Social Media: A Time Suck For Radio? Lori Lewis Defends The Platforms
October 26, 2011 at 6:54 AM (PT)
JACOBS MEDIA Digital and Social Media Strategist and ALL ACCESS MERGE columnist LORI LEWIS pulls no punches and defends radio's investment into social media with her article "Social Media: A Time Suck For Radio?" in the wake of a recent industry poll.
LEWIS says, "Spending more time acquiring a better understanding of what listeners expect from you socially and giving it to them with authenticity will build on your brand's 'social reputation.'
"In this week's MERGE, we dive into the benefits of social platforms -- and I've got to call out some of the readers of 'INSIDE RADIO' for their embarrassing 'poll' that makes our industry look out of touch with today's cultural trends with the headline 'INSIDE RADIO Readers Poll: Half Say Social Networks A Revenue-Building Bust'."
"If those in radio that call platforms such as FACEBOOK a 'waste of time' would spend less energy hoarding 'likes' and 'followers' and having superficial engagement (if engagement is happening at all) on these social platforms and spend more time gaining perspective on what social brings to brands, we wouldn't have to deal with embarrassing 'polls' such as the one last week from INSIDE RADIO."
And LEWIS concludes, "You can't measure ROI when you don't bring value to the audience experience and when there's no defined meaning to what you're even doing in the first place."
Check it out MERGE right here.