Radio's Future

By Kellie Lala

We all hear it.  Those new buzz words around social media.  There is much hype and excitement about these new ways to communicate with friends, relatives and even your customers.  Heck, I have been in the radio business for over 18 years and there are always new things to learn, know and use. 

I am excited about the role of traditional broadcast (Radio and TV) in the new media mix.  Prospects and clients tell  me all the time how effective “word of mouth” advertising is.  Yes, I agree that it is a powerful tool because it is like a personal recommendation and it’s free.  I go on to say that radio is like “word of mouth on steroids” because it reaches thousands upon thousands of ears each and every day and you control that message.  Social media is much like that as well.  People telling their friends how happy they are with a product, service or experience.  They can tell a few hundred people with the push of a button.  

A new September 2010 study by Cone, a division of the Omnicom Group , reveals that being a business that wants to attract followers or friends on social media is not that easy.  Their study says “Even as new media adoption explodes-up 48 % from 2009-loyal followers can be hard to come by for companies trying to reach consumers online.  With millions of the world’s brands a click away, new media users still choose an average of only 4.6 companies online, making this the most difficult way for a company to gain access.”    

While other traditional media struggles, radio and TV are becoming an even more important way to market and communicate to your prospects for many local advertisers.  Have a presence with social media, just don’t put all your eggs in that one basket.  There is a lot of competition to be one of those 4.6 “friends”.