Arbitron Reminds Radio About The Do's And Don'ts On Social Networking
March 13, 2013 at 3:58 AM (PT)
Radio execs are well aware of what they can, and can't say on air regarding ARBITRON ratings, and ARBITRON has republished Sr. Principal Policy Analyst DAVE WILLINSKI's policy brief for radio regarding "Social Media Dos & Don’ts," with the definitive word from the ratings company on what can get you into trouble on the web.
WILLINSKI reminds radio that "ARBITRON monitors social media sites daily:
* For respondent disclosures.
* For contact between respondents and stations.
* Personalities' sites are monitored if the sites are public, e.g., personality uses on-air name or the site promotes a station or a show.
* ARBITRON investigates every respondent disclosure it encounters.
* Remember, social media is not only defined as FACEBOOK and TWITTER, but also includes texting, emails, etc.
* In-person programming stunts, remotes, and events could also foster rating bias or rating distortion. Any inappropriate interaction with panelists or diarykeepers at those events are also evaluated under this same policy.
The note offers some specific "Don'ts."
* Don’t attempt to learn the identity of ARBITRON respondents. The station may be delisted, even if the attempt doesn’t succeed.
* Don’t address comments to panelists or diarykeepers.
* Don’t discuss ratings (even ratings success) on social networking sites. Doing so may prompt respondents to disclose their participation.
* Don’t post comments encouraging listeners to participate as panelists or diarykeepers.
* Don’t offer anything of value to selfidentified panelists or diarykeepers.
A pdf copy of the note can be found here.
This is a subject JACOBS MEDIA Digital & Social Strategist and MERGE author LORI LEWIS covered in depth for you last year on ALL ACCESS. Reread her detailed take here.