O recurso a redes sociais (estar ligado com os 'ouvintes')

«(...) by implementing social networking media, like personality websites, blogs, MySpace pages, and Facebook profiles, radio stations are reaching audience members with an unprecedented level of interactivity.  A recent survey conducted by News Generation among the top-20 radio markets collected more information about which type of social media stations are using and the function they serve. (...) Among 36 stations surveyed, virtually every station reported that they use a webpage to provide extra publicity for the station and to stay connected to listeners.  Websites appeal to the active listeners/users who visit the radio station site almost as often as they tune to its frequency.  In order to satiate an ever-growing interactive appetite though, station websites must give their listeners more than what they can get on the air.  Dana Hall from Radio-info.com states, “Social networking through your favorite station is one arena where broadcasters should be taking their websites.”  Hall urges stations to go beyond their on-air format by offering web-only contests, expanded interviews with core artists, DJ blogs, systems for listeners to chat amongst themselves, and featured podcasts.  By utilizing more interactive tools, a station website can help define and sustain a station’s brand. (...) almost half of the survey respondents utilize DJ blogs, and several offer links to a DJ’s MySpace page or Facebook profiles.  Why throw listeners to external sources outside the station realm?  Again, that’s where the audience is.  MySpace currently services 110 million users and Facebook houses 59 million.  These users post their favorite photos, contacts, videos and songs and so naturally, their favorite radio station and DJ fall right in line. »

fonte: Station Listener Turned Station User, by Megan Heffernan, News generation newsletter, Volume 11, Issue 1 Primavera 2008