Highlights from the 'SocialMedia & Broadcasting' G+ Hangout starting with the first one; ' Introduction - social media and broadcasting series
'. In the 'About' section of each video you will find hyperlinked times to help you find points of interest.
0:08 – Maliza: Introduction – SoMoLo Communications
0:30 – Maliza: Blog URL - http://speakupshutup.wordpress.com/
0:38 – Ari: Introduction – Digital AH
1:21 – Ari: Social Media Club blog URL http://socialmediaclub.org/blogs
. Personal blog URL http://ariherzog.com/councilblog/
1:41 – Roger: Introduction – Digital Product Manager for Community Broadcasters, LLC
2:08 – Marisa: Introduction – Primea Broadcasting
2:33 – Richard: Introduction – Independent Social Media Expert
2:53 – Richard: Book Title – Social Media and The Three Per Cent Rule: how to succeed by not talking to 97 per cent of your audience http://www.amazon.co.uk/Social-Media-Three-Cent-Rule-ebook/dp/B00DI4H440
2) Radio’s Social Media Revolution
0:07 – Ben: What kind of things do you see radio and broadcasting companies using social media for?
0:15 – Roger: Used as an additional source to broadcast information. The interaction component that radio is really good for is telephone and interacting with their listeners tends to get ‘lost’ in the world of social media. [Maybe] the people working in radio are slow to adapt to the tools. Interaction is what gets lost most from radio stations on social [media].
0:35 – Roger: The people working in radio are slow to adapt to the tools. Interaction is what gets lost most on social [media].
0:51 – Marisa: Interesting case study in South Africa of how radio stations are using social media is the Oscar Pistorius trial. Social Media has enable radio stations to use a lot of on-air content and putting it out on social media in very clever ways.
1:14 – Marisa: Broadcasting/radio goes hand-in-hand with social media. There’s still a lot of confusion on what is the correct way of using it – some people are getting it right, a lot of people are getting it wrong. A long way to go in educating media and also the public.
1:51 – Ben: What are the differences between traditional media (Radio/Broadcasting) and social media?
2:02 – Richard: They are basically completely different. Traditional media is enslaved to its means of distribution. We talk about radio programmes, we don’t talk about audio programmes because radio is a means of distribution. We think that the content is important, but it’s not. The content in traditional media is defined by the distribution channels it has to operate in.
2:40 – Richard: What’s happened with social media is that now anybody has access to a distribution channel, so the separation between content and distribution is now taking place. The social media revolution is simply the separation of information from its means of distribution. In a world where information is no longer constrained by a means of distribution… information can behave in completely different ways.
3:06 – Richard: One of the biggest mistakes organisations make is they try and make what used to work in the ‘old world’, work in the new space and it never does. Trying to understand what happens in this new space is very difficult if you try what worked before, work within the new space.
3:36 – Ben: How did the [Oscar Pistorius] trial look on social media? How did radio approach this and how was that information being shared?
3:45 – Marisa: We have a news brand called Eye Witness News and through our radio stations we had pop-up stations. We had experts speaking to our presenters… for up to the minute commentary on the trial. [The information is] obviously disseminated through social media. The hashtag that was used was #OscarPistorius
and the feed on Twitter shows how much activity these was and is around the trial on social media.
4:45 – Marisa: On the radio we cross live to the courtroom and while that’s happening, we’ve got a live blog which goes onto Twitter and Facebook. The public has responded really very positively to it; the conversation become broader and broader and I think that is essential to the survival of radio. We are unfortunately bound to how we distribute our product which is radio, but how do we take that product and make it live on other platforms?
3) Content: Keep your finger on the pulse.
0:45 – Ari: Radio stations are telling their listeners to visit them on Facebook, Twitter and in some cases use hashtags even in the course of speaking on air. Listeners look at that and call in to the radio station having seen that hashtag. There’s an integrated back and forth going on between radio and social [media].
1:15 – Ari: Even if you don’t have the radio on and you see mention of a hashtag or post relating to something that’s on the radio in your broadcasting region.
1:43 – Ben: What sort of information should a radio station or broadcaster be putting out?
1:55 – Roger: When you’re looking at creating content both for on-air and digital/social channels, the challenge when you’re a small, local radio station – there’s not necessarily a benefit from expanding that content to a global audience. How does that content translate from a local medium that only reaches so far to a national medium, where it is everywhere?
2:48 – Maliza: It’s all about content and its relevance. From a consumer’s point of view, relevance is really important. From our perspective, it’s important to always be mobile-accessible.
3:36 – Ben: How do you identify what content is best to put out onto the social media channels?
4:02 - Maliza: We created a landing page based around the Royal Wedding in 2011 with all the information on the event. That extended to content that was put out on air, as well as tweets and Facebook statuses which all made up an extension of the radio broadcast. Everything we did on social media plugged into the content on the radio and was extended as a live point of view. ‘Keeping your finger on the pulse’ is very important for getting the right types of content in there at the right time.
4:50 – Maliza: If you listen intently to what people are saying during the show you get a good feel of where to channel your conversations and the types of content to put into a live broadcast.
4) Social Media’s relationship with Traditional Media
0:09 – Richard: Social media is a poor channel for distribution but it is a good channel for listening to what is going on; a lot of organisations do not understand this. From a broadcasting perspective, don’t waste time trying to develop content, but rather use it to find out what people are saying.
1:28 – Richard: Social media does not give you information that is the ‘truth’ in the same way that institutionalised media does, but is rather a process that allows you to work out the truth for yourself.
2:58 – Richard: When thinking of social media integration with local radio, you first need to know what the problem that local radio solves is. What is its objective? Once you know this, you can have two or three channels of distribution whereas before you only had one. Twitter maybe more compatible with radio as they are both live; radio is a better live format of information than television for example.
5) How do we define local radio?
0:06 – Roger: Radio solves the need for a local, live source of information. It is more live than a newspaper and more accessible than a television.
0:35 – Richard: Radio allows you to have a greater perspective of what is going on in your local community. It will be interesting to see if online community will take the place of local radio just because it meets the same needs better; it is even more local. Hyper local.
1:52 – Ari: How are we defining radio? Is this something that broadcasts on an FM or AM station? Or could it be something that come over a TV station? Could it be a guy in his garage from a shortwave station?
2:41 – Maliza: Radio is starting to get re-defined completely. In South Africa we are seeing fragmentation on radio going from on air over an FM signal, going to online. Commercially, online stations are coming a lot more in to play. In South Africa one of the largest FM breakfast shows is migrating to online and we are all fascinated to see how this affects the audience of the show. Will all the users migrate or will it be a new audience? We don’t know yet.
4:00 - Roger: Howard Stern in the USA went to satellite radio successfully. Time has shown that not all of his listeners went out and bought a satellite radio, but the hard-core fans followed him and he also made himself accessible to more people.
5:32 - Ari: Albert Einstein only needed one person to like his theory of relativity - Max Planck – and he was a success. Today we are talking of global audiences, but at the end of the day the success is up to one person. Gary Vaynerchuk eludes to this with his saying ‘Better Than Zero’; if you have just one person that like you, that person will hit everybody else in the pyramid.
6) Which metrics are important?
0:16 – Richard: It’s very difficult to create audiences in the social/digital space, mostly because people do not want to feel as though they are an audience. This is one of the reasons it may be quite difficult to migrate a conventional audience from a distribution channel to online.
1:16 – Richard: When you move out of an expensive distribution medium into a medium that’s basically free, the whole economics of how much money you make and how many people you need changes. It’s very hard to create and sustain audiences in those spaces. It is more about the individual bits of information that you produce rather than drawing people to a channel because people don’t have to stick with channel, they can just pick the information from anywhere they want.
1:57 – Maliza: Social media has given the audience an opportunity to start taking back to us. What it isn’t allowing us to do is to give a DJ the ability to communicate with them directly because there is still a community manager behind the scenes communicating with the audience.
2:29 – Maliza: Various forms of media need to be used outside of just social media and radio need to be used to connect audiences. They need to work together with print media for instance, TV, banners and billboards perhaps to extend the media beyond the radio/social media.
3:03 – Ben: What are the objectives? What are measuring and what are the metrics to determine whether it’s successful?
3:23 – Maliza: Engagement. There are so many segments within a different radio station’s show, for instance what is the engagement like with news and how is it being extended from the website, to on-air, to social media and how is that trifecta actually engaging together.
3:58 – Richard: The only metrics that count are the number of listeners and how much money you make through advertising. If social media ‘pushes the needle’ on that it is doing the right thing. If not, it’s a waste of time.
4:48 – Ben: How do you determine if it’s affecting your bottom line? How do set about gauging those metrics?
5:15 – Richard: How is it we’re making our programmes better and how is it attracting more people to them? You must understand your audience better or understanding what’s going on in your community better – that’s a good thing. Just chasing stats probably isn’t going to be doing much for your station.
7) Branding and Strategy
0:11- Roger: Digital branding – the question of purpose and who you are brings up the question of digital branding should a radio stations brand be segregated and separated from personalities and parts of radio stations, how does a picture translate to brand what is acceptable, where are the lines drawn?
1:00 – Ari: takes a stereotypical simplistic view looking at the stereotypical office party and its concept where employees come along with spouses and children then the question becomes is it truly a company holiday party or is it a party that a company happens to be sponsoring so its crossing the stream its personal, it business combined in one. Representing yourself is all about the person that you choose to brand
2:30 – Ben: But Ari if you were in charge of a radio station and you were writing the checks and I was one of the radio DJs would you be ok putting that kind of information out there?
2:47 – Ari: It depends on the radio station, the management and how we respond and who the audience is if we are gaining listeners by being in your face then that’s good.
3:25 – Ben: Can you give me two things a radio station should be doing on social media and two things they shouldn’t be doing?
3:35 – Maliza: Loves the positives and gives some short and sweet highlights - keep mobile phones in mind, ask them to do X not X, Y, W and the dog, twitter is big for conversation and for us Facebook is big for broadcasting so learn which channels serve your radio station best for conversation and own your conversations in terms of hashtags on twitter, its best to own conversation repetitively on twitter so know which conversations go with which shows and which themes to get your advertisers out there and own your themes and conversations together and lastly you have to have your twitter superstars
5:12 – Richard: Would not recommend chasing likes and followers still focus on chasing ratings and advertisers do social media to understand your audience better rather than try to talk to your audience you can use your radio station for this
5:30 – Ben, is it more about monitoring and looking at what people are saying and doing rather than sending information out to them?
5:39 – Richard: As a general rule that is what social media is best at doing and traditional media is best at talking to large numbers of people. You harness the power of social media by harnessing the power of connections rather than distribution, as radio station you are a medium of distribution but you can use social media to become better connected to your audience and make what you do on your channel better.
6:25 – Ben: Someone in my position or Rogers position could almost flip it in a way and instead of delivering reports this is the information we are sending out instead we could be producing reports for our directors saying these are the kind of behaviours and this is what people are saying, informing and giving intelligence into a company rather than focusing on what you are sending out.
6:55 – Richard: As a rule social media has its greatest value generally speaking as this is what it is designed to do and understanding that people is that space are behaving differently form when they are wanting to be part of audience is a key thing.
8) Signing off
0:07 - Ben: Your book Richard ‘Social Media and the Three Percent Rule’ o0n Amazing contains a lot of the good material from your blog doesn’t it?
0:16 - Richard: Quite a lot of it I had written previously for my blog so I thought I would put it together in one place. richardstacy.com
is my blog/website
0:33 – Ben: Do you have a blog or anything that people can follow if they like what they have heard from you today?
0:37 – Ari: Yes sure if you google my name or go to ariherzog.com
which is my blog and exploration in social media. Relative to this conversation I have started back in January, to embrace chaos, following people left and right and changing everything around on Twitter and Facebook and changing strategy by writing a monthly blog post all about finding order in chaos and constantly changing mixing things up and changing my strategy and tactics blowing up models in the digital media world to see what happens.
2:00 – Roger: The other thing is writing out social media guidelines the idea of or the necessity of a policy for the station, do you need a policy for how people will act, personal profiles we touched on it a little bit but what does that look like how do you create that? Do you need to issue best practices? Or can you just let things go and see where they fall?
2:45 – Ben: What did you think of the hangout? Did you enjoy it?
2:57 – Roger: I think it was really informative, I think Richard has an interesting and unique perspective the idea that there is a different paradigm in social media as a way to increase what you want to do with the radio station. How do you get money for the station? How it is beneficial for advertisers? That is an awesome paradigm to look at and to use when creating strategy.