Why Twitter is like Peanut Butter Cups

Posted on January 6, 2011


Without any prompting from me I swear, I recently overheard two women discussing how certain Chicago radio stations use Twitter.  The stations being discussed were all-talk WLS-AM and CHR WSKC (Kiss 103.5).

The first woman complained that all WLS does with their feed is pimp upcoming segments with information about what guests will be on and when. Agreeing that was completely self-serving the other woman talked about Kiss’ feed which was constantly filled with new content directly from the studio such as photos of the morning show and videos with guests. She added that they never pushed what was coming up on the station.  The first woman agreed that would be much more interesting than the steady stream of upcoming content notices.

In reality the best approach is a combination of both styles. We’ve learned with PPM that occasions of listening, how often you can get people to tune in, has a huge effect on ratings (see yesterday’s post, “What’s The Occasion?”). Twitter is one of several outlets you can use to catch people’s attention and hopefully get them to make an appointment to listen which is what WLS is trying to do. However, we also know that shameless marketing without any content is wallpaper to the audience. They are constantly bombarded with marketing messages.

If  they could only meet in the middle like the chocolate and peanut butter in the traditional Reese’s Peanut Butter Cup’s commercials: ‘Hey you got your content in my promotion.’ “No you got your promotion all over my content.’ The result would likely be a group of followers who come to the stream for content and end up tuning in for the show. 

When you use Twitter, or any other sort of social media, it’s crucial to provide something more interesting than just what time the next ticket giveaway will occur. Always try to give the listeners reasons to continue to interact with you on all of your social media platform. Then give them reasons to tune-in to your show.