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What is your station or cluster’s market size? 1 to 10 (PPM market) 101+ (diary markets)45 90
In this graphical presentation, major cluster or market size which is covered thoroughly is 101+ diary markets, which is 34% of the market and after that 19% market is covered in 11 to 25 PPM. Half respondents are from diary market while other half are from PPM metros.
17%
34%
19%
14%
16%
What is your station or cluster’s market size?
1 to 10 (PPM market) 101+ (diary markets) 11 to 25 (PPM market)26 to 50 (mostly PPM markets) 51-100 (mostly diary markets)
11 to 25 (PPM market) 26 to 50 (mostly PPM markets) 51-100 (mostly diary markets)50 38 43
In this graphical presentation, major cluster or market size which is covered thoroughly is 101+ diary markets, which is 34% of the market and after that 19% market is covered in 11 to 25 PPM. Half respondents are from diary market while other half are from PPM metros.
17%
34%
19%
14%
16%
What is your station or cluster’s market size?
1 to 10 (PPM market) 101+ (diary markets) 11 to 25 (PPM market)26 to 50 (mostly PPM markets) 51-100 (mostly diary markets)
In this graphical presentation, major cluster or market size which is covered thoroughly is 101+ diary markets, which is 34% of the market and after that 19% market is covered in 11 to 25 PPM. Half respondents are from diary market while other half are from PPM metros.
What is your job description?
Air personaDigital Ma I’m responsible Marketing/PNews DirecProgram Di107 8 29 15 2 85
Respondents majorly were expected from digital manager but as after survey we come to conclusion that major respondents JD were air personality.
40%
3%11%
6%1%
32%
5%
3%
What is your job description?Air personalityDigital ManagerI’m responsible for social media, but my main job is...Marketing/Promotion person in charge of social/digital mediaNews DirectorProgram DirectorShow producerSocial Media Manager
Show prodSocial Media Manager12 8
Respondents majorly were expected from digital manager but as after survey we come to conclusion that major respondents JD were air personality.
40%
3%11%
6%1%
32%
5%
3%
What is your job description?Air personalityDigital ManagerI’m responsible for social media, but my main job is...Marketing/Promotion person in charge of social/digital mediaNews DirectorProgram DirectorShow producerSocial Media Manager
What are your main duties regarding social media?
Posting conMaintainingAssisting oCrunching InterfacingInterfacing with programming to help boost ratings.45 37 34 20 23 31
The main duties of respondents were divided as the response was equal according to the survey. Major duties were posting content to social media website.
24%
19%
18%
11%
12%
16%
What are your main duties regarding social media?
Posting content to social media.Maintaining discourse with our listeners as the “voice” of the station online.Assisting our air personalities with their social media needsCrunching the analytics for management, programming and sales.Interfacing with our sales departments to generate revenue.Interfacing with programming to help boost ratings.
Interfacing with programming to help boost ratings.
The main duties of respondents were divided as the response was equal according to the survey. Major duties were posting content to social media website.
24%
19%
18%
11%
12%
16%
What are your main duties regarding social media?
Posting content to social media.Maintaining discourse with our listeners as the “voice” of the station online.Assisting our air personalities with their social media needsCrunching the analytics for management, programming and sales.Interfacing with our sales departments to generate revenue.Interfacing with programming to help boost ratings.
How many people have access to your social media accounts at your station?
Every air t It’s a coll It’s a colla It’s all ma We have a designated person as social/digital media manager.33 14 74 2 14
If we think about access to social media accounts, our mind clicks on different social media mediums which may be handled by the team but in this scenario, most of the work was collaborative and it covers 54% respondents.
24%
10%
54%
1% 10%
How many people have access to your social media accounts at your station?
Every air talent is responsible for their own posting.It’s a collaborative process, but includes corporate participation.It’s a collaborative process, but it’s all local.It’s all managed by corporate.We have a designated person as social/digital media manager.
We have a designated person as social/digital media manager.
If we think about access to social media accounts, our mind clicks on different social media mediums which may be handled by the team but in this scenario, most of the work was collaborative and it covers 54% respondents.
24%
10%
54%
1% 10%
How many people have access to your social media accounts at your station?
Every air talent is responsible for their own posting.It’s a collaborative process, but includes corporate participation.It’s a collaborative process, but it’s all local.It’s all managed by corporate.We have a designated person as social/digital media manager.
If we think about access to social media accounts, our mind clicks on different social media mediums which may be handled by the team but in this scenario, most of the work was collaborative and it covers 54% respondents.
Whose job is it to train air talent, producers, account executives and/or other staff on using social media?
I’m there t It’s part o No one’s. EWe have an outside consultant or specialist who does that.43 53 28 8
Training must be given by some professional or any other HR trainer but when it comes to social media training, its an auto thing that you pick in low period and get use to it. 40% respondents replied that it is there own job to learn how to use social media.
33%
40%
21%
6%
Whose job is it to train air talent, producers, account executives and/or other staff on using social media?
I’m there to help, but training is a secondary aspect of my job.It’s part of my job description.No one’s. Everyone is expected to learn on their own.We have an outside consultant or specialist who does that.
Training must be given by some professional or any other HR trainer but when it comes to social media training, its an auto thing that you pick in low period and get use to it. 40% respondents replied that it is there own job to learn how to use social media.
33%
40%
21%
6%
Whose job is it to train air talent, producers, account executives and/or other staff on using social media?
I’m there to help, but training is a secondary aspect of my job.It’s part of my job description.No one’s. Everyone is expected to learn on their own.We have an outside consultant or specialist who does that.
Training must be given by some professional or any other HR trainer but when it comes to social media training, its an auto thing that you pick in low period and get use to it. 40% respondents replied that it is there own job to learn how to use social media.
How much of a priority is using social media at your station?
It has a li It’s a key We aren’t aWe use it, We’re currently not focused on it, but are exploring its potential.11 84 2 29 5
As we all know that social media is the way of market anything or get aware of new or old stuff. As 64% respondents said that it is key to outreach to audience and major part to market.
8%
64%
2%
22%
4%
How much of a priority is using social media at your station?
It has a limited role, as we’re not sure what the payoff is.It’s a key part of our marketing and audience outreach.We aren’t addressing this issue at all at this time.We use it, but it’s not a dominant part of our overall strategy.We’re currently not focused on it, but are exploring its potential.
We’re currently not focused on it, but are exploring its potential.
As we all know that social media is the way of market anything or get aware of new or old stuff. As 64% respondents said that it is key to outreach to audience and major part to market.
8%
64%
2%
22%
4%
How much of a priority is using social media at your station?
It has a limited role, as we’re not sure what the payoff is.It’s a key part of our marketing and audience outreach.We aren’t addressing this issue at all at this time.We use it, but it’s not a dominant part of our overall strategy.We’re currently not focused on it, but are exploring its potential.
As we all know that social media is the way of market anything or get aware of new or old stuff. As 64% respondents said that it is key to outreach to audience and major part to market.
What is your estimated annual budget for your social media staff salaries?
$25,000 toLess than More than $50,00024 89 16
Asking about budget for social media staff was different but when asked, we came to know that major 69% respondents agree on spending less than $25000 for salaries of social media staff.
19%
69%
12%
What is your estimated annual budget for your social media staff
salaries?$25,000 to $50,000 Less than $25,000 More than $50,000
Asking about budget for social media staff was different but when asked, we came to know that major 69% respondents agree on spending less than $25000 for salaries of social media staff.
19%
69%
12%
What is your estimated annual budget for your social media staff
salaries?$25,000 to $50,000 Less than $25,000 More than $50,000
Asking about budget for social media staff was different but when asked, we came to know that major 69% respondents agree on spending less than $25000 for salaries of social media staff.
What is your estimated annual budget for advertising on social media?
$12,001 to$2,500 to $5,001 to Less than More than None 4 14 5 35 7 66
After asking about salaries, we also asked about the advertising budget for social media. 50% respondent said that there is no budget for social media advertising perceiving that social media advertising is totally free. While rest of the respondents agreed on spending some amount on it.
3%
11%
4%
27%
5%
50%
What is your estimated annual budget for advertising on social media?
$12,001 to $25,000 $2,500 to $5,000$5,001 to $12,000 Less than $2,500More than $25,000 per year None
After asking about salaries, we also asked about the advertising budget for social media. 50% respondent said that there is no budget for social media advertising perceiving that social media advertising is totally free. While rest of the respondents agreed on spending some amount on it.
3%
11%
4%
27%
5%
50%
What is your estimated annual budget for advertising on social media?
$12,001 to $25,000 $2,500 to $5,000$5,001 to $12,000 Less than $2,500More than $25,000 per year None
After asking about salaries, we also asked about the advertising budget for social media. 50% respondent said that there is no budget for social media advertising perceiving that social media advertising is totally free. While rest of the respondents agreed on spending some amount on it.
After asking about salaries, we also asked about the advertising budget for social media. 50% respondent said that there is no budget for social media advertising perceiving that social media advertising is totally free. While rest of the respondents agreed on spending some amount on it.
What is your budget for social media monitoring tools?
Between $1Between $5Less than More than None 6 6 19 9 90
After aloting budget to social media, we should also ask about monitoring tool amount for it and result were same as respondents don’t agree to pay anything for monitoring of social media sites.
5%5%
15%
7%
69%
What is your budget for social media monitoring tools?
Between $1,001 and $2,500 per year Between $501 and $1,000 per yearLess than $500/year More than $2,500 per yearNone
After aloting budget to social media, we should also ask about monitoring tool amount for it and result were same as respondents don’t agree to pay anything for monitoring of social media sites.
5%5%
15%
7%
69%
What is your budget for social media monitoring tools?
Between $1,001 and $2,500 per year Between $501 and $1,000 per yearLess than $500/year More than $2,500 per yearNone
After aloting budget to social media, we should also ask about monitoring tool amount for it and result were same as respondents don’t agree to pay anything for monitoring of social media sites.
Which, if any, of these tools do you regularly use?
BrandwatcBuffer Google AnaHootsuite Klout Omniture Share RockSiteCatalysSocial Men2 14 107 74 18 14 2 8 8
Most of the tool used were google analytics, hootsuite and topic pulse as they are the basic tools for social media purporse.
1%
4%
29%
20%5%4%
1%2%
2%1%
5%
2%
18%
6%
Which, if any, of these tools do you regularly use?
Brandwatch Buffer Google Analytics HootsuiteKlout Omniture Share Rocket SiteCatalystSocial Mention SproutSocial TopicPulse TopsyTweetDeck Other
SproutSociTopicPulseTopsy TweetDeckOther5 18 6 66 23
Most of the tool used were google analytics, hootsuite and topic pulse as they are the basic tools for social media purporse.
1%
4%
29%
20%5%4%
1%2%
2%1%
5%
2%
18%
6%
Which, if any, of these tools do you regularly use?
Brandwatch Buffer Google Analytics HootsuiteKlout Omniture Share Rocket SiteCatalystSocial Mention SproutSocial TopicPulse TopsyTweetDeck Other
How much do you use TopicPulse at your station?
Never OccasionalRegularly56 1 1
For topicpulse, most respondents disagreed on usage of this tool. Some of 2% users were regular or occasional while other 96% were non-users.
97%
2% 2%
How much do you use TopicPulse at your station?
Never Occasionally Regularly
For topicpulse, most respondents disagreed on usage of this tool. Some of 2% users were regular or occasional while other 96% were non-users.
97%
2% 2%
How much do you use TopicPulse at your station?
Never Occasionally Regularly
Are you familiar with TopicPulse?
I’ve heard oNo, I’m not Yes, we use it.31 132 16
According to previous question answers, the answers to this question resembeled a lot. Most of the users were not familiar to Topicpulse. Few respondents were familiar with it and they use Topicpulse.
17%
74%
9%
Are you familiar with TopicPulse?I’ve heard of it, but we don’t currently use it.No, I’m not familiar with it.Yes, we use it.
According to previous question answers, the answers to this question resembeled a lot. Most of the users were not familiar to Topicpulse. Few respondents were familiar with it and they use Topicpulse.
17%
74%
9%
Are you familiar with TopicPulse?I’ve heard of it, but we don’t currently use it.No, I’m not familiar with it.Yes, we use it.
According to previous question answers, the answers to this question resembeled a lot. Most of the users were not familiar to Topicpulse. Few respondents were familiar with it and they use Topicpulse.
How do you learn about social media?
We have a I go to ind We have weFrom a fri It’s my job Other63 40 69 27 170 19
Learning about social media is not bad thing, we learn different new things and implement them too. Asking about this question to respondents, there major answers were they learn it by there own as it is there job, 40% people agreed with this statement.
16%
10%
18%
7%
44%
5%
How do you learn about social media?We have a knowledgeable person on staff who coaches meI go to industry conferences to learnWe have webinars and other outside training sourcesFrom a friendIt’s my job to learn on my ownOther
Learning about social media is not bad thing, we learn different new things and implement them too. Asking about this question to respondents, there major answers were they learn it by there own as it is there job, 40% people agreed with this statement.
16%
10%
18%
7%
44%
5%
How do you learn about social media?We have a knowledgeable person on staff who coaches meI go to industry conferences to learnWe have webinars and other outside training sourcesFrom a friendIt’s my job to learn on my ownOther
Learning about social media is not bad thing, we learn different new things and implement them too. Asking about this question to respondents, there major answers were they learn it by there own as it is there job, 40% people agreed with this statement.
Does your station/cluster have an established policy on social media use?
It’s a bit We are haveWe have regYes, we have written policies and they are strictly enforced.44 84 28 77
Companies are established on the basis of policies and the answers were also accordingly. Policies were made and are followed in the station but they were strictly enforced according to 33% respondents.
19%
36%12%
33%
Does your station/cluster have an established policy on social media
use?It’s a bit of the “wild west” here, with no guidelines or policy (yet)We are have general guidelines, but no formal structureWe have regular meetings to discuss things, but not enforced.Yes, we have written policies and they are strictly enforced.
Companies are established on the basis of policies and the answers were also accordingly. Policies were made and are followed in the station but they were strictly enforced according to 33% respondents.
19%
36%12%
33%
Does your station/cluster have an established policy on social media
use?It’s a bit of the “wild west” here, with no guidelines or policy (yet)We are have general guidelines, but no formal structureWe have regular meetings to discuss things, but not enforced.Yes, we have written policies and they are strictly enforced.
Companies are established on the basis of policies and the answers were also accordingly. Policies were made and are followed in the station but they were strictly enforced according to 33% respondents.
Who at your station(s) is responsible for posting to social media?
I do it all. I have no rI occasionalI share responsibilities with one or more other people, or supervise others who do it.19 22 17 176
In this question, we concluded that the respondent divide responsibilities between there employees and supervise them according to the plan which they have made. Apporximately 75% people agreed with this statement.
8%
9%
7%
75%
Who at your station(s) is responsible for posting to social media?
I do it all.I have no responsibility for it. It’s all handled by someone else.I occasionally do it, but not usually.I share responsibilities with one or more other people, or supervise others who do it.
I share responsibilities with one or more other people, or supervise others who do it.
In this question, we concluded that the respondent divide responsibilities between there employees and supervise them according to the plan which they have made. Apporximately 75% people agreed with this statement.
8%
9%
7%
75%
Who at your station(s) is responsible for posting to social media?
I do it all.I have no responsibility for it. It’s all handled by someone else.I occasionally do it, but not usually.I share responsibilities with one or more other people, or supervise others who do it.
In this question, we concluded that the respondent divide responsibilities between there employees and supervise them according to the plan which they have made. Apporximately 75% people agreed with this statement.
Choose the statement that is most true regarding your station/cluster’s policy on social media:
I am somewhI feel very I do not feeI am the final decision maker in forming our policies68 61 43 23
Somehow every respondent said that they are influential in forming policies. 35% and 31% people agreed in forming policies by there self.
35%
31%
22%
12%
Choose the statement that is most true regarding your station/cluster’s policy
on social media:I am somewhat influential in forming our policiesI feel very influential in forming our policiesI do not feel influential in forming our policiesI am the final decision maker in forming our policies
Somehow every respondent said that they are influential in forming policies. 35% and 31% people agreed in forming policies by there self.
35%
31%
22%
12%
Choose the statement that is most true regarding your station/cluster’s policy
on social media:I am somewhat influential in forming our policiesI feel very influential in forming our policiesI do not feel influential in forming our policiesI am the final decision maker in forming our policies
Are you an air talent?
Yes No154 39
80% respondent agreed that they are air talent while rest of the 20% respondent said they are not air talent.
80%
20%
Are you an air talent?Yes No
80% respondent agreed that they are air talent while rest of the 20% respondent said they are not air talent.
80%
20%
Are you an air talent?Yes No
Are there any social media platforms that you are planning to add in the coming six months, whether regularly or occasionally?
Facebook Flickr Google+ Instagram Meerkat Periscope Pinterest Reddit Snapchat35 5 9 41 4 61 16 3 34
Most of the 19% respondents planned to add periscope to there platform while 13% agreed on instagram and other 13% on youtube.
11% 2%
3%
13%
1%
19%
5%1%
11%
3%
11%
3%
4%
13%
Are there any social media platforms that you are planning to add in the com-ing six months, whether regularly or oc-
casionally?Facebook Flickr Google+ Instagram Meerkat Periscope PinterestReddit Snapchat Tumblr Twitter Vimeo Vine YouTube
Are there any social media platforms that you are planning to add in the coming six months, whether regularly or occasionally?
Tumblr Twitter Vimeo Vine YouTube9 35 11 12 41
Most of the 19% respondents planned to add periscope to there platform while 13% agreed on instagram and other 13% on youtube.
11% 2%
3%
13%
1%
19%
5%1%
11%
3%
11%
3%
4%
13%
Are there any social media platforms that you are planning to add in the com-ing six months, whether regularly or oc-
casionally?Facebook Flickr Google+ Instagram Meerkat Periscope PinterestReddit Snapchat Tumblr Twitter Vimeo Vine YouTube
Does your company offer any paid incentives for you to use social media?
I might recNo. It’s jus Yes, I am partially compensated on the level of activity (likes, follows, shares, retweets) that my show generates9 141 2
Respondents reply was astonishing when we heard that they don’t receive any incentive, 93% respondents said that its part of there job and they don’t get paid for it.
6%
93%
1%
Does your company offer any paid incentives for you to use social me-
dia?I might receive an occasional bonus for being socially active online, but nothing regularNo. It’s just part of my job.Yes, I am partially compensated on the level of activity (likes, follows, shares, retweets) that my show generates
Yes, I am partially compensated on the level of activity (likes, follows, shares, retweets) that my show generates
Respondents reply was astonishing when we heard that they don’t receive any incentive, 93% respondents said that its part of there job and they don’t get paid for it.
6%
93%
1%
Does your company offer any paid incentives for you to use social me-
dia?I might receive an occasional bonus for being socially active online, but nothing regularNo. It’s just part of my job.Yes, I am partially compensated on the level of activity (likes, follows, shares, retweets) that my show generates
Respondents reply was astonishing when we heard that they don’t receive any incentive, 93% respondents said that its part of there job and they don’t get paid for it.
If you use social media, what are the main reasons?
I love connIt gives me It helps m It saves meI believe it Mostly becaTo be honestWe sell spoOther133 113 117 35 67 3 14 14 8
Most of the respondents reply were expected that they love to connect with people. 26% people said they love to connect with people while 22% said that it gives them an idea which can be used while air.
26%
22%23%
7%
13%
1%3%
3%
2%
If you use social media, what are the main reasons?
I love connecting with my listeners in ways I can’t on the air.It gives me ideas for bits I can use on the air.It helps me understand my audience better.It saves me time in show prep.I believe it helps my ratings.Mostly because our competitors use it.To be honest, it’s because I’m told to. I’m not really into it.We sell sponsorships on it.Other
Most of the respondents reply were expected that they love to connect with people. 26% people said they love to connect with people while 22% said that it gives them an idea which can be used while air.
26%
22%23%
7%
13%
1%3%
3%
2%
If you use social media, what are the main reasons?
I love connecting with my listeners in ways I can’t on the air.It gives me ideas for bits I can use on the air.It helps me understand my audience better.It saves me time in show prep.I believe it helps my ratings.Mostly because our competitors use it.To be honest, it’s because I’m told to. I’m not really into it.We sell sponsorships on it.Other
Most of the respondents reply were expected that they love to connect with people. 26% people said they love to connect with people while 22% said that it gives them an idea which can be used while air.
When you use social media, which elements are you most often likely to include in a post?
CommentsLikes/Foll Photos Video Audio Links97 52 135 111 52 98
25% of people said that they include photo which using social media while 20% use video and 18% comments and links are shared in between users.
18%
10%
25%20%
10%
18%
When you use social media, which el-ements are you most often likely to
include in a post?Comments Likes/Follows PhotosVideo Audio Links
25% of people said that they include photo which using social media while 20% use video and 18% comments and links are shared in between users.
18%
10%
25%20%
10%
18%
When you use social media, which el-ements are you most often likely to
include in a post?Comments Likes/Follows PhotosVideo Audio Links
25% of people said that they include photo which using social media while 20% use video and 18% comments and links are shared in between users.
How would you rate your social media skills?
I have a baI think I’m I’m capable, but not a social/digital geek25 36 92
Most of the respondents i.e. 60% said that they are able to use social media but they are not that geek level people who can work far apart from professionals.
16%
24%60%
How would you rate your social media skills?
I have a basic understanding and skill setI think I’m an expert; I use it all the time and understand the tools and metricsI’m capable, but not a social/digital geek
Most of the respondents i.e. 60% said that they are able to use social media but they are not that geek level people who can work far apart from professionals.
16%
24%60%
How would you rate your social media skills?
I have a basic understanding and skill setI think I’m an expert; I use it all the time and understand the tools and metricsI’m capable, but not a social/digital geek
Most of the respondents i.e. 60% said that they are able to use social media but they are not that geek level people who can work far apart from professionals.
Which social media platforms do you currently post to -- and how often?
Facebook Flickr Google+ Instagram Meerkat Periscope Pinterest Reddit SnapchatDaily 197 3 10 68 1 10 11 6 22Never 5 126 109 36 131 74 96 114 89Occasional 6 11 27 33 8 47 43 20 30Weekly 21 3 10 60 1 24 16 4 14
The most of the social media users plan to post on websites were facebook, twitter and meerkat. Majority respondents were agreeing upon usage of these sites and they say that it gives more information about there station to there target audience.
Flickr
Google+
Meerkat
Periscope
Snapchat
Tumblr
Vimeo
Vine
YouTube
0 20 40 60 80 100 120 140 160 180 200
WeeklyOccasionallyNeverDaily
Tumblr Twitter Vimeo Vine YouTube6 163 4 2 27
117 12 108 108 2317 14 22 27 82
6 25 10 9 56
The most of the social media users plan to post on websites were facebook, twitter and meerkat. Majority respondents were agreeing upon usage of these sites and they say that it gives more information about there station to there target audience.
Flickr
Google+
Meerkat
Periscope
Snapchat
Tumblr
Vimeo
Vine
YouTube
0 20 40 60 80 100 120 140 160 180 200
WeeklyOccasionallyNeverDaily
The most of the social media users plan to post on websites were facebook, twitter and meerkat. Majority respondents were agreeing upon usage of these sites and they say that it gives more information about there station to there target audience.
