Hundreds tune in every morning and afternoon when driving to and from work. Others use it to pump up their adrenaline before hitting the club. Callers are constantly calling in for a chance to win tickets or make requests. Some routines may never change, but one thing is for sure: social media is affecting the way people are consuming radio.
To connect with consumers these days, media must utilize social media to survive. Radio is no exception to this new standard. Radio stations have launched their own Twitter accounts and feeding their followers the latest updates on news, concerts, and music releases. When tuning in, DJ’s will ask listeners to hashtag certain key phrases and voice their opinion over Twitter. Some will even read trending tweets on the air. The tweets can range from news or listeners opinion on a certain topic.
Radio is known to release the next hottest hits. Yet, thanks to Youtube, Facebook and Twitter the next hit songs are emerging online. In order to survive, radio must appeal to the masses. They have begun to play songs that have popularized online. Gucci Gucci, The Harlem Shake, and Gangnam Style are perfect examples of this new phenomenon. Artists and DJ’s have even begun mashing online hits with their own songs live on air.
Pandora, iHeart, Sirius Satellite radio have also surfaced in recent years. These online stations were created to be customized by the user’s preferences and personality. Users can listen to what they want and when they want. Listeners can let others on their social media feeds know what songs they are currently listening to. Just another way for other listeners to be exposed to new music via social media feeds.
Terrestrial stations have also launched online listening players. Therefore anyone anywhere could can tune in and hear. They can also write in requests online and join in conversations that are trending. Despite online efforts, radio still limits the users control on what they hear.
Many argue that radio is dying to newer technologies and social media. As I just demonstrated radio has done a good job of combining social media and updating old models. Social media continues being a dominant force in media. New features and websites are continuously launching. Radio is here to stay and will evolve as social media progresses.
By: Joanna Ruffin
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