November 1, 2012
Once upon a time in the early 90s, a DJ friend of mine complained that webcasting "wasn't radio." He predicted that in a few years the web would be remembered as a fad, not unlike CB Radio. He was absolutely right about one thing: the web is not
like radio. In terms of building audiences, it's infinitely better.
Yet many broadcasters still treat social media as a means of repurposing their radio content instead of treating it as a medium in its own right. They need to know that social media and radio broadcasting have key similarities, and one of them is this: good programming leads to larger audiences, which attracts more funding to support and improve your operation.