CROSS POSTED FROM PRSA PHILADELPHIA BRAINSTORM BLOG
Professor Keith Brand of Rowan University discussed his research on how radio stations are using social media. This is from the IAOC Conference in Reykjavik, where we are producing podcasts for PRSA Philadelphia.
Looking at NPR profile, noted adults 45-60 are top group listening to NPA, he said. Younger listeners are not listening as much.
Paper looks at different examples of radio stations or networks dealing with "participatory culture," endemic to the younger demographic.
Problem with these services that radio stations are trying are – attempting to create separate programs for separate sudiences.
Brand focused on Vocalo, a podcasting/broadcasting initiative by Chicago Public Radio that puts members of the community on the air in their own voices. Vocalo rhymes with the Spanish word Zocalo, which means "plaza." Currently broadcasting on an unused repeater frequency, but a signal strength boost is coming.
Metrics – measuring amount of content being uploaded and downloaded on the website
Participatory approach could be a way to get younger people reinvigorated about radio.