Bridge Ratings has some new study results out that focus on the successful use of social media marketing by radio stations and other businesses. It finds that effective social media marketing executed on properly selected social network sites can have jaw dropping results.
The study outlines a Social Media Network Hierarchy strategy based on social media behaviors within various demographics. For example, girls 12-17 use different social media sites than other age groups. Once the correct social media behaviors and sites are identified, and “If messaging is done properly (short in length, keyed on strategic products or services with targeted creative) and with precision, response rates can accelerate. Repetition plays a factor as well.”
Basically the study says that social media marketing can be extremely effective, provided that the target demographic’s online social behavior is well understood, product messaging is “laser-focused”, repetition is limited, and campaigns are well executed.
Several examples document the strategy, such as a CHR station that used frequent messaging on social network sites to promote contests, on-air features and client promotions and saw a 25% increase in response. A record company that increased digital downloads by 34%. A broadcaster that grew listening sessions by 75% in 4 weeks, and an Internet radio station that grew sessions by 20% over 6 weeks.
You can read the study summary here.