Radio, the hallmark marketing outlet of the traditional record industry, faces its own share of huddles to overcome, if it hopes to forge a bright path into the digital age. Mainly, learning how to integrate a social media mindset into an old media world. And thus far, Mark Ramsey says their social media efforts are pathetic at best. He squarely asks if broadcasters realize that Pandora knows infinitely more about each one of its 60 million consumers than the average radio station knows about any of theirs; they don't. This part applies to equally to radio and artists:
"Your radio station is to a radio network as any one of your listeners is to her network of friends, her 'social network.' And 'social media' describes the content and the pipeline for that content people choose to share with their friends. Where there’s no sharing, there’s no 'social' and no 'media.' Social media is not a promotional vehicle per se for your station. It is a network of relationships that live outside you – it is a set of connections you can be part of only if the participants in those relationships want you there. (Read more.)
