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.
Therein lays the power for you online, to get them where they are and bring them back to you radio or TV stations!
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?”
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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.
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According to a University of Oregon Entertainment Option Survey here is how people “entertain” themselves and their using habits:
1) iPhone – constantly
2) Facebook – up to 4 times a day (morning, lunchtime, evening, before bed)
3) Twitter – 3-5 times per day
4) Other Social Media – once a day
5) Entertainment Websites – twice a day
6) News Websites/Blogs – once a day
7) Video Games – around 3 times per week
8) TV (often on-demand such as Hulu, YouTube, iTunes) – around 3 times per week
9) Alternative Weekly – once a week
10) Internet Radio/iTunes (Pandora, Rhapsody, Imeem) – daily
11) Hanging out with friends – daily
12) Radio – occasionally (often NPR)
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“Seem bleak? Not really,” says Zanger, “at least we know what they are doing. So why not get to them when you know they’re there… and tell them you’re there!”

 

Facebook posts and Tweeting for morning shows should be weekdays at 6a, 7a, 8a and 9a.

This past spring I looked at hundreds of Country Music Radio Stations websites/Social Media platform participation and reported findings on Full Throttle Country, Doug looked at all formats and pointed out the following:
-fb/twitter/etc. not easy to find at all
-fb & twitter posts were are at odd hours
-fb pages don’t have links
-fb pages have dated/no photos
-newsfeed/RSS feed’s are unavailable
-blog post gaps and/or no blogs
-movie news was “news” news
-jocks aren’t tweeting and there are huge tweet gaps
-no sharing icon opportunities (like a tweetmeme, Facebook share button or DIGG widget)
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Social media needs to happen every day and CONSTANTLY! Also you should link all platforms together like your Blog, Facebook, Website and Twitter.
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Another area I agree with Zanger on, “Blogs are your best friend! Blogs are good for: search, traffic, content.”  He adds, “make sure you: tag, tag and tag-you’re creating a digital footprint. Remember, Social Media at its best, is storytelling and promotion to highly targeted people. This drives listeners to your digital/social side and then drives them right back to on-air.”
“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.”
It’s ok to experiment. It’s ok to be incremental. It’s ok to try a few things. But you need to be as aggressive as possible.  In fact you should consider hiring a full time Social Media Manager!
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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.