Sports Radio's Social Media Performance Analyzed By Consultant Jason Barrett

Barrett

Sports radio's use of social media gets put under the microscope in a blog post from consultant JASON BARRETT TODAY (3/14).  BARRETT examined a day's worth of TWITTER and FACEBOOK posts from twelve of the top sports radio stations in AMERICA to compare and critique their efforts and found that stations are lacking in areas like responses to fans (none of the stations' official accounts replied to fan comments), use of video, and timing.

The biggest problem, BARRETT notes, is the lack of engagement, which is a problem, he says, with radio stations in other formats as well.  "Tons of comments are being sent to your brand each day," he writes, "but they rarely get answered. Imagine if your audience kept calling your phone line to talk to your hosts, and sent in a flurry of texts to the air studio, but nobody ever acknowledged them. Eventually the audience would stop engaging. Well, this is the expectation you’ve created in the mind of your audience as a result of being absent on social media."  The study, including a POWERPOINT presentation with specifics for each station, concludes that stations need to hire or assign someone to lead digital and social media efforts and stop ignoring fans.

Read the post here.

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