The Blogger With A Radio Station

I got this interesting question from mah bud Ryan Wrecker, program director and morning talent at classic rocker 104.9 The Eagle in Lima, Ohio:

If you were a full time podcaster, I would think you would envy the opportunity to have a medium like a radio station working in your favor to spread your message/content. If you were to reverse engineer a stations social media philosophy from the perspective of being a podcaster/blogger 1st, what would you be doing differently? 

If a podcaster were given the reins to create a radio station, I’m sure they would be really bad at it. SO looking at the reverse, if a broadcaster were given the reins of the social medium, naturally they wouldn’t understand or implement the same techniques the podcaster would. So what can we learn from each other to be the best at both?

So, we’re looking at a situation that’s almost like a parallel universe.  It’s the same platforms that many of us media folks have, a broadcast and a bunch of digital platforms; plus the whole promotional aspect, where we can go meet people in person.  But … in this wacky parallel universe, let’s say it’s primarily about the podcasts or the blogging.

Ryan’s right, right?  The radio station is probably awful, because it’s being run by a blogger!  Maybe they got “creative,” and they’re running recycled podcasts on the radio station.  Most likely, they don’t really understand the possibilities because:

  • In addition to whatever their subject matter is … they are focused on one delivery method;
  • That laser-focus on the delivery method blinds them to possibilities for being more entertaining and engaging with their fans.

So what’s the happy medium between knowing your content and knowing your delivery method?

To me, it’s not so much a happy medium at all.  You have to rise above and set your sights higher than before.  In this multi-platform media world, here’s what you need to know:

  1. Your subject … what your content is about.
  2. What your fans like and appreciate about your content, so you can supply them what they want, not just what you know (and supply them on all your platforms).
  3. How your fans use your different delivery methods (broadcast, web, social media, email, texting, etc.), and what they expect from each one.
  4. Finally … Focus.  There’s lots of different media brands out there, and you’re known for one thing.  Maybe two.  Maybe.

Now, that’s a LOT to know.  For those of us doing radio, it’s time to get over the sort of needy belief that improving the quality of our broadcasts beyond a certain point results in an improvement in our ratings.  We hope and pray that being just a little more compellingly creative on the air will result in people loving us enough to hang around longer.

Bull.  We are missing out on fan activity when we don’t have a good knowledge of why people seek us out on different platforms, and what would delight them.  Otherwise, as broadcasters, we’re like a blogger with a hundred-thousand watt transmitter who doesn’t understand understand the power of what he’s got.

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