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Is Social Media A Waste of Time?

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Ed Keller is the co-author of a new book called "The Face-to-Face Book." Keller says real relationships rule in a digital marketplace. While everyone is busy trying to figure out how to increase followers on Twitter and hit their 5,000 like limit on Facebook, Keller says 90 percent of consumer conversations still take place face-to-face. We asked him how radio managers can improve positive word-of-mouth with local advertisers, how to strengthen your social and digital strategies, and to identify specific "talkworthy" brands and how they go there. It's an outside-the-building perspective we all need every now and then.

Listen to our interview with Ed Keller HERE
To contact Keller directly, reach out to Angela Hayes
To purchase Keller's book, visit the link below.

(6/20/2012 7:03:53 PM)
So many managers remind me of us when we were kids - counting the days when the excitement of Santa's visit would finally culminate somewhere between getting a pair of shoes or a Ferrari... depending on the scope of the story. Then, one day, we were told: "We weren't actually lying to you, kid. We were just bullsh##ing." Sorry"

So it is for any radio-folk who think their chestnuts are about to be pulled out of the fire by their online participation.

For better and more exciting results, see: Programming. (Unless they have been a complicit part of the conspiracy story.)

- Ronald T. Robinson
(6/20/2012 9:51:41 AM)
Although I wasn't crazy about the way he describes social media as a "gold rush" or "frenzy", I did like the point about a people strategy.

He says to start with a people strategy before you develop a social media or online strategy. This is a smart thought. Social media is based on the relationships brands can develop with consumers. If you miss the mark there by ignoring the relationship factor, you aren't likely to reach your social media goals.

- Stephanie Winans
(6/20/2012 8:54:38 AM)
Hard to take a conversation about social media serious from someone who thinks there is a 5,000 limit on FB pages and that radio's goal is to hit it.

- Chris Williams
(6/20/2012 8:41:13 AM)
Agree and disagree. Agree that "high touch" is important. Disagree that it's better than "high tech" as he implies. It should not be one or the other thinking. They are two different things in radios case. Social media is not just about the actual "social" interaction aspects but also search engine relevance and brand awareness. No question personal relationships are important to close sales and build relationships but best to have both working together synergistically IMHO.

- Ron Erak
(6/20/2012 5:30:09 AM)
I would be very interested to hear Loyd Ford's take on this. Social media is so pervasive, anyone who ignores it, does so at his own peril.

- Bob Brandon

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