Radio’s Social Media Use on Rise
Radio stations are expanding their social media presence, according to the Radio Television Digital News Association.
The 2012 TV and Radio News Staffing and Profitability Survey, which the RTDNA conducted jointly with Hofstra University, revealed that 42% of radio stations covered social media as a topic; 31.1% incorporated it into storytelling; 62.2% integrated it into the website.
However, almost 30% said they still were not doing anything with social media, a percentage drop of less than three points. This is a major contrast with television stations, which reported a mere 2.1% “doing nothing” with social media.
Overall, noncommercial stations were a lot more involved in social media than commercial stations. That wasn’t the case a year ago, accordingto the survey, conducted by Hoofstra University professor Bob Papper. Paper received valid responses from some 743 station newsrooms.
Facebook pages are becoming more commonplace, increasing 10% in the last year, to 70.2% of stations reporting that they have a page. Twitter’s numbers remained mostly unchanged, except in “periodic” (as opposed to “constant” or “daily”) use of Twitter by radio newsrooms, which rose to 19.6% overall.