Integrating Radio Advertising with Social Media

    As someone that has a past in the radio industry, I have seen many different forms of advertising and marketing campaigns. In fact, when I was in charge of the advertising campaigns, I also integrated the advertising with our social media pages. While the radio group that I worked with was not large at all, our clients did see quite a bit more business with our social media posts, along with their air time.

    While this did take quite a bit of convincing, I was able to get my old boss to sign on a sponsor for our weather updates. These simple 5-15 second readings were able to make money with something that we were doing anyways, and took very little time for us to include in the broadcast. In addition to this, we also wrote weather updates on our Facebook pages, which would also include the companies name, and a link to their website. We did try to keep the sponsorship relevant to weather, and we ended up having a local outdoors shop as the sponsor. This ended up bringing more people into the door for the shop, and they continued to sponsor the weather updates until I was finished at the station.

    With something like a weather broadcast, it is relevant to everyone. Even with this, we still targeted the advertising to someone that would be getting outdoors and enjoying the weather, or dealing with the elements. Since we tagged the store in our social media weather posts, we were able to get exposure through their social media sites as well. This drove people to our stations, and also to our other advertisers. This ended up being quite effective, and beneficial to both parties.

    While the reach for this campaign was very limited, we were able to see more traffic to our social media pages, even if it was just through a simple weather update. The only way that this could have been more effective, would be if the weather sponsorship would have been with a larger radio station with a larger broadcasting range. This is what the store ended up doing, and I can only imagine that their business has only benefited from this. For someone that is into outdoors such as myself, hearing a shop like this advertising on weather updates, I would probably check it out. It is not a very sophisticated form of advertising, but it is quite effective.