The Digital Daypart – Using Social Media to Win in Broadcasting
In Broadcasting, dayparting is the practice of dividing the day into several parts where radio programming or television programming is aired or on the marketing side, bought. Programs are most often geared toward a particular demographic, and what the target audience typically engages in at that time. Rush hours are more specific to radio stations and traffic reports are usually given at these times, and rarely at others. Arbitron, the leading ratings service in the United States, divides a weekday into five dayparts: morning drive (6-10 am), midday (10 am-3 pm), afternoon drive (3-7 pm), evenings (7 pm-12 midnight), and overnight (midnight-6 am). There is your Broadcasting lesson for the year. *wink*
Let me introduce you to the The Digtial Daypart or as you might call it Social Media and Social Networking.
Awhile back I attended a Conclave webinar featuring digital-age entrepreneur Doug Zanger addressing, “The Digital Daypart – Using Social Media to Win Big”. You may have heard of Zanger, a former radio guy from Portland, Oregon, heard his national voice over work, one of his popular podcasts, you might know him as the copy writer that has picked up a national award or you may have caught his work as a blogger on Advertising Age. Any way you know him, Doug shared his thoughts on radio today and what you can do to make the most of your resources.
“Social Media has the power to take your communication one step further – to the listener’s turf,”exclaims Zanger.
Promotions could and should live online. People accept a certain level of advertising; they understand we have bills to pay. The secret is to understand the power of the new conversation, and to have courage. You need to accept the facts – it’s the “end of the bullhorn era,” says Zanger. You must embrace the new litmus test of content – “can the listener get this somewhere else?”
Emotion is the most important part of effective creativity! As you know communication and conversation changes daily and we’re not broadcasters any more, radio is an entertainment option.
Facebook posts and Tweeting for morning shows should be weekdays at 6a, 7a, 8a and 9a.
-fb/twitter/etc. not easy to find at all
“Each Social Media Platform has a personality: Twitter is like a cocktail party. Facebook is the backyard BBQ. Blogs are like a coffee shop conversation.”
You can EASILY see how this “Broadcasting” advice and suggestions are applicable to anyone’s practices. As you can see Radio and TV station are using Social Media just like their advertisers. All of them trying to figure out where and where their audience IS online.
How are you managing the different Dayparts for your Social Media efforts? Or are you even looking at “Digital Dayparting” yet?
For more information about The Conclave: http://www.theconclave.com/
Conclave, this organization was founded as a regional gathering of communications professionals.“Through education, the Conclave’s mission is to improve the quality of broadcasting and related industries so they may better serve the public interest.” In order to do this the Conclave conducts seminars throughout the year keeping with its mission statement, and makes available on an annual basis broadcasting school and baccalaureate scholarships.