Radio Social Media Can Own The Title For Value

Posted on June 16, 2016



Radio is in the perfect position to explore closer relationships with local listeners through adventures in social media and in your own online resources. You can’t do that without a higher profile. Here are three ways to use fun, video, and local people to make more of a name for yourself, create more revenue potential, and bring more people to your party. Do these things and you will become viewed as more valuable by your company. As always, these are idea-starters for you.

  1. Become the “local fun source” in your social media, sharing fun events and refocusing listeners for more information on your website and on air. Because you are a public figure, you can “work the room” and get people to send you information, photos, and video so that this becomes something that just grows bigger the longer you do it.
  2. Help listeners learn “How To” projects. This should actually be something that can be accomplished between programming and sales to generate more dollars (sponsorships) and content. Imagine if you begin to gain a reputation as someone who either knows how to do a wide variety of home improvement things, or knows how to source it and showcases that in your social media, and perhaps on a YouTube channel and on your station website. You can get with local businesses and create a variety of “How To” videos that you host, and this can create a viral powerhouse for you that leads right to higher profile, more money, and higher ratings.
  3. Build your own local talent feature. Give it your own local name and flair, but make it all about local talent. Simple, easy, and, again, something that can be sponsored. Imagine becoming known as someone who discovers local talent (or at least has some fun exposing the crazy stuff that happens in your market). Again, on your social media, perhaps a YouTube channel and your own station website. All roads should lead back to the station and things your company owns.
  4. Launch a podcast focused on backstage, interviews, stars, music — the unique things that make what you do different than everyone with a “real job.” This is likely stuff you are doing already, but creating a podcast just gives you another way to build more “tribe” and bring it back to your primary vehicles @ radio and online. Spread your podcast in your social media, of course.  Celebrity interviews, backstage, inside the music business, radio backstage, more. You can do this. They don’t have to be long. Don’t have to involve a ton of editing. They can be exciting, powerful, short and, over time, give you a larger and growing audience learning about you and coming to you from other forms.

I may preach this over and over. Radio gets its power from being local. Be that talent that uses that “secret” power. You hear this all the time: Content is king. No, it isn’t. Money is king. If that wasn’t so, things would be different. So, just use the things you know are true to help your company bring in more money and grow both ratings and revenue. You’ll be the double threat. You’ll even been seen as valuable.

Loyd Ford

Loyd Ford is a direct marketing, ratings, social media and digital revenue strategist who works with broadcasters, entertainment brands and media companies to create and build strong ratings and asset value. Loyd programmed very successful radio brands in markets of all sizes across the United States and has also been involved with the creation and launch of local entertainment-based television shows in multiple U.S. TV markets, consulted on the development of an Apple app for the concert and entertainment industry and has a keen interest in digital and non-traditional revenue for radio. While working for Americalist Direct Marketing, he has been on the leading edge in creating high-impact ratings gains for unique broadcast brands and Loyd has begun to work with local radio clusters to source affordable and appropriate software, strategy and best pratices to develop significant local-direct recurring digital revenue as a partner with Rainmaker Pathway Consulting Works. Loyd has worked with clients in all radio formats as well as working for television brands to increase ratings since 2003. Loyd has written for several major trade publications tied to the media business in the U.S. and enjoys working with clients on the human aspect of using social media, direct marketing and all forms of contact-based marketing to influence actual behavior. You can reach him directly @ 877.475.6864 or 704.989.0399 or email him: or Get his radio-based social media content sent directly to your smart phone or email for free about once a week by signing up @


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