I finally noticed this great video on Daniel Anstandig's blog from last June, which means I need to remember to check my 'favorites' more often!
Also from Anstandig in Radio Ink:
1. You should have MySpace, Facebook (Classmates and Twitter too, if possible, I would add) pages for your radio station.
2. The messaging on your social network pages should be consistent with the information and marketing on your station's website.
3. Do not link from your station's website to MySpace or Facebook, but do link from MySpace and Facebook back to your station's site. The reason: you have no control over the advertising or portions of the content on the social networking pages. However, there are many benefits to participating in these social networks.
4. You can use hundreds of free applications to build a network for your station, including a business-card application, testimonials and discussion forums in which listeners can communicate.
5. Browse your market by zip code, age and gender. Invite people in your target demo to join your social network. At worst, you'll run into people who already know the radio station and raise their level of awareness about your product. Even better, you'll introduce your station to new listeners. Best, you'll encourage existing listeners to invite their friends to your social network.
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7 months ago