I run two radio shows (though I’ve taken a little break lately due to life circumstances). Both of these radio shows are online radio shows. Each show is somewhat different from the other show in terms of its focus and potential audience. Social Media Coach focuses on discussing on-going social media trends, social media behaviors, and other relevant topics. It could appeal to businesses, but will also appeal to people in the social media industry. Imagine Your Reality Radio is a show where I interview other businesses about what they do and how they reach out to their clientele. Its audience is primarily other businesses and/or clients of the people I interviewed.
With each radio show, I had to be very clear about who the ideal audience was as well as what I hope such an audience would get from either show. And I also need to be clear on what I hope I will get from doing such shows, since there’ a fair amount of time and effort that goes into putting the show together and then actually doing it.
Many businesses haven’t really adopted internet radio. I think its because they aren’t sure if its really useful, but I’d argue it actually is very useful in terms of raising awareness about the business and key people in the industry the business is in. In fact, done right, internet radio can be used by some businesses to really help their clients out and in the process ensure client loyalty. Afterall who doesn’t want to be interviewed? A business that interviews its clients can leverage that interview for social capital with the client as well as showing potential clients how the business looks out for the people who do business with it.
The reason Radio and other mediums aren’t focused on as much when it comes to audience boils down to the fact that many businesses aren’t fully utilizing the available technology for its optimum value. But if businesses can determine who might listen to a radio show (which with ipods and other tech is pretty much any and everyone) then they can create specific shows that allow them to provide information, interview, and otherwise develop themselves as resources and experts for the audience who listens to the show.
