Arbitron Distributes Social Media Guidance
Radio’s ratings tallyman Arbitron issued
a Policy Brief titled “Why Put Your Ratings in Question? Social Media Dos &
While it’s fun to speculate on what station
hijinks prompted the buzz-killer memo, the missive is a reminder that ratings
is a serious business. Arbitron places a high value on keeping participants
Arbitron also reminded clients that it
monitors social media websites, forums, station websites and more for telltale
misbehavior by stations or participants in Arbitron ratings methods.
With no further
ado, here is Arbitron’s Miss Manners Guide for Proper Ratings Social Media
• Notify Arbitron if a
respondent reaches out to the station via social media (or any other means).
• Remind station staff that social media comments are subject to same
guidelines as on-air comments.
• Contact Arbitron for a confidential
pre-review if you are unsure about comments you wish to post.
Contact Arbitron if your staff sees posted comments directed to an Arbitron
• Contact Arbitron if the station learns the identity of
an Arbitron respondent (by any means).
• Review the following
materials at arbitron.com:
––Rating Bias & Rating Distortion handbooks for PPM and Diary
––Panel & Diary Security “Dos
• Don’t attempt to learn
the identity of Arbitron respondents. The station may be delisted, even if the
attempt doesn’t succeed.
• Don’t address comments to panelists or
• Don’t discuss ratings (even ratings success) on
social networking sites. Doing so may prompt respondents to disclose their
• Don’t post comments encouraging listeners to
participate as panelists or diarykeepers.
• Don’t offer anything of
value to self-identified panelists or diarykeepers.