By: Lee Ann Jackson August 24, 2023

In today’s digital age, the role of social media for radio stations is a significant one. More and more, radio stations are embracing the power of social media to extend their reach and engage with listeners.

As algorithms on social platforms keep changing, making it more and more challenging to reach your target social audience, the question is whether to invest in paid strategies or not.

There are two main types of social media marketing: paid and organic.

Paid social media marketing is when you pay for promotional content to be posted on social media, such as advertisements and sponsored posts. This type of content can be seen by your current subscribers or followers, as well as people outside of your following.

Organic social media marketing shows up in the feeds of people who already follow an account. It is beholden to the algorithms of social networks, which means that only a fraction of a company’s followers, and anyone they share it with, might see its content. Organic posts include everything a company shares that is free, such as user-generated content, images, video, and links.

The interaction between paid and organic social media content is a key approach to amplify audiences and foster a deeper connection.

Ways for stations to leverage both approaches for maximum impact:

Promoting high-quality content through paid channels can give radio stations a considerable boost in visibility. Consider promoting:

  • Exclusive interviews
  • Behind-the-scenes footage
  • Highlights from popular shows,
  • Giveaways and Contests

While paid strategies provide a strong foundation, organic efforts add depth and authenticity to a radio station’s online persona. Connect with listeners on a more personal level by sharing content that entertains, educates and encourages conversations like:

  • Thought-provoking questions
  • Polls
  • Reposts of user-generated content (UGC)

Together, paid and organic social media strategies empower radio stations to resonate with their audience in multifaceted ways.

Paid efforts amplify reach, while organic tactics cultivate authenticity and community. Incorporating both approaches will better position your station to create a robust social media strategy!


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