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Why Craig Carton And Second Chances Are Worthwhile

“If his gambling problems are behind him, Craig Carton, the New York radio host has paid his debt to society and should be allowed to resume his WFAN career — as should others in a selectively punitive industry.”

Jay Mariotti

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The fine print at the bottom of a casino house ad? The rambling voice at the end of a public service announcement? Craig Carton was too far gone to heed the warnings, or the concerns of family members and close friends wondering why he was helicoptering directly from Atlantic City to his morning radio shift at WFAN, a sideways commute of the worst kind.
A disease had swallowed him. And before he could come up for air, a man in his early 50s who had everything in life but hair — a wife and kids, big-city success, riches, a Tribeca palace — was headed to a prison cell in central Pennsylvania.

Gambling made him do bad things.

But that doesn’t mean Craig Carton is a bad human being for life.

I am comfortable in expressing that because, unlike knee-jerk media executives who can’t blacklist an “unhireable rogue’’ quickly enough, I contacted him days before he left for Lewisburg Federal Penitentiary. Hooked on documentaries and involved in creating them, I saw Carton as a compelling subject and wanted to know why prosperity and fame weren’t enough for him, why he needed to gamble like a fiend and pay off debts by duping victims in a $7 million ticket-brokering scam. Having been in sports radio myself, I knew how gambling could ravage certain colleagues, once lecturing a car full of young producers — two have become leaders in the industry — about the personal wreckage awaiting them if they kept calling bookies every day. I waited years for my one-time program director to pay back a $3,000 loan.

Popular New York sports radio personality Craig Carton arrested by ...

When we spoke by phone, Carton was resigned to his fate — a 3 1/2-year sentence — but also inferred he was a media victim of sorts. This was understandable, given his treatment in a Manhattan courtroom by U.S. District Judge Colleen McMahon, who mocked how a caller might greet him on the air: “Good afternoon, Mr. Carton, Colleen from New York. First time, long time.’’ Really? Did he even have a chance after that stunt? Once a high-profile public figure is caught in the hooks of a sensational tabloid story, all innocent-until-proven-guilty expectations are gone, regardless of the facts. I would know, having been through a lower-level media circus myself, and it was important for me to hear Carton’s side, knowing how news sites never completed a story that ended favorably for me, with my triumph in a civil case and a complete expungement of all charges.

To be clear, I’m not suggesting in the slightest that Carton didn’t deserve his sentence. But when he was released from prison this week after serving barely a year of his term, I did not yelp in protest. He has paid $5 million in restitution to his victims and will keep paying. He lost his family, his livelihood, and he’ll be branded a Ponzi scheme embezzler for life. With good behavior, he completed all requirements and programs demanded of him inside the prison walls. And he isn’t finished yet, with his next step a halfway house or home confinement, according to the New York Post. A year in prison — and three years of hell since his arrest — does constitute a firm measure of punishment for a non-violent crime.

“He paid his debt to society,’’ said Boomer Esiason, his former co-host, who received a call from Carton within hours of his release. “What I heard was a happy and relieved Craig Carton. He did everything he possibly could in jail to mitigate his sentence and try to get out as early as he possibly could.’’

So lash out if you must. Call Carton a privileged white male getting a break in a summer of racial unrest, sprung early — surely by his pal, Chris Christie — so he can resume radio stardom. Accuse me of conveniently forgetting his victims and his mountain of gambling losses. Sorry, I will not join close-minded, holier-than-thou wall builders who think Carton should be banished to a homeless encampment and never work again in a media industry that, candidly, has character issues on every level.

Media Confidential: NYC Radio: Craig Carton Judge Is A WFAN Listener

Yes, we must determine if he has still has a gambling sickness, which must be purged from his life for a corporation such as Entercom to grant him a second chance. But if he’s clean, Carton deserves the same shot that other media people receive upon overcoming illness — such as John Skipper, who was summoned to run the DAZN streaming service after a cocaine-extortion case (or so he said) ended his ESPN reign. Why not give Carton an afternoon slot and a new slate? He’s talented. He has generated monster ratings. He is raw, unabashed New York. And WFAN needs him, as Mike Francesa fades away and ESPN’s Michael Kay commands the afternoon-drive sports lead in the nation’s top radio market.

“I do believe he deserves a second chance, whether it be here at our station or another station,’’ said Esiason, who has settled in comfortably with Carton’s morning-drive successor, Gregg Giannotti. “He’s too talented not to be on the air somewhere.’’

If anything, I cast aspersions on media executives who have no equilibrium in handling such cases and have shown no such mercy toward equally talented media people. Networks are cowardly in not caring when athletes who carry substantial legal baggage — Ray Lewis, for one — are routinely hired as analysts. Yet they are quick to make examples of those who haven’t played professional sports, the very definition of a corporate double standard that strains the legal definition of tortious interference. As for Carton, let’s be honest: He and others in his situation need a sugar daddy to push them through the politics.

In which alternative universe would someone grant redemption to a host convicted in a Ponzi scheme? Don’t be shocked if it’s the universe of Carton’s former producer, Chris Oliviero, who runs the show at WFAN and has made no secret of reunion possibilities. I think we already know how this will go. Oliviero will place Carton in afternoons opposite Kay. HBO will move forward with the Carton documentary, timed with his return to radio, and it likely will involve his good friend, “Entourage’’ star Kevin Connolly. He will apologize, resume his extensive charity work and record his own PSAs about gambling’s evils. Christie will give him a bro hug — I doubt Chris Christie socially distances — and New York will embrace Carton’s second act as only New York can.

I cringe when thinking about young people getting into the business. Imagine being 21 and an independent thinker and dreaming of covering sports for a living, only to realize quickly how internal politics overwhelm idealism. Stuff happens. People screw up. Short of a heinous crime, you should not lose your career over it.

So I’m down with Carton returning to the air.

Ryen Russillo and Bill Simmons (Kind of) Preview the 2019-20 NBA ...

Whereas I’m just down on Bill Simmons, another sports media star in the news this week. I’ve always enjoyed Boston, from long river walks to pastry aromas in the North End, but one contradiction always has baffled me. How can a bastion of higher education also produce people who’ve trashed, if not completely ruined, the once-distinguished craft of sports media? The city produced Dave Portnoy, a piece of work who parlayed a proud moment in his life — publishing a naked penis shot of Tom Brady’s son, then age 2 — into a drunken-frat-boy empire called Barstool Sports. And it produced Simmons, a former bartender who decided to disrupt a town of estimable sportswriters by becoming the original Voice Of The Obnoxious Local Fan, which launched a reckless, overreaching career that finds him in a national firestorm over the scarcity of black employees at his digital site, The Ringer.

Simmons has talent and sports passion. And he helped create ESPN’s seminal documentary series, “30 For 30.’’ His problem: He shouldn’t be in charge of anything but turning on the coffee machine. When success as the “Boston Sports Guy’’ character landed him a column at then-fledgling ESPN.com, his bosses should have thanked the heavens for his large readership and let him flourish in that role. Instead, they created a multi-platform monster — and allowed that monster to devour Bristol. If his pieces were unique, his TV appearances passable and his literary work (“The Book Of Basketball’’) a masterpiece, it was Simmons’ lack of professional savvy that repeatedly sabotaged him.

He referred to NFL commissioner Roger Goodell as “a liar,’’ a red flag in any law shop. As founder of ESPN’s Grantland site, he published a story that outed a transgender woman who committed suicide as the piece was bring prepared, requiring him to write a lengthy, awkward apology. Now, five years since his ouster at ESPN, Simmons is being attacked for his hiring practices amid a powerful racial reckoning in America. And again, it’s a controversy he could have avoided — and kept out of the New York Times, which detailed staff turmoil at The Ringer — by thinking with his brain and not his ass. But then, he used to write for Jimmy Kimmel, who is embroiled in his own racial issues — a blackface controversy and his past imitations of black voices, including a Snoop Dogg bit in which he used the N-word several times.

It’s unfathomable that two white Ringer podcasters, Simmons and Ryen Russillo, would broadcast a June 1 episode on racism and police violence without inviting a few black voices as fellow hosts. They called it, “A Truly Sad Week in America,’’ and they only made it sadder with ignorant commentary. Russillo’s mistake was to applaud Simmons, saying, “Look at you, Bill, look at the people you’ve hired, look at the company that you’ve started, look at the jobs and opportunities that you’ve given a diverse group, which I know you’re always looking to do. I’m not bulls—ting, I’m not kissing up to you here. These are facts.’’

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Actually, to use the L-word, these are lies. The podcast angered Ringer staffers, with writer John Gonzalez tweeting, “If you’ve heard someone say The Ringer is a super diverse place, sadly that person does not know what he’s talking about. We have a long way to go, and I hope we get there.” Then the union representing Ringer workers weighed in with numbers: “In 2019, 86 percent of speakers on The Ringer Podcast Network were white. We have zero black editors. We have zero black writers assigned full time to the NBA or NFL beats.’’

Which makes the Man of The People, Bill Simmons, just another Malibu media mogul who doesn’t pay appropriate attention to racial inequality. At Grantland, he cultivated an us-against-the-world mentality among his staff and usually had the support of the bosses who enabled him, Skipper and John Walsh. But all three exited ESPN in a curious span, and suddenly, Simmons has no one to bail him out. He sold The Ringer site and podcast network to Spotify for almost $200 million, and now, he’s pretty lonely by the beach, dragging down the investors who showered him with riches.

I don’t doubt Simmons when he says he has sought diversity, as he did successfully at Grantland. But the union says The Ringer, which employs about 90 people, has only six black editorial staff members. Evidently, he isn’t trying hard enough to outbid competing sites — including ESPN’s “The Undefeated’’ — for the best talent. Wrote the union: “Diversity in the newsroom is essential to covering police brutality and systemic racism, including in the worlds of sports and pop culture. The Ringer has a lot of work to do.’’

By this point in their careers, Simmons and Russillo should know how to approach sensitive subjects with care. Same goes for their former ESPN colleague, Scott Van Pelt, who might want to eliminate this from his self-description at the top of his Twitter feed: “Mr. Whitefolks.’’ It’s a takeoff from a documentary on the lives of pimps and prostitutes, and if Van Pelt isn’t aware, “Mr. Whitefolks’’ is the only white pimp in the show. At one point, the character discusses a “Million Mack March’’ on Washington.

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I’m guessing it will be removed from Van Pelt’s feed before you read this. Because, like so much else in our country, it’s just thoughtless and wrong. The least sports media can do, now more than ever, is think and make things right. Admit your mistakes and move on, as Carton has.

“I made mistakes,’’ he said. “Mistakes in my judgments, decisions and how I was living my life. I was wrong. I have, will and should continue to pay a dear price for those mistakes.’’

He deserves no applause when he returns to the air. But he deserves our ears — specifically, 12 million sets of them, or the number of problem gamblers in America.

BSM Writers

Chris Broussard Is No Longer Just A ‘Basketball Guy’

“There’s no doubt that gets attached to you and that can be good because you’re seen as an ‘expert’ in one sport which is great.”

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After embarking on a career in sports, Chris Broussard made a name for himself as a writer, specifically as it pertains to covering the NBA. Whether it was covering the Cleveland Cavaliers for the Cleveland Plain Dealer, covering the New York Knicks and New Jersey Nets for The New York Times, or doing television hits for ESPN, Broussard had always, whether it was justified or not, been pigeon-holed as a “basketball guy”.

That was the perception then, but today, the reality is different.

“There’s no doubt that gets attached to you and that can be good because you’re seen as an ‘expert’ in one sport which is great,” said Broussard, the co-host of First Things First on FS1 and the co-host of The Odd Couple on FOX Sports Radio. 

“But what was good for me was that at ESPN, I had done First Take with Skip Bayless a lot.  There were a few years where it was a rotation and I was in that rotation. That enabled me to at least do the other sports.” 

Broussard has certainly made a seamless transition from print to electronic media.

After joining The New York Times in 1998, Broussard started to get television exposure doing local hits and then appearances on the various ESPN platforms would soon follow. He joined ESPN full-time in 2004 as a writer for ESPN The Magazine, but that also included regular guest appearances and fill-in hosting opportunities on shows like First Take and the opportunity to be a co-host for NBA Countdown for the 2010-11 season.

With that gig came the opportunity to work with Michael Wilbon, Jon Barry, and his childhood hero Magic Johnson.

“I think that may be have been the pinnacle because Magic is Magic,” said Broussard. “He was my favorite player until Jordan came along and (with Wilbon and Barry), we just had great chemistry.”

After one season, Broussard and Barry were replaced by Bill Simmons and Jalen Rose. A few years later, Broussard would make the move that would bring him to the next chapter of his career.

In 2016, Broussard left what amounted to being just a reporters role at ESPN for a new opportunity at FS1 where he would also be an analyst as well as a regular panelist for shows like Undisputed, The Herd with Colin Cowherd, First Things First and Lock It In.  In 2018, he began co-hosting The Odd Couple radio show with Rob Parker on FOX Sports Radio.

And then in August of 2021, Broussard was named the full-time co-host of First Things First, something that almost had happened when the network first launched.

“When they asked me to come on as a full-time co-host, it was great and maybe a long time coming,” said Broussard. “I know when Jamie Horowitz first brought all the people over from ESPN to be on FS1 in 2016, he was considering doing a show where Nick Wright and I were the co-hosts.”

Broussard now co-hosts the show with Wright and Kevin Wildes.

“I thought that I really just fit right in with the chemistry and it’s just been a great trio,” said Broussard. 

Born in Baton Rouge, Broussard and his family also lived in Cincinnati, Indiana, Syracuse, Iowa, and Cleveland.  He was a star football and basketball player for Holy Name High School in Parma Heights, Ohio and went on to play basketball for Oberlin College, an NCAA Division III school in Ohio.

Believe it or not, his first love was not basketball.

“My favorite sport growing up was football,” said Broussard. “I played football through high school. I played basketball at Oberlin College but they recruited for me football and basketball. I even played baseball up until I was about 16 years old.” 

So much for being just a basketball guy, right?

After college, Broussard had a decision to make. He knew he wanted to be a sports reporter but wasn’t sure if it was going to be print or electronic media. When he was an intern at The Indianapolis Star, he spoke to people in the know about which direction to go.

“I was told that it’s just easier and there are more spots in print journalism than there are in television and radio,” said Broussard. “I chose print because I thought I had more opportunities.”

Broussard’s first taste of covering pro sports was in 1995 at the Akron Beacon Journal when he was a backup writer covering the Cleveland Indians who would go to the World Series for the first time since 1954. Then came covering the Cavaliers for the Cleveland Plain Dealer and then it was off to New York and a bit of culture shock for Broussard.

During his 2 ½ years covering the Cavaliers, Broussard typically wore a rugby shirt, jeans and sneakers at games. But he noticed that when the Knicks and Nets would come to Cleveland or when Broussard travelled to New York and New Jersey when the Cavaliers visited the Knicks and Nets, that the New York writers would typically wear suits and ties when covering the games.

So, when he interviewed for the job with The New York Times, Broussard had an important question for his future editor.

“I asked him when I was being interviewed for the job do they require that your writers dress up,” said Broussard. “He said no but they do generally in New York because they know television opportunities are there. So, when I started working at The New York Times, I started dressing up wearing a suit and tie or sportscoat and tie whenever I would cover games.  Ultimately that led to television.”

And the rest is history.

This coming week, Broussard will be busy co-hosting his shows from the Super Bowl in Arizona. It’s one thing to host a radio show or a television show from a studio but it’s really something special to do it from a live event, especially on the giant stage of the Super Bowl.

And this week, Broussard will be center stage in front of a lot of ears and eyeballs.

“It’s always great,” said Broussard. “FOX Sports Radio always has one of the biggest and best platforms on radio row. It’s always fun when you’re doing these live shows at the big events and you’ve got an audience, it really can kind of bring out the best in you. I’m excited about it both for TV and radio.”

Chris Broussard has certainly come a long way in his career in sports. 

From his days as an athlete in high school in college to getting his start as a write to a transformation into a radio and television personality, Broussard has worked hard to get to where he is today.

“I haven’t written a word since I went to Fox,” said Broussard. “I do feel fortunate that I’ve been able from morph from a writer into TV and radio. What you want to do in this business is stay relevant and you want an audience and a platform. There’s not that many people who get that opportunity to do it.”

He’s no longer just a “basketball guy”. He’s a “sports guy”.

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BSM Writers

Radio Row Is One of Sports Radio’s Worst Weeks

Radio Row is a great opportunity for hosts, PDs, and executives. But it isn’t an inherently great opportunity for your listeners.

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From strictly a listener’s perspective, sports radio the week of Super Bowl’s Radio Row is one of the worst weeks.

Before I was a sports radio programmer, I was a sports radio listener. And while I didn’t realize it at the time, I was listening to sports radio with a programmer’s mindset. And every year, I would spend the entire week listening to shows produced live — or pretending to be live — from Radio Row at the Super Bowl. And each year, I would wonder “What the hell is the point of this?”

And now, as a former sports radio programmer, I will sit this week and listen to shows produced live — or pretending to be live — from Radio Row at the Super Bowl. And each day, I will wonder “What the hell is the point of this?”

Who does it serve? Let’s take an in-depth look at that question.

It serves the NFL. Hundreds of media professionals are stationed at its largest event, talking about it, ensuring it stays at the forefront of the public consciousness and providing millions in value for its sponsors.

It serves NFL players. Both past and present. Dozens of current and former stars will flock to Radio Row to record dozens of interviews. They’ll be paid thousands of dollars to pitch their wares as often as possible while expanding their brands outside the cities in which they currently or formerly played.

It serves the sponsors of NFL players. Radio Row provides a one-stop-shop for sponsors to send their endorsers down a line of interviews to continually get in front of new audiences. Scale, baby!

It serves the hosts, PDs, and executives. You get a working vacation! It’s awesome! I live in the Midwest, and yesterday was one of a handful of days I’ve seen the sun since November. Being in Arizona in early February is phenomenal! Plus, you get to hob knob with celebrities, get your photos taken, go to awesome parties with extravagant hor dourves and open bars, and it’s fantastic. You deserve the little break Radio Row provides; better yet, it’s all on the company dime. You get some bonding with your co-workers, you get to network, and it really is an awesome opportunity.

But you know who isn’t served? Your listeners. At least, the vast majority of them. Because here’s the reality: While it’s really cool that you’re hanging out with other radio folks, and you’ll have a plethora of former and current players swinging by for interviews, your listeners really don’t care. It’s a harsh reality, but it’s the truth. While there’s a subset of listeners who are living vicariously through you — and that can’t be completely shortchanged, it’s a big deal — the overwhelming majority couldn’t be less invested in your Radio Row interviews.

Think of it from a listener’s viewpoint: Outside of the Bay Area, do you think anyone has thought “Man, I wonder who Kyle Juszczyk thinks is gonna win the Super Bowl?” I’ll tell you that, no, they haven’t thought that, and they don’t particularly care what he thinks. Furthermore, they definitely don’t care that he’s sponsored by Old Spice, which gives him the P-P-P-Power!™

And it would be fine if there was one interview here or there, but there are some shows — both local and national — that will completely fill out their rundowns with interviews with people your listeners don’t especially care about, ask questions that your listeners don’t especially care about, and end the interview by asking who they think wins Sunday, why they think that way, and allow them to pitch their boner pills or whatever else they’re schlepping. Every day. For five straight days. For two, three, four, or even five hours.

It stinks.

Self-serving isn’t bad as long as you recognize it’s self-serving. And that could be potentially the biggest issue. Now and then, you’ll get a host that is sanctimonious and pretends they’re doing the listener a favor by spending a week away from their family in a warm weather destination, rubbing elbows with some of the greatest players — both past and present — in the game. You’re not. You’re spending a week eating all the free food you can find, drinking all the free beer you can find, and taking pictures to post on your Instagram. And that’s fine, but don’t pretend like it’s something it isn’t. You can talk yourself into its importance, but it’s important to you.

Radio Row is a great opportunity for hosts, PDs, and executives. But it isn’t an inherently great opportunity for your listeners. You can turn it into one with thoughtful questions, a unique spin on the traditional interview, or avoiding the same boring questions your subject has been asked 1,000 times during the day, but you’ve gotta go the extra mile to accomplish that. And I hope that’s not something you lose sight of this week.

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BSM Writers

What Are The Right Social Media Answers For Sports Radio?

“What are the limits of social media for radio brands? Are there any?”

Demetri Ravanos

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Social media does not stand still. The platforms that matter today can fall out of favor with the general public in the blink of an eye. Conversely, the right feature or attention from the right people can catapult a site’s importance in the social pecking order.

How does a radio company determine what matters? Are all formats received similarly on social media or is sports radio such a unique animal that brands have to be much more deliberate in how resources are allocated? To answer these questions, I turned to some experts. 

Tom Izzo doesn’t exclude any platform when he is plotting WFAN’s social strategy. Facebook, Instagram, TikTok and Twitter may each attract a different type of sports fan, but they all matter in building and serving the larger audience.

“There is sports radio audience on every social media platform, you just have to talk to them differently depending where you are,” he told me. “The language and audience on Twitter is different than the language and audience on Facebook, but there is audience everywhere.”

Audience is everywhere. That’s what is at the heart of the conundrum. How do you best utilize your assets in a landscape that isn’t just constantly changing? It’s also constantly growing!

Lori Lewis has overseen social media strategy at an executive level for Cumulus, Westwood One, Jacobs Media and iHeart among others. Now she coaches companies on creating great content with her own company, Lori Lewis Media

She told me that the key for not just sports stations, but for any brand, is understanding what their audience prioritizes. That doesn’t mean it should be the brand’s only focus though.

“Obviously, for sports radio, it’s Twitter. But don’t sleep on short-form vertical video,” she said in an email. “When done right, you’ll see success (meaning converting views into new fans) with YouTube Shorts and/or Instagram Reels as well as playback videos on Facebook (those are visual replays from the audio show).”

Converting views into new fans was taken to a bit of an extreme in Nashville. 104.5 The Zone launched Zone TV in 2021. Will Boling took the lead in creating the product. He says that launching a proprietary video stream was never about moving away from other social platforms. It was about giving listeners more access to better content in more places.

“Our video platform affects a lot of our social strategy,” he said. “On Twitter, we don’t want to just be seen as a radio station, but as a media company. Our Twitter stream allows us to react to breaking news while also sharing our broadcast at the same time. And with Twitch’s video producer, we can create featured clips from shows whenever we want. That allows us to push video out of featured guests, funny callers and anything in between to promote our podcasts from each show too.”

Video matters so much more than ever before. It does not matter who you talk to or what platform it is you are talking about. The answer always comes back to using video to attract more eyeballs.

TikTok, our most controversial social video platform, is trying to figure out what its reach could be without the visuals. Last month the company announced that it would experiment with its version of podcasts – a mode on the app that would allow users to experience TikTok content as audio-only entertainment.

I asked all three of my experts what their initial impression of the story is. Only Izzo expressed reservations.

“Probably no need for us to be first anywhere if there isn’t any particular benefit to doing that,” he said. “We’ll watch and see what happens and if it turns out that people like consuming podcasts on TikTok we will certainly address that.”

That doesn’t mean WFAN hosts and bosses won’t keep a keen eye on the feature. I would anticipate that there may be some experimental posts that either don’t receive much of a push or perhaps never see the light of day at all.

Boling is adamant that any use of TikTok is a wise one for stations. He says anything set up with an algorithm that rewards creators for posting content the audience connects with is an asset that cannot be ignored.

“We use social media to push listeners to our YouTube channel because it’s an algorithm based platform. If we get someone to click on our page once, then our channel will get recommended to them the next time they get on YouTube. TikTok helps radio companies accomplish that and own every space in the digital market right now.”

Unsurprisingly, it’s Lori Lewis that approaches the feature in the most scientific way. Do TikTok podcasts represent a sort of new frontier for audio brands? Sure, but just like Grogu and the Mandalorian, you have to go there and poke around before you can figure out how it will work best for you.

“If TikTok expands to audio, how might you complement the mothership (The FM/AM stick) and build on the trust you’ve earned from your show? What’s a unique way to tap into new features? As social media evolves, so should our approach.”

What are the limits of social media for radio brands? Are there any? Since the onset of the pandemic, so much listening has shifted from terrestrial signals to digital streams. We have totally rethought what we are. Why should it stop with how our audience consumes our content? 

I asked Lewis if we are too narrow in thinking about how social media can serve us. Are we so focused on what is that we have not considered what could be? Can a brand have one identity on air and use social media to create something that does not mirror it, but instead compliments it?

“Depends on why you’re using social media,” she answered. “If you’re leveraging social media for increased awareness and building trust to drive more engagement during your show, it might not make sense to be different on social than on-air. But, if you’re a vanilla brand limited to creativity on-air, why not? Throw yourself out there. Show your real, relatable self (assuming it’s legal and appropriate, ha-ha). Relatability wins every time.”

Do we have to be deliberate in sports radio with how we allocate our social media resources? Yes, but that doesn’t mean there is a single correct answer. 

Strategy matters on air. It’s no different on social media. But in order to figure out the best strategy, you have to be open-minded and eager to play around with new offerings to determine what works.

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