Radio, Social Media, and the Client Problem: We Have to Do Better

Ever see a post like this? Be honest.

PART 1: THE PROBLEM

Social media is hurting radio.Not because of the algorithm.Not because of TikTok. Because we’re using it wrong.

Too many people in our industry aren’t good at social — and worse, many stations have no gatekeeper, no strategy, and no standards. We’re filling feeds with content that doesn’t connect, doesn’t engage, and actively turns off the very audience we need to grow.

Let’s break it down:

Empty Prize Tables

Posting a photo of a lonely prize wheel or folding table at a client location is not content — it’s clutter. There’s no excitement, no story, no viewer payoff. You’re showing up physically… but offering nothing creatively.

Remote Break Selfie Videos

You know the ones:“Hey, it’s [Talent] from [Station] — I’m here at [Client] ‘til 4pm!”By the time anyone sees the post, you’re gone. It’s content with a one-hour shelf life — and it looks and sounds like a commercial. People scroll right past.

Client Posts Disguised as Content

Radio is the only medium where clients routinely control the feed. That’s a major problem. No one follows your station to be advertised to. If the post looks like an ad, they ignore it. If it doesn’t deliver value, it damages your brand.

One Bad Post Ruins the Good Ones

This is how algorithms work: when you post something weak, engagement drops. That signals the platform to bury your next post — even if it’s amazing. The damage isn’t just short-term. It’s cumulative.

No Prep, No Plan

Walking into a client event with no idea what to film? Going live with nothing to say? That’s how we end up with awkward, unwatchable video. “Going live” doesn’t magically create engagement. It only works if you’re prepared to deliver something worth watching.

And Let’s Be Honest...

Many amazing radio pros just aren’t great at social — and that’s okay. What’s not okay is pretending they are, and continuing to send them out without support, ideas, or direction. That’s not strategy. That’s denial.

This is death by a thousand cuts.Every weak, tone-deaf post chips away at your credibility. It doesn’t just hurt your station — it hurts radio as a whole.

PART 2: SOME SOLUTIONS

This is all fixable. Here’s how we raise the bar — and why it matters.

1. Create Content That Entertains, Informs, or Connects

Every post should do one of these things. If it doesn’t, don’t post it. Social content is your brand now — treat it with the same care as your on-air breaks.

2. Show Prep for Social Like You Prep a Show

Going to a theme park for a promo? Search that park on TikTok or Instagram first. Watch what creators have done that works. Look for trends or formats that generated engagement. Then make a plan to adapt that structure in your own voice.

This isn’t stealing — it’s strategy.Success leaves clues. Use them.

3. Go Live — But With a Purpose

“Going live” means using the Live feature on platforms like Instagram or TikTok to broadcast in real time. It’s a powerful tool — if you use it the right way.

Going live only works when you have something to offer:

• A giveaway with a countdown

• A trivia challenge with comment answers

• A behind-the-scenes look at something fans care about

• A pop-up Q&A with your audience

But if you go live and walk around a car dealership mumbling with no plan or energy? That’s not compelling — it’s content repellent.

If you’re going live, go live with a plan. Otherwise, don’t go live at all.

4. Use Trends to Frame Client Content

If you need to post from a client location, don’t just film a sales pitch. Instead, take something that’s already working — a trending trivia format, a viral sound, a social challenge — and film that at the client location.

Now the client becomes the backdrop to engaging content.Tag them. Include them naturally. You’re making content that works — without making the client the headline.

5. Stop Posting Sales Copy on Your Feed

If the client needs a literal ad — make it an ad.Use Facebook Ads Manager. Create a paid post. Set a $100 budget. Let Meta show it to the right audience.

It’ll look like a post, but it won’t drag down your organic performance.That’s how you serve the client without sacrificing your feed.

6. Use ChatGPT to Generate Ideas Fast

Try this prompt:

“We’re doing a social post for [Client Name]. They’re promoting [X]. We’re giving away [Y]. Give me 5 creative video ideas we could film at their location for TikTok, Instagram, or Facebook.”

You’ll get usable ideas instantly. No more guesswork. No more blank slates. It's bad to show up at a client location without a clear plan in place.

7. Hire a 21-Year-Old (or Someone who Is truly skilled at socials)

If your staff doesn’t have someone naturally good at short-form social video — fix that.

8. Hire a part-time content creator. Or partner with a local influencer.

Let them co-create content and use the Collab Post feature so the video shows up on both feeds. The content looks better. The reach is bigger. Everyone wins.

Non-Negotiables: If You Work in Radio, You Need to Hear This

• You must be on the platforms.If you're not spending time on Instagram, TikTok, or YouTube Shorts, you're out of touch. The algorithm will literally show you what’s working. Being on the platforms is research.

• Stop introducing yourself in every video.“Hi, I’m ___ from ___” is not a hook. They already follow you. If the content is good, they’ll stay and click. If it’s not, your name won’t save it.

• Get to the content — fast. You have two seconds to hook someone. Ditch the setup. Start with the moment.

• Use captions, titles, and overlays.Add on-screen text. Use strong thumbnails. Make your grid look like something worth following.

• You need to produce your social media feed with the same care you’d give to the most important on-air break of the day.

• If you’re scratching your head at any of this — you’re already behind.That’s not a dig. That’s a wake-up call. Get with it — fast.

The Social Post Gut Check: Questions to Ask Before You Post

Before you upload anything, ask yourself:

• Will this matter to our listener?

• Is there actual value here?

• Does this look like an ad?

• Does this serve the station and the brand?

• Is this more about us than it is about them?

• Would I watch this if it wasn’t mine?

• Is this content-first or sales-first?

• Will this still make sense 6 hours from now?

• Is this a one-way message or an invitation to engage?

• Have we seen this format work before?

If any answer makes you pause — rethink it.The post you save might be your own.

Doing Social Media Wrong Is Worse Than Not Doing It At All

Let this sink in:Bad content is worse than no content.

A boring video. A salesy caption. A robotic voice. These don’t just fail — they actively teach the algorithm and your audience to ignore you.

If you don’t have something worth posting, don’t post.Wait. Think. Plan.Because weak content is active damage.

Use AI as a Tool, Not a Replacement

AI can be powerful for ideation, scripting, editing, and captioning. But don’t use AI to replace your people.

If you're using generative AI voices for video narration — and it sounds robotic — you’re hurting yourself. Fast.

The talent on your station is your superpower.They’re the difference between you and Spotify. Don’t take the human connection out of your content.

Let AI help behind the scenes. But the voice, the energy, the soul — that’s yours to protect.

Final Thought: This Is the Moment

You need to produce your social media feed with the same care you’d give to the most important on-air break of the day. Every post shapes perception. Every piece of content is a reflection of your brand, your people, and your mission. Treat it that way.

And look — some people will read this and still shrug.“Yeah, but the client needs 3 posts, and they need to say this…”That mindset is exactly the problem.

If you're just checking boxes, you're not protecting your brand. You're not helping your client.And you're definitely not helping radio.

We need to raise the bar — together.

If you see a station post something weak, don't mock it. Help them. DM them. Share ideas.Because when one station looks lame, it makes all of radio look irrelevant.

This is the moment to stop mailing it in. This is the moment to lead. Because if we don’t protect the power of radio in the digital space — no one will.