"Entertaining, compelling people will also get more response on Facebook, or at a party, or sitting in the stands at a ball game. Do anything with Facebook that you like. It's fine, but in the long run, it just doesn't matter.
The Facebook world may be larger than the pool of people who call, but it's still a minority, and there's no proof that it makes them listen more. The overwhelming majority of listeners don't call, don't go to a station's Facebook page, don't go to many (if any) of a station's events, and rarely, if ever, go to a station's website.
Stations that try to be at every event, instead of picking the biggest parade and getting in front of it, always expend a lot of energy but still lose. Stations that will expend tons of energy trying to ignite Facebook response will have the same results.
The plain truth is that most people listen to the radio for companionship, for information (Traffic, Weather), or to be entertained. That's never going to change. The cure for all of radio's woes--every single one of them--is to hire more entertaining people to be on the air."
(Source)
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