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Arbitron Is Watching What You Tweet
3-13-13
Most people know what to do when they come into contact with a listener that has an Arbitron PPM or diary. They know because the repercussions of trying to influence that person are very costly. Arbitron wants stations to know there are also rules when it comes to social media and stations need to abide by those rules or face similar harsh consequences.
Yesterday, Arbitron clients sent out a list of social media guidelines on what stations can and cannot do when it comes to ratings. Arbitron said, "While these platforms create more personalized communication with listeners, social media can also lead to rating bias or rating distortion if not managed properly."
Here's what stations are told not to do:
• Don’t attempt to learn the identity of Arbitron respondents. The station may be delisted, even if the attempt doesn’t succeed.
• Don’t address comments to panelists or diarykeepers.
• Don’t discuss ratings #even ratings success# on social networking sites. Doing so may prompt respondents to disclose their participation.
• Don’t post comments encouraging listeners to participate as panelists or diarykeepers.
• Don’t offer anything of value to self-identified panelists or diarykeepers.
Here's what stations should do:
• Notify Arbitron if a respondent reaches out to the station via social media #or any other means#.
• Remind station staff that social media comments are subject to same guidelines as on-air comments.
• Contact Arbitron for a confidential pre-review if you are unsure about comments you wish to post.
• Contact Arbitron if your staff sees posted comments directed to an Arbitron respondent.
• Contact Arbitron if the station learns the identity of an Arbitron respondent #by any means#.
• Review the following materials at arbitron.com.
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(3/13/2013 2:46:43 PM) Arbitron, et all: Take a look at what Bob Struble tweeted - "drove home on Ambien and didn't remember anything": http://twitter.com/rjstruble/status/2425449691 I made Struble stop Twittering because I used to post all of his shit on my blog! |
| - LMFAO!!! |
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(3/13/2013 2:42:19 PM) |
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(3/13/2013 11:02:27 AM) "Don’t post comments encouraging listeners to participate as panelists or diarykeepers." Dumb, stupid, etc. All should be running promos encouraging participation if they receive a diary as that's the biggest problem extant for diaries - people don't want to participate. We get fewer and fewer of the busy, higher-income listeners as part of the survey and that is who some of us target. |
| - Robert |
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(3/13/2013 9:06:05 AM) Pretty intrusive of Arbitron from a company many of us have NO relationship with. It's like YOUR Mother-In-Law telling me to take my own garbage out. They have a virtual monopoly, don't publish non-sub 6+ numbers any longer, and now they want to dictate how we promote or discuss our stations??? Yikes... |
| - Jackson Dell Weaver |
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