Leveraging Social Media Barry Rooke NCRC 2012 June
Leveraging Social Media Barry Rooke NCRC 2012 June 162012 CFRU 93. 3 FM www. barryrooke. wordpress. com
Outline �Background �Research Goals and Objectives �Methods �Findings �Discussion Themes �Strategies for Success (Individual and Station) �Social Media Policy (If Time) �Debrief 2
Background �Radio host since 1999 �R&TV degree from Conestoga College � 2 years producer for in commercial radio � 3 years staff (Tech, Admin, Manager) at CFRU 93. 3 FM �Current Board of Directors Vice Chair on CFRU 93. 3 FM 3
Research Goal �The goal of this study is to provide insight into the methods and motivation to why campus/community radio stations and programmers in Canada use/wish to use social media as a tool to create interaction between broadcaster and listener. 4
Research Objectives � 1. To create a “best practice” or framework to assist campus/community radio in Canada to better connect to the communities it serves. � 2. To determine the strengths of communication techniques within campus/community radio in Canada in order to better support other community networks. � 3. To contribute to the body of literature with respect to community building through social media and technological advances in other non-profit sectors. � 4. To design a methodological framework to assist in future communication studies involving social media research. 5
S. M. I. L. E. S TM Split Methodology Inductive-Linking & Enabling System Listener Engagement Focus Group (Domain Analysis) Semi-Structured & Probing Interview Literature Review Internet Metrics Qualitative Participatory Workshops Quantitative Closed Survey Professional Support Content Analysis for Visual Media (Visual Association) Comparative Analysis Principal investigator Reflective Journal
Creative Commons Copyright �Attribution-Non. Commercial-Share. Alike Creative Commons license 7
Findings – Case Study E-mail (1) Website (2) Facebook Fanpage (4) Twitter (6) Blog (7) Facebook Group (10) Personal Facebook Profile (12) 0, 00% 20, 00% 40, 00% 60, 00% percentage of those who use social media 80, 00% 100, 00% *as of Oct 2010 8
Findings - Motivations for using social media number of replies percentage of replies (n=117) Feedback about the show/station 65 55. 6% Promotion of the show/station 54 46. 2% Providing additional content to off-air listeners 40 34. 2% Communication about the station itself 7 6. 0% Personal/Station/Community growth 64 54. 7% respondents replied with between 0 and 6 motivations 230 “I enjoy hosting a weekly program, but I find it even more exciting when I'm getting feedback, requests and other things to know people are actually listening to me!” “Offering information and other sources to expand on show topics is a good way to build the outreach efforts of the show itself and provides more support to community listeners. ” 9
Findings - Methods 10
Findings - Methods used to create interaction Twitter* Website Email Facebook Personal Profile* Facebook Fanpage* Facebook Group* Blog* List. Serv Billboard posting in station number of replies 88 percentage of replies 13% 88 84 62 51 42 36 36 26 13% 9% 8% 6% 5% 5% 4% * Denotes web 2. 0 platform 117 Individuals replied with 659 total platforms used 11
“WHO CONTROLS THE STATIONS SOCIAL MEDIA? ” RESPONSES BY STAFF Combination of 18% One staff 26% Volunteers 21% All staff 26% Board of Directors 8% 12
Findings - Support None Other Website Staff Hand-outs or written material Programmers Course style One-on-one mentoring 13
Findings - Policy Unsure No - Official policy or procedure No - Staff make recommendations as they are needed No - Unofficial guidelines have been suggested Yes - Both 3 2 Yes - Staff use only 0% 10% 20% 30% 40% 50% 14
Theme 1 : Motivations & Methods �Commercial radio – drive traffic to website �Public radio – meet its “mandate” �News – 96% of newsrooms use Twitter or Facebook to provide additional means of information distribution �Social media as a platform for discussion fosters growth of communities surrounding “sensational interests” �Age – younger programmers and shows that target younger audiences more likely to use social media 15
Theme 2 : Identity Management “Convey a desired image that matches the expectation of the listeners or readers in order to create a believable and enjoyable individual to whom they may listen to or engage with online” 16
Theme 3 : Location 17
Theme 4 : Blogging as information utility and credibility Theme 5 : Cost and Funding 18
http: //barryrooke. wordpress. com Strategies for Success Platforms - Facebook 19
Strategies for Success Platforms - Twitter 20
Strategies for Success Platforms - Blogs Platforms - You. Tube 21
Strategies for Success Programmer: � 2 -3 platforms max �Cross-promote platforms 22
Strategies for Success Programmer: �Use a checklist in preparation �Posting (between twelve and four hours) in advance of the start of the program, �Having social media feeds open and operational during the show, �Reminding listeners on-air how they can participate in interaction with the jocks, �Announcing e-mail and website addresses �Where to go for additional off-air content and/or to hear the show again. �Having guest post in advance on their platforms 23
Strategies for Success Programmer: �Follow-up! �track what is being said about a show, station or trend by using Twitter #hashtags and keywords, as well as Google Alerts, �Klout. com, �Using insights and statistics from Facebook pages, Hootsuite. com for Twitter, and You. Tube Analytics, �Links in e-mail signatures Be conversational, respectful and respond in a timely manner 24
Strategies for Success Station: �Have a policy in place (will come back to this) 25
Strategies for Success Station: �Evaluate the needs before starting a campaign/platform �Determine what platforms to use (Internal and External) �Squat on platforms 26
Strategies for Success Station: 27
Strategies for Success Station: �Have a designated leader use social media within the station �Post Daily �Require staff to read �Posts do not have to be always new, encourage others to post 28
Strategies for Success Station: �Provide Staff and Programmers with opportunities to post on “station” dedicated pages �Encourage the use of links and #hashtags in all posts �Increases involvement with the station, allows for cross-promotion between show and station listeners 29
Strategies for Success Station: �Link to sites such as Paypal. com for funding �Maintaining an online platform for information, such as a Wiki, forum or website allows programmers the ability to access information without the need to engage staff. �Winner for this award: CJSF - http: //www. cjsfpa. blogspot. ca/ 30
Social Media Policy �http: //socialmedia. policytool. net/ 31
Future Research �What is the best platform to reach the target audience based on show features; �What are the participant’s perceived view of success, and success as indicated by industry standards; �Social media and news distribution; �Podcasts and legality; �Wiki’s as a source of information archives. �Adoption process 32
Barry Rooke rookeb@uoguelph. ca 2012 http: //barryrooke. wordpress. com 33
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