Social media reinvents itself constantly—one week it’s all about short-form videos, the next it’s AI or the newest platform on the rise. For radio stations (and everyone else), keeping up can be overwhelming.
But in honor of Social Media Day (June 30), it’s worth pausing to remember: not everything has changed.
When it comes to using social to extend reach and deepen listener relationships, three core principles remain just as true now as they were nearly two decades ago when social media was in its infancy.
Connection Is Still King
“For radio, it has always been more about connection over cume, and relevance over reach.” – Fred Jacobs
Radio has always been personal—familiar voices, local updates, call-ins. Social platforms simply extend that connection.
Social Tip: Engage intentionally.
- Use polls and questions
- Highlight listener shout outs: “Tag us in your workday selfie!”
- Share user-generated content (UGC) from events, bumper stickers, swag, etc.
- Respond to comments—quick replies foster community and boost post visibility
Need ideas? Peek at how K-LOVE uses Facebook to connect with their listeners on social.
Content Should Still Serve, Not Just Sell
The less interested we appear to be in the audience, the less interested they will become in us. Showing we’re interested means we are acknowledging them, we’re studying the content, serving up what they expect from us, and always evolving in the space. – Lori Lewis, founder of Lori Lewis Media
Ask a radio veteran how to grow your station’s audience and they’ll tell you to serve your listeners. Serving listeners doesn’t come from constant promos or just telling people to “tune in,” it’s built by consistently showing up with content that listeners care about. Content that entertains, informs, or makes listeners feel seen, serves listeners.
Social Tip: Repurpose on-air content as a means to efficiently serve listeners on your station’s social platforms.
- Share stories from on-air talent and invite dialogue
Social media is a way for on air personalities to extend their interaction beyond over the air. Similar to listener call-ins, social media platforms allow radio stations and their on-air personalities to engage and interact with their audiences in real time. – Nick Arias, Research & Insights Assistant, RAB
- Post quotes or soundbites from shows and speakers (with visuals for impact and more sharing potential)
- Share local news bits or listener photos from events
Consistency Builds Loyalty
Just like in radio, trust grows when you show up regularly. While you don’t need to post daily, having a steady, familiar rhythm helps build a loyal following.
Social Tip: Think of social like a programming grid.
Create a weekly posting structure, such as:
- Monday Motivation (share quotes)
- Tuesday Behind-the-Scenes Reel
- Wednesday Trivia
- Throwback Thursday
- Friday Fun – Highlight Local Weekend Events
Tip: Plan 60–70% of your content in advance, leaving room for trending or spontaneous posts.
Final Word for #SocialMediaDay
Trends change. Platforms come and go. But what makes social media work for radio hasn’t changed:
Stay connected.
Serve your audience.
Show up consistently.
