It seems that radio station management and air personalities are in a constant war over social media. Stations want to maximize the reach popular radio personalities can bring for their brands. And rightfully so. After all, they’re paying for it! Yet air talent should constantly be building their own personality brand. So the question remains: Should talent have a separate social media presence?
The answer is, generally, YES. People (and most listeners re real people) relate to individuals and connect with them more than to groups or general brands. Individual personality and show accounts can often be more powerful than station pages.
But in radio, this is where battles often brew. Building and managing a social media community is hard enough without internal fighting. When there’s a tug of war over social media presence, it’s even more challenging.
Can’t we all just get along?