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We Need to Fix Our Feeds
- Bo Matthews
- 7 days ago
- 2 min read
A dispatch from CRS 2026
Izzy and I walked into our social media session at CRS this week not knowing exactly what to expect. What we got was a full room, real engagement, and a lot of people who didn’t need convincing that social matters. They already knew. That was the most encouraging part. The interest is there. The awareness is there. People are paying attention. But so is the gap between knowing and actually doing something differently.
Radio has always been good at adapting when it has to. New formats, new competitors, new technology. We figure it out. This one feels different, not because it’s harder, but because it’s quieter. There’s no big forcing function. No moment where everything changes overnight. It’s just… happening. Meanwhile, we’re still treating social like an extension of the station instead of what it actually is… the main stage. It’s where people discover you, decide if they like you, and choose whether you’re worth their time.
That disconnect shows up in the content. We sound like radio in a place that doesn’t reward it. We ease into things when we should be earning attention immediately. We overproduce when the platforms reward simplicity. We post like it’s a task instead of creating like it’s a competition. The audience isn’t waiting for us there. They’re scrolling, fast, deciding in seconds what deserves their time. And if we don’t adjust to that reality, we don’t just underperform… we disappear.
What stood out most after the session was how open people were to that. Nobody pushed back. Nobody defended the old way. If anything, people leaned in. The people winning on social right now aren’t radio people, and that’s not a threat, it’s a roadmap. The blueprint is already in front of us every single day. What stops you, what you watch all the way through, what you send to someone else… that’s the bar. And it’s higher than what most of us are putting out right now.
We had a lot of great conversations, and a lot of people asked for the slides. Sharing them here: . Take them, use them, build on them. Just don’t treat them like a checklist. This isn’t about posting more. It’s about thinking differently, creating with intention, and actually competing in the space where your audience already lives. We’re not late. But we are behind. And that’s something we can fix.
Here is our presentation. The other thing- IZZY is available. I am available. In addition to my day job, our company Disruptive Soul does this. We can help manage social media. We can train staffs or serve as a consultant on how to improve your company's social feeds. Please reach out if we can help you at all. bo@disruptivesoul.com
We talked about a social posting schedule. Here is that.
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