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Local Radio Stations On Facebook Face A Similar Dilemma : How Will They Individualize What Is Fundamentally A marketing Device?
You wouldn't know it by having a look at me, but I'm an early adopter.
I may have been the first blogger at the Milwaukee Journal Sentinel, filing reports from the Cannes Film holiday by email in 1997 that only appeared on the web.
Right around then, I saw a Web address attached to a production studio trademark for the first time. This can never catch on, I believed.
My reaction was related to my opposition to being sold something - nearly or door-to-door. But I have embraced Twitter - daft name and all - with gusto.
On TheDudekAbides, I faithfully tweet links to my blogs to generate more traffic and retweet media or film items that folk following me might find of interest, and that I then occasionally later retool and put in the blog or the paper. During Comic-Con, I learned that I follow too many sci-fi nerds. Now I follow too many sports nerds.
But the popular social media tool Facebook still eludes me as a application.
I have not clicked a link, observed a video or found a long-lost mate there. I already have the e-mails of the people I generally need to connect to.
And though I've got a couple dozen Facebook "friends," I rarely accept new requests, since many of them are from folks I don't know.
As a good digital infantryman, I recognise the strategic signification of Facebook, but I can't wrap my head around the separation of work and private.
Local radio stations on Facebook face an identical dilemma : How do they individualise what's basically a marketing device? Some simply go through the motions, posting links and videos. But others have a specific voice and an engaged group of "friends" who banter with one another and with on-air staff.
-At WLUM-FM (102.1), Facebook is "an opportunity to develop relations" and "create a community of similar-minded folks," said programme director Jacent Jackson. The alternative music station had 15,081 likes, or proponents, on August. 5. It links to videos from the 1990s as a technique of "starting a talk among folk that are into the station" and to "point folks to our '90s lunch program," Jackson expounded.
Friday's wall included sports stories ("How does this relate to music?" one individual commented) and fans chatting music and bands.
-WLDB-FM (93.3) had 18,754 likes, and its wall included a link to a Countrywide Public Radio story about dogs, an alert to "turn on the B immediately," a vehicle giveaway and a "treat your office to breakfast" chit you might buy at getmyperks.com.
-The WMYX page had 5,691 likes and was filled with links to getmyperks.com chits and glam shots of Kidd O'Shea and Elizabeth Kay.
-The page at WMSE-FM (91.7) - "the best 30-year-old, all music, community powered, free form station in the entire universe" - was like a Jazz funeral for the late announcer Cosmo Cruz. If I had been following the updates, I could have listened when they played "Cosmo's legendary 1965 soul mix CDs." WMSE had 4,226 likes.
-WYMS-FM (88.9) had 11,975 likes, and its wall was a collection of links, videos and chances to win concert tickets.
"Bring back jazz," one individual wrote on the former jazz station's wall.
That's the issue with vox populi - infrequently they are saying something you don't want to hear.
-On Fri., WKLH-FM (96.5), with 6,292 likes, and WMCS-AM (1290), with 554 likes, had comments or stories about incidents of "rampaging teens" at the Wisconsin State Fair the night before. A comment on WKKV-FM (100.7) - with a market-topping 19,291 likes - recommended the situations "all started" on Facebook. The station announced an announcer posted the comment based primarily on what a listener told him.
WKKV is operated by Clear Channel Communications, which also operates WMIL-FM (106.1) and WRNW-FM (97.3).
In an earlier interview, Kerry Wolfe, Clear Channel director of programming for Milwaukee, asserted the group's stations use Facebook to "increase listening appointments and brand commitment. We respond to every" comment and "if there's a hot song, we'll let you know when it's coming up within 15 minutes." Wolfe related the page for WISN-AM (1130) - with 1,590 likes - "allows folk to comment when they can't get thru or aren't brave enough to call" Mark Belling's show.
The Clear Channel station pages are updated by Wolfe, jocks, promotion director Omar El-Amin, "and, more recently, we've taken on social media interns," Wolfe declared. "We had more applications for that position than all the other internships we offered."
Clear Channel stations WMIL and WRNW had 12,703 likes and 6,086 likes respectively.
But at the bottom line, a station's Facebook page is "about growing listening," announced Stan Atkinson, WDLB programme director.
"If you announce (on Facebook) you are giving away $1,000 in 15 minutes, chances are some of them will turn you on" as reported tagza.com.
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