Barry Rooke NCRC 2012 June CFRU 93.3 FM

Outline Background Research Goals and Objectives Methods Findings Discussion Themes Strategies for Success (Individual and Station) Social Media Policy (If Time) Debrief 2

Background Radio host since 1999 R&TV degree from Conestoga College 2 years producer for in commercial radio 3 years staff (Tech, Admin, Manager) at CFRU 93.3 FM Current Board of Directors Vice Chair on CFRU 93.3 FM 3

Research Goal The goal of this study is to provide insight into the methods and motivation to why campus/community radio stations and programmers in Canada use/wish to use social media as a tool to create interaction between broadcaster and listener. 4

Research Objectives 1.To create a “best practice” or framework to assist campus/community radio in Canada to better connect to the communities it serves. 2.To determine the strengths of communication techniques within campus/community radio in Canada in order to better support other community networks. 3.To contribute to the body of literature with respect to community building through social media and technological advances in other non-profit sectors. 4.To design a methodological framework to assist in future communication studies involving social media research. 5

S.M.I.L.E.S Split Methodology Inductive-Linking & Enabling System Qualitative Internet Metrics Semi-Structured & Probing Interview ClosedSurvey Content Analysis for Visual Media for Visual Media (Visual Association) Principal investigator Reflective Journal LiteratureReview Professional Support Quantitative ParticipatoryWorkshops TM Listener Engagement Focus Group (Domain Analysis) ComparativeAnalysis

Creative Commons Copyright Attribution-NonCommercial-ShareAlike Creative Commons license 7

Findings – Case Study 8 *as of Oct 2010

Motivations for using social media number of replies percentage of replies (n=117) Feedback about the show/station6555.6% Promotion of the show/station5446.2% Providing additional content to off-air listeners4034.2% Communication about the station itself76.0% Personal/Station/Community growth6454.7% respondents replied with between 0 and 6 motivations 230 Findings - Motivations “I enjoy hosting a weekly program, but I find it even more exciting when I'm getting feedback, requests and other things to know people are actually listening to me!” “Offering information and other sources to expand on show topics is a good way to build the outreach efforts of the show itself and provides more support to community listeners.” 9

Findings - Methods 10

Findings - Methods Methods used to create interaction number of replies percentage of replies Twitter*8813% Website8813% 8413% Facebook Personal Profile*629% Facebook Fanpage*518% Facebook Group*426% Blog*365% ListServ365% Billboard posting in station264% * Denotes web 2.0 platform Individuals replied with 659 total platforms used

“WHO CONTROLS THE STATIONS SOCIAL MEDIA?” RESPONSES BY STAFF 12

Findings - Support 13

Findings - Policy 14

Theme 1 : Motivations & Methods Commercial radio – drive traffic to website Public radio – meet its “mandate” News – 96% of newsrooms use Twitter or Facebook to provide additional means of information distribution Social media as a platform for discussion fosters growth of communities surrounding “sensational interests” Age – younger programmers and shows that target younger audiences more likely to use social media 15

Theme 2 : Identity Management “Convey a desired image that matches the expectation of the listeners or readers in order to create a believable and enjoyable individual to whom they may listen to or engage with online” 16

Theme 3 : Location 17

Theme 4 : Blogging as information utility and credibility 18 Theme 5 : Cost and Funding

Strategies for Success Platforms - Facebook 19

Strategies for Success Platforms - Twitter 20

Strategies for Success Platforms - Blogs 21 Platforms - YouTube

Strategies for Success Programmer: 2-3 platforms max Cross-promote platforms 22

Strategies for Success Programmer: Use a checklist in preparation Posting (between twelve and four hours) in advance of the start of the program, Having social media feeds open and operational during the show, Reminding listeners on-air how they can participate in interaction with the jocks, Announcing and website addresses Where to go for additional off-air content and/or to hear the show again. Having guest post in advance on their platforms 23

Strategies for Success Programmer: Follow-up! track what is being said about a show, station or trend by using Twitter #hashtags and keywords, as well as Google Alerts, Klout.com, Using insights and statistics from Facebook pages, Hootsuite.com for Twitter, and YouTube Analytics, Links in signatures Be conversational, respectful and respond in a timely manner 24

Strategies for Success Station: Have a policy in place (will come back to this) 25

Strategies for Success Station: Evaluate the needs before starting a campaign/platform Determine what platforms to use (Internal and External) Squat on platforms 26

Strategies for Success Station: 27

Strategies for Success Station: Have a designated leader use social media within the station Post Daily Require staff to read Posts do not have to be always new, encourage others to post 28

Strategies for Success Station: Provide Staff and Programmers with opportunities to post on “station” dedicated pages Encourage the use of links and #hashtags in all posts Increases involvement with the station, allows for cross-promotion between show and station listeners 29

Strategies for Success Station: Link to sites such as Paypal.com for funding Maintaining an online platform for information, such as a Wiki, forum or website allows programmers the ability to access information without the need to engage staff. Winner for this award: CJSF

Social Media Policy 31

Future Research What is the best platform to reach the target audience based on show features; What are the participant’s perceived view of success, and success as indicated by industry standards; Social media and news distribution; Podcasts and legality; Wiki’s as a source of information archives. Adoption process 32

Barry Rooke