This Week's Merge: Mediocre Live Streams Are As Brand Erosive As Bad Breaks On-Air
January 20, 2016 at 3:59 AM (PT)
CUMULUS and WESTWOOD ONE VP/Social and MERGE author LORI LEWIS writes, "There is a lot of talk around 'being the in the moment' these days.
"As social platforms evolve, it's important to pay attention in order to understand how to differentiate our brand from everything else. Like TWITTER's latest feature ... live streaming through PERISCOPE – fans can see the live stream or replay on auto-play through the TWITTER iOS app.
"Substandard and self-involved social posts, tweets, snaps and live streams are as brand erosive as bad breaks on-air. Over time the audience becomes fatigued and unmoved. And there is no value in a passive social fan base."
MERGE is designed and written to help assist the radio and record industry in the social and digital space.