I get this question, a lot. Has the gravitation toward social media impacted the use of and the effectiveness of your radio stations as a vehicle for advertising? And while social media has gained a foothold and some momentum in the last five year, Radio continues to be a solid vehicle to reach consumers. It is a way to reach consumers in which you, as a business, are in control of the conversation and surrounded by a friendly environment from which to communicate. According to new research from Borrell Associates (Gordon Borrell is the guru of on-line media), which found radio moved up in importance among local ad buyers. Gordon says, “I’m impressed by radio’s continued resilience.” Part of the reason for this renewed confidence is the ability for radio as a medium to reach consumers and speak directly to them as they are on the move.
As far as the impact of social media, well… Five years ago, 57% of local businesses reported being active on a social media site. Today 85% have a presence on at least one platform. “Facebook is the platform of choice, by far,” the report says, estimating 2.5 million U.S. businesses are now buying ads on the platform—which is twice as many as 18 months ago. And at least 90% of radio advertisers have Facebook profiles and 77% are buying ads on the social network.
How can Radio’s big reach help you with your social presence? Many businesses have found that advertising works best when all messages are driving toward the same result. Therefore, social media may be the perfect pair with your radio advertising. Together they can be a cost-effective way to reach more people. Radio strength is local content, and many consumers are loyal to station brands and personalities. While social provides the ability to have one-on-one interactions and the power to humanize your brand.
Not sure how to do this – you can ask us. Call Connie Hayes at 806-748-2404 or call me directly at 806-748-2405. We can sit down with you and help you plan your coming year, talk about your brand strategy, and craft a plan to harness both of these opportunities to increase your market share in 2017. We can manage both of these advertising platforms for you and simplify what may seem like a very complicated strategy.
Christopher E. Fleming
Chief Revenue Officer & General Manager
Ramar Communications, Inc.