Facebook vs. Radio

Early Tuesday morning, All Access posted a synopsis of a recent blog piece by Harker Research entitled "Harker: Facebook Versus Radio. Which is more important?" As a digital and radio guy, this headline immediately caught my attention.

The full blog piece is very interesting. At its core, it asks the simple question: Which plays a greater importance in people's lives: Facebook or broadcast radio?

As detailed in the blog, Facebook has an impressive following. 200 million active US members...daily posts...interactive games...Facebook seems to have it all.

However, does it beat radio in followers? According to Harker, "Arbitron says there are about 200 million people listening to broadcast radio just in the 290 markets they survey. And that is just on radios."

This doesn't account for online streams.

The blog is worth reading. You can check it out at RadioInsights.com.

So does this mean Facebook isn't worth your time?

OF COURSE NOT! It means that you are an on-air personality or a programmer for your radio station. Next, you're a digital guru for your online audience. The two co-exist. They do not compete. Don't let your online presence compete with your on-air show prep or personality. Allow it to maximize your on-air show prep and personality.

Use your online audience to draw in even more listeners to your show. Use your show to push your listeners to your online presence for exclusive and continued interaction. 200 million US users is no small number...How are you reaching those Facebookers? Are you posting the same ol', same ol' information everyday? Or are you extending your on-air brand to your on-line audience?

How can you do that?

Blog posts, exclusive videos, podcasts, photos, polls...anything that takes your listeners to a new level of content and interaction will increase your online presence. Just because your show or shift only lasts a few hours a day, that doesn't mean that your brand or personality lasts a few hours a day. In today's day and age of Facebook, Twitter, YouTube and blogs, you are essentially reachable 24 hours a day, 7 days a week, 365 days a year, whether you like it or not.

Your fans should not only be able to find you online, but they should be able to interact with you online. Make your content valuable. Make your content interactive.

All of a sudden, your online audience and listening audience might just be one and the same.