Facebook & Twitter drive listener engagement for radio

Radio players take the social media route; design customised content and activities to interact with target audiences

e4m by Saloni Surti
Updated: Aug 17, 2012 8:10 PM
Facebook & Twitter drive listener engagement for radio

With rising competition, it has becoming critical for radio players to go beyond traditional methods to grab a listener’s attention. They are waking up to the fact that they need to design content and activities more in tune with the consumers’ expectations.

Today we are witnessing many radio channels take the social media route to engage target audiences with presence on Facebook, Twitter, YouTube, Google+, etc.

Radio players are extremely active on Facebook and Twitter. With a different page for each city, they not only interact with fans but also give latest gossips, share videos and pictures, and much more. Radio Mirchi has more than four lakh fans on Facebook; Red FM Delhi has more than one lakh fans while Red FM Mumbai has crossed thirty thousand; Big FM again has managed to cross the one lakh bar and Radio City follows with about twenty thousand fans.

“We have an active community on social media. We approach social media as an independent platform than on-air,” said Rahul Balyan, Head – Digital Initiatives, Radio Mirchi.

Radio Mirchi take song requests on Twitter and keeps its listeners updated with latest Bollywood gossips and happenings. They share celeb photographs, videos of evergreen songs, etc. Some of Mirchi’s online contests on Twitter- #songsthatmakemyday, #songsthatrockmyworld were even leading trending topics on Twitter for a full day across India.

Radio One focuses on the youth extensively. Most of its tweets are one-liners that are sarcastic and have a humorous touch to it. The listeners can interact with Radio One by addressing (@943RadioOne) their tweet to them. Listeners can also share which songs they want to listen to, on the page.

“Every city’s station at Big FM and the RJs have been very successful in building online communities and conversations to connect with listeners. Our FB page is one of the most active media brand pages. We extensively use our website and social media platforms to promote our daily programming as well as our key spikes,” said Rabe T Iyer, Business Head, Big FM.

While people these days even breathe through social networking, RJs are more than happy to do something out of the box. RJs across all the stations interact through their personal Facebook and Twitter accounts. RJ Malishka of Red FM, RJ Meera of Radio Mirchi, Anurag Pandey of Fever, and RJ Ankit, RJ Salil and RJ Archana of Radio City, are a few to name.

According to RJ Ankit, who hosts the breakfast show on Big FM, social media gives the opportunity to try brand new things, things that radio has been shying away from.

Few days ago, RJ Ankit did a series of visits to the best breakfast joints in town and shared the experience with his listeners. Throughout the campaign he was extremely active on Google+ and used G+ features such as video invite, song invite, pictorial invite, etc. to make the event interesting.

RJ Ankit has more than seventy five thousand subscribers on Facebook and RJ Malishka has exhausted her friends limit on the site.

“We are constantly experimenting with new ideas online and our online forums are buzzing with fresh activity all the time. We have Mirchi Music Awards – South that is coming up this month, and you will see some innovations around it on social media platforms too,” added Balyan.

Big FM plans to go a step ahead on social media by introducing the concept of videos. RJs are an invisible entity and videos would help the audience connect more to the voice they listen to regularly, shared RJ Ankit.

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