TV/Radio vs. Business on Social Media

22 May TV/Radio vs. Business on Social Media

We often take a look at social media from the perspective of our clients – what platforms are being used, what’s the importance of social for SEO, who’s doing what right or wrong.  But recently, I came across a piece of research focused on television and radio stations that I found interesting.

The study, which published May 4 of this year, was the third in a series of reports developed by the Radio Television Digital News Association (RTDNA). Professor Emeritus at Hofstra University in New York, Bob Papper conducted the study, which surveyed 1,688 operating, non-satellite TV stations and 3,704 radio stations at the end of 2014.  The research covered everything from the social stats that I plan to discuss in this post to newsroom salaries, women and minorities, etc.  Obviously, the social piece is what I was most interested in and seemed most relevant for a discussion on The Sounding Board (and, since you’re reading our blog, probably the most relevant for you, as well).


Here’s a look at some of the main findings:

  • 72.4% of news directors said they did something new in social media in 2014 while 27.6% said nothing new
  • 42.9% of radio stations said they did something new in social media in 2014, but 57.1% said nothing new
  • 99.3% of TV stations have a Facebook page vs. 90.8% of radio stations
  • 99.3% of TV newsrooms are active on Twitter vs. 59% of radio newsrooms


These show that TV stations started using Facebook and Twitter more this year than the year before (in terms of the report, they did more planning when it comes to participating in social) and that radio was already relatively active on Facebook and Twitter so they didn’t do anything new, just focused on increasing engagement and probably creating better content.

What is interesting is the newsroom participation on Twitter, which makes complete sense. Radio stations aren’t as active, because they don’t necessarily have continually new content to push out like broadcast news, since it can be assumed the mix of surveyed was most likely a mix of music and news stations.

So how can we make use of this data from a B2B perspective?  I think it helps to show that having a continuous stream of new (or even refreshed or repurposed) relevant content is what makes it possible for businesses to increase social activity, which is the first step to achieving business goals through social media: engagement, brand awareness, website traffic, SEO, etc. that help close deals and sell.   For news stations (and some businesses) this happens easily and organically, but for others, i.e. the “radio stations” of business, you have to get more creative with your efforts.  Again, this may mean more repurposing existing content than creating anything new and simply being more strategic with what you have to work with.  This can come in the form of visuals, video and infographics that present content in a new and interesting way for your audience.   Although being a “TV station” business can sometimes make life easier from a social media perspective for volume, it doesn’t always mean your content is superior.  Creativity and strategy are still vital.

Want to read some interesting facts about businesses on Facebook?  I liked these easy to read “25 Facebook Facts and Statistics You Should Know…


Kate Nesbitt
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