Why Social Content Is Essential To Every Radio Station

Every conversation (note that Facebook asks "what's on your mind" and then calls them "stories from your friends") is for the benefit of the audience, communicated one to one.

• Each listener must feel that he/she is part of the conversation.
• Let the listener tell the story.  Don’t interrupt.  React and respond.
• Record as many listener voices in advance and pre-edit them.  Radio is an audio medium.  Make the most of sound. 

Sure, encourage text messages, emails and social content, but then call back the best ones and get the person’s voice for use on the air.  Edit them tightly.  Get to the point.  There is no need to punish your audience with small talk like “hello, how are you, thanks for calling.”

• Think about plot lines.  Edit in advance for a clear beginning, middle and end to each story.
• Cast the drama with your team’s characters.  Who is best, given their values, to be the generator for this interaction?  The reactor?
• Feel free to edit laughs and phrases from callers you recorded previously.  It’s show biz.  Reality TV has taught us that compressing a big story line into less time increases impact and power.

Don’t waste a second.

Some programmers will say that's due to PPM.

Actually, it's simply the pace of life today.