11 (Unpretentious) Ways to Promote Your Radio Story with Social Media
Here’s a portion of my recent article for AIRBlast from the Association of Independents in Radio:
Introduction: Securing a broadcast is now just a step along the way in spreading a radio story. How can producers plug into online networks to hook new listeners? Social media strategist and AIR member Will Coley discovered his zest for radio at the first Transom Radio Story Workshop, and in 2012 developed the Working Now project as a SoundCloud Community Fellow. His stories have broadcast on KCRW’s UnFictional, Transom.org, and Georgia Public Broadcasting, among others. Here he shares his top tips.
For many broadcast journalists, social media can seem like a time-sucking procrastination tool that others use to boast. I’d like to suggest that it offers fruitful ways to increase the impact of your stories without seeming like a huckster.
After working for many years in nonprofits, I’ve learned that digital stories rarely have their own legs. As a new radio producer, I’ve discovered that I can apply many of the lessons I’ve learned to promoting stories. In much the same way, AIR’s experience with the Localore projects proved that it’s important to use an array of digital tools to engage new audiences (see “What’s Outside”).
We need to help people find what we make. Even if you work for a station or production company that has its own robust social media strategy, you still have a role in getting your work to new audiences.