International social media analytics firm
Brandwatch's just-released report on radio listener Twitter activity in the U.S. and U.K. points out:
"Radio stations do not tend to reply to the comments aimed at them, seldom engaging with listeners at all."
- Celebrity culture is a main driver of conversation, with over a
quarter of all listener mentions relating to celebrity news, interviews
or songs.
- Radio stations act upon this trend, with 41% of radio stations directing @interactions at celebrities and 32% towards brands.
Would listeners like us better, telling their followers and friends about us in more positive ways if more of our Twitter conversations were listener-based?
- The use of competitions as part of a social strategy was generally a successful tactic
- Of all personalities’ personal tweets, only 5.5% were about their radio station.
- Sport stations are the most social on Twitter, using @mentions to talk to their audience much more frequently than other genres.
Negative
discussion centered around stations can gain rich insights from this
social data, helping them understand which content works best.
Over the period analyzed, 1% of the conversation was negative. Although a
seemingly small number, it accounts for 3,200 mentions, very few of
which were responded to.
32% of social customers expect a response to a complaint within 30 minutes. Research by Nielsen demonstrates that 71% of consumers who experience a quick brand response are likely to share that with others.
To get the full picture you
can
download the full report for free here.
