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Social Media Isn’t Everything But It Does Matter

“Social media is ever changing, its complex, and there are way too many options to choose from. Plus, we live in the real world, and only have so much time to spare. That’s why it’s so important to know where to fish.”



Photo Credit: Talk Walker

Like it or not, the days of selling ratings and personalities on their legacy alone are just about gone. These days, if a prospective client or employer wants to see if you are a “big deal”, if they want to see how you interact with your audience, and how your audience interacts with you, they’re going straight to your social media channels. Your account has basically become a live action resume.

I’ve heard the old guard argue that this shouldn’t be the way our content and quality is judged. I’ve even heard the old guard say, clients don’t care. I’ve been on the sales calls, I’ve been on the email chains with executives, believe me- they do. To the one’s who refuse to come around and see social media’s value in our marketplace I say, I get it, but the ship has already left the dock. Social media hits the mark on something that radio has never been able to produce.

Real-time data. The analytics of social media are so easy to comprehend and so concrete. Did people react? Are they sharing your content with others? Are they liking your page and your posts? Did they watch that new video? We know the answer to these questions instantaneously and so does a prospective client or employer.

Don’t get me wrong, radio has value. Radio has a tremendous amount of value and arguably even more than social media. But the social media world isn’t baked in reality, it’s baked in perception. And in order to keep the perception positive, there are a few things to consider.


Our natural inclination as hosts/producers is to always be forward promoting. Can I just get you to listen for a couple more minutes, for a couple more seconds even? We’ve been trained that promotion is the key to hooking an audience, the good old fashioned radio tease. Social media is not as kind to this little parlor trick. In fact, it can be more damaging than good if overdone.

Take videos for example. I see people all the time (and I’ve done it plenty myself) whip out their phones, flip that camera feature around, and spend 2 minutes telling you ‘what’s coming up on Show XYZ’. You know what 99% of those videos have in common? Very few views. There’s a reason for this. Contrary to what we’d like to believe as on-air talent, people aren’t going on social media to see what you have coming up on your show, they go on social media to be entertained. People who open their favorite social media app- whether that’s Twitter, Instagram, or Facebook are trying to waste time or want to be part of a conversation. They want to laugh, cry, or get angry at something.

I’m not saying that you shouldn’t promote your shows, I’m saying don’t overdo it. Very few shows/stations have a marketing budget, so this is our way of guerrilla marketing our product. Just keep in mind the algorithm to all of this, these sites will punish your future posts if you put out content no one cares about.


Right now there about ten social media platforms that are used by the general public. In fact, another one probably popped up while I was writing that last sentence. Social media is ever changing, its complex, and there are way too many options to choose from. Plus, we live in the real world, and we only have so much time to spare. That is why it’s so important to know where to fish. What sites should you be on? Simple answer, you should be where your audience is.

The primary sports talk radio demographic is men between the ages of 18 to 64 years of age. So, we’ll start there. According to, 56% of Facebook users are male between the ages of 25-34. Twitter is 68% male with the largest active group between 30-49. LinkedIn is 51% male with most users falling between 46-55. Instagram has just 43% male users that range between 25-34. Finally, TikTok is 41% male with an average age range of 18-24.

So you can see, the barrels in which you should be fishing: Facebook and Twitter, with maybe a sprinkle of Instagram, TikTok, and LinkedIn. These numbers aren’t the Bible but they are a healthy indication of how to allocate your time and resources when posting on social media. Of course, there is going to be content that you can share across all platforms, but if you are doing this correctly, each should have its own unique personality and strategy. All these apps have a uniqueness about them, find what makes them unique, and then tailor that to your audience.

Personal Branding

A live action resume. In a lot of ways, that’s all social media has become. Think about it, after you meet someone that intrigues you or your curious about, what’s the first thing you do? You check their social media. We all do. That means that your audience does the same, as do prospective clients, and as do prospective employers. Social media also gives you the power to grow your personal brand away from whatever platform your current employer is giving you. You can create your own niche and develop your sound, without even vocalizing one word.

With that, one of the most important things to consider is staying on brand. Ask yourself, what content makes sense for who I am? Not every post makes sense for every person. Not every free-flowing thought in your mind needs to be typed out on Twitter. Your goal should be to entertain, inform, interact, and create scenarios where something happens in a game or a news story breaks and someone out there says “I wonder what Joe thinks…”. If that occurrence takes place and one of your followers opens their app to seek out your page, you’re doing it right.
I asked Mike Bianchi, Orlando Sentinel Sports Columnist and AM Drive Host on 969 The Game, what makes social media so important to you? He said “We are in the reaction business. I love to see the way sports fans react after a story breaks, and I use that to my advantage while building content on my show. I want to know what the people are talking about, that way I can deliver the content they are hungry for”.

When speaking with a young up and comer in the business, Zac Blobner, host/producer for WDAE in Tampa, he said “We live in an era where audiences don’t want to wait a week (or even a day) for the next episode of their favorite show, they want it now and they want us to it keep coming. Obviously, none of us can be on-air all the time, but we can be connected consistently thanks to social media, even after we go off air, you can keep creating consumable content. The less you are available, the more likely your audience is to look elsewhere, and I believe that bleeds heavily into brand loyalty”.

Mike and Zac are two highly skilled individuals who stay plugged in and do it for their own reasons. Between the two of them, they have over 74,000 followers across their active platforms. Not everyone’s motivations have to be the same, that’s what makes our brands unique. Find what fits you and deliver that to your followers.

Don’t Make it Harder Than it Needs to Be

Social media can be confusing and complex but don’t overthink it. You should have the confidence in knowing that what these sites are looking, you are already doing on a daily basis. We in radio are content creators, we are developing strong takes backed by researched opinions, and we deliver those with passion. Take that same energy and apply to social media. Better yet, film yourself in the middle of a segment spewing the latest hot take and post that video. You’d be amazed at how that simple step will get the reaction you are looking for, way more than the 2-minute ‘here’s what’s coming up’ post.

Final Thoughts

Content on the air is always going to be more important than what you post social platforms. You should never let your social media strategy interfere with your on air product. More than anything, the two should work together. They are symbiotic. Social media is an arm of your content, it should move in conjunction with your daily process of creating good content.
It’s all about prioritizing these elements properly. Hosts who stick their nose up at it will cap their ceiling of growth and popularity. Hosts who overvalue it can create diminishing returns on their radio product. Getting 20 replies on a Tweet looks and feels great, but it pales in comparison to the number of people listening to you live on terrestrial or streaming audio channels. It’s all a balancing act. Find the balance and find what works for you and your brand.

BSM Writers

Adam The Bull Is Giving Cleveland Something It’s Never Had Before

“It was only more recently that I was like why do I have to only be a radio guy?”



After spending 22 years on the radio, Adam “The Bull” Gerstenhaber was ready for a new adventure.  In fact, the former co-host of Bull and Fox on 92.3 The Fan in Cleveland did not have a new job lined up when he signed off from his 11-year radio home last month.

“I was already leaving without having a new project,” admitted Gerstenhaber during a recent phone interview with BSM.  “I left before I knew for sure I had a ‘next project’.”

Gerstenhaber was preparing for his final show with co-host Dustin Fox on April 1st when he was contacted by an executive producer for TEGNA, a company that was developing a Cleveland sports television show on YouTube.  The executive producer, who had just found out that Bull was a free agent, made it clear that he wanted Bull to be a part of the new project.

It all came together very quickly. 

“Let’s talk on Monday,” Gerstenhaber told the executive producer. “And within a week they signed me up.”

The Ultimate Cleveland Sports Show on YouTube featuring Gerstenhaber, former ESPN personality Jay Crawford, 92.3 The Fan’s Garrett Bush, and rotating hosts to make up a four-person round-table show, made its debut last Monday.  The show, which airs weekdays from 11am to 1pm, features passionate Cleveland sports talk, live guests, either in-studio or via Zoom, as well as interaction from the audience through social media.

“I’m very excited,” said Gerstenhaber.  “It’s a definite adjustment for me after 22 years on radio doing television.  For the last 11 years, I’ve been doing a radio show with just one other host and I was the lead guy doing most of the talking and now I’m on a show with three other people and it’s such an adjustment.  So far, I’m having a ball.”  

And so far, the reaction to the show has been very positive.

A big reason why is that it’s something that Cleveland didn’t have and really never had, unlike a city like New York, where there are local radio shows that are simulcast on regional sports channels. 

“There’s nothing like that in Cleveland,” said Gerstenhaber.  “And there was certainly nothing like this with a panel.  Cleveland is such a massive sports town and now people that don’t live in Cleveland that are maybe retired in Florida or Arizona, now they actually have a TV show that they can watch that’s Cleveland-centric.”

The new venture certainly represents a big change in what Bull has been used to in his radio career.  He’s enjoying the freedom of not having to follow a hard clock for this show. In fact, there have already been some occasions where the show has been able to go a little longer than scheduled because they have the flexibility to do that on YouTube.

Doing a show on YouTube gives the panel a great opportunity to go deep into topics and spend some quality time with guests.  And while there is no cursing on the show at the moment, there could be the potential for that down the road.

Don’t expect the show is going to become X-rated or anything like that, but the objective is to be able to capture the spirit and emotion of being a sports fan and host.

“It’s something we may do in the future,” said Gerstenhaber.  “Not curse just to curse but it gives us the option if we get fired up.  It is allowed because there’s no restrictions there.  The company doesn’t want us to do it at the moment.”  

There’s also been the shift for Gerstenhaber from being the “point guard” on his old radio show, driving the conversation and doing most of the talking, to now taking a step back and having Crawford distributing the ball on the television show.

For a guy called “The Bull”, that will take some getting used to. 

“Jay is a pro’s pro,” said Gerstenhaber.  “He’s the point guard for this but he’s also part of the conversation.  I’m not used to not being the point guard so I have to adjust to that.  I think it’s gone pretty well and the chemistry is pretty good and with time we’ll get used to the flow of it.”  

Gerstenhaber’s move from sports radio to an internet television show is a perfect example of how the industry is changing.  A good portion of the listening and viewing audience these days, especially those in the younger demographic, are not necessarily watching traditional television or listening to terrestrial radio.  For a lot of sports fans, watching and listening on a mobile device or a computer has become a very important way of life.

The desire to adapt, along with a shorter workday, was very enticing to him.

“It was only more recently that I was like why do I have to only be a radio guy?” wondered Gerstenhaber.  “There were things about my job that I was unhappy about.  I was doing a five-hour radio show.  It’s too long. That’s crazy.  Nobody should be doing a five-hour radio show at this point.” 

Broadcasting on the internet has arrived and it’s not just a couple of sports fans doing a show from their garage anymore.  The business has evolved to the point where the technology has provided more opportunities for those who have already enjoyed success in the industry and are looking for new challenges.

Kind of like Adam The Bull!

“I think years ago, probably like many people in the radio business, we looked at internet and podcasts as like whatever…those guys aren’t professionals…they’re amateurs,” said Gerstenhaber.  “But the game has changed.”

Gerstenhaber, Crawford and everyone associated with the “Ultimate Cleveland Sports Show” should not have much of a problem attracting the younger audience. That demographic is already accustomed to watching shows on YouTube and other streaming platforms.  The challenge now is to get the more mature audience on board. There are certainly some obstacles there.

I know this from experience with trying to explain to my mother in Florida how she can hear me on the radio and watch me on television simply by using her tablet.

Bull can certainly relate to that.

“My mother is still trying to figure out how to watch the show live,” said Gerstenhaber with a chuckle.  “The older fans struggle with that. A lot of my older fans here in Cleveland are like how do I watch it? For people that are under 40 and certainly people that under 30, watching a YouTube show is like okay I watch everything on my phone or device.  It’s such a divide and obviously as the years go by, that group will increase.” 

With the television show off and running, Gerstenhaber still has a passion for his roots and that’s the radio side of the business.  In the next couple of weeks, “The Bull” is set to announce the launch of two podcasts, one daily and one weekly, that will begin next month.  But he also hasn’t ruled out the possibility of returning to terrestrial radio at some point.

“I have not closed the door to radio,” said Gerstenhaber.  “I still love radio.  I would still, in the right set of circumstances, consider going back to radio but it would have to really be the perfect situation.  I’m excited about (the television show) and right now I don’t want to do anything else but I’m certainly going to remain open-minded to radio if a really excellent opportunity came up.”

The landscape of the broadcasting industry, particularly when it comes to sports, has certainly changed over the years and continues to evolve.  Adam Gerstenhaber certainly enjoyed a tremendous amount of success on the radio side, both in New York and in Cleveland, but now he has made the transition to something new with the YouTube television show and he’s committed to making it a success.

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BSM Writers

Why You Should Be Making Great TikTok Content

“We’re specially trained in the world of TSL (time spent listening), and the longer people view your content on TikTok, the more the app rewards you by shoving your content into more and more feeds.”



It feels like there’s a new social media platform to pay attention to every other week. That makes it easy to overlook when one of them actually presents value to your brand. It wasn’t long ago that TikTok was primarily used by teenagers with the focus being silly dance trends filmed for video consumption with their friends and followers alike. Now, as the general public has become in tune with how this complicated app works, it’s grown far beyond that.

TikTok is now an app used by all types of demographics and unlike TikTok’s closely related cousins Instagram and Facebook, this app provides a certain type of nuance that I think people in our line of work can really excel in. 

Before I get into the nuts and bolts of how you can use TikTok to your advantage and how to make your videos catch on, I think it’s important to first mention why this matters for you. Now, if I’m being realistic, I’m sure there are some that have already stopped reading this or those that could scroll away fast enough when they saw the words TikTok. You might be thinking that this doesn’t fit your demo, or maybe that it’s a waste of time because productivity here won’t directly lead to an uptick in Nielsen ratings. But I’m not sure any social network directly leads to what we ultimately get judged on, and we aren’t always pumping out content directly to our core audience.

TikTok, like any other app you may use, is marketing. This is another free tool to let people out there know who you are and what you offer in this endless sea of content. And the beauty of TikTok is that it directly caters its algorithm to content creators just like us. Bottom line, if you are a personality in sports talk, there’s no reason you can’t be crushing it on TikTok right now. All it takes is a little direction, focus, consistency, and a plan. 

Unlike Instagram, Facebook, and Twitter where you can throw a photo up with a caption and be done for the day, TikTok’s whole model is built on creative videos that keep users engaged for longer periods of time. This approach works. According to Oberlo, a social media stat tracking site, people spend more time per day on TikTok than any other popular social media application. 38 minutes per day!

This is where this is good news for us in talk radio. We’re specially trained in the world of TSL (time spent listening), and the longer people view your content on TikTok, the more the app rewards you by shoving your content into more and more feeds. TikTok’s algorithm doesn’t care how many followers you have, your level of credibility, or the production on your video. All ir cares about is 1) Is your content good. and 2) Are people watching it. 3) How long are they watching it. The more people watch and the longer they watch creates a snowball effect. Your videos views will skyrocket, sometimes within hours. 

So, how do you create content that will catch on? It’s really not all that different than what you do every day. Create thought-provoking commentary that makes people think, argue, or stay till the end to get the info you teased up for them. I’ve found through my own trial and error that it’s best if you stay away from time-sensitive material, I’ve had more success the more evergreen my content is. That way, the shelf life expands beyond just that day or week. This is different for everyone and there’s no one-size-fits-all, but this is where I’ve seen the most success. 

Also, put yourself out there, don’t be afraid to say something that people are going to vehemently disagree with. Again, it’s not unlike what we do every day. It’s one thing to get someone to listen, it’s another to get them to engage. Once they hit you in the comment section, you’ve got them hooked. Comments breed more views and on and on. But don’t just let those sit there, even the smallest interaction back like a shoulder shrug emoji can go a long way in creating more play for your video. 

If you want to grow quickly, create a niche for yourself. The best content creators that I follow on TikTok all put out very similar content for most of their videos. This means, unlike Instagram where it’s great to show what a wildly interesting and eclectic person you are, TikTok users want to know what they’re getting the second your face pops up on that screen. So if you are the sports history guy, be the sports history guy all the time. If you are the top 5 list guy, be the top 5 list guy all the time, and on and on, you get the point. 

Other simple tricks

  • Splice small videos together. Don’t shoot one long video. 
  • 90 seconds to 2 minutes is a sweet spot amount of time. 
  • Add a soft layer of background instrumental music (this feature is found in the app when you are putting the finishing touches on your video) 
  • Label your video across the screen at the start and time it out so that it disappears seconds later. This way a user gets an idea of what the content is immediately and then can focus on you delivering your message thereafter.  
  • Research trending hashtags, they are far more important than whatever you caption your video. 
  • Use closed captions so that people can follow your video without sound. 

Finally, don’t be intimidated by it or snub your nose at it. Anything that helps your brand is worth doing and anything worth doing is worth doing well. 

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BSM Writers

Does Tom Brady’s Salary Make Sense For FOX In a Changing Media World?

“The risk here doesn’t have to do with Brady specifically, but rather the business of televising football games in general.”



FOX is playing it too safe when it comes to adding Tom Brady.

That’s going to sound weird given the size of Brady’s broadcasting contract. Even if that deal isn’t worth as much as initially reported, it’s a hell of a lot of loot, especially considering Brady has remained steadfastly uninteresting for a solid 20 years now.

Let’s not pretend that is a detriment in the eyes of a television network, however. There’s a long line of famous athletes companies like FOX have happily paid millions without ever requiring them to be much more than consistently inoffensive and occasionally insightful. Yes, Brady is getting more money than those previous guys, but he’s also the most successful quarterback in NFL history.

The risk here doesn’t have to do with Brady specifically, but rather the business of televising football games in general. More specifically, the fact that the business of televising football games is changing, and while it may not be changing quite as rapidly as the rest of the sports-media industry, but it is changing. There’s an increasing number of choices available to viewers not only in the games that can be watched, but how they are consumed. Everything in the industry points to an increasingly fragmented audience and yet by signing Brady to be in the broadcast booth once he retires, FOX is paying a premium for a single component in a tried-and-true broadcasting formula will be more successful. 

Think of Brady’s hiring as a bet FOX made. A 10-year commitment in which it is doubling down on the status quo at a time of obvious change. FOX saw ESPN introduce the ManningCast last year, and instead of seeing the potential for a network to build different types of products, FOX decided, “Nah, we don’t want to do anything different or new.” Don’t let the price tag fool you. FOX went out and bought a really famous former player to put in a traditional broadcast booth to hope that the center holds..

Maybe it will. Maybe Brady is that interesting or he’s that famous and his presence is powerful enough to defy the trends within the industry. I’m not naive enough to think that value depends on the quality of someone’s content. The memoir of a former U.S. president will fetch a multi-million-dollar advance not because of the literary quality, but because of the size of the potential audience. It’s the same rationale behind FOX’s addition of Brady.

But don’t mistake an expensive addition from an innovative one. The ManningCast was an actual innovation. A totally different way of televising a football game, and while not everyone liked it, some people absolutely loved it. It’s not going to replace the regular Monday Night Football format, but it wasn’t supposed to. It’s an alternative or more likely a complement and ESPN was sufficiently encouraged to extend the ManningCast through 2024. It’s a different product. Another option it is offering its customers. You can choose to watch to the traditional broadcast format with Joe Buck and Troy Aikman in the booth or you can watch the Mannings or you can toggle between both. What’s FOX’s option for those audience members who prefer something like the ManningCast to the traditional broadcast?

It’s not just ESPN, either. Amazon offered viewers a choice of broadcasters, too, from a female announcing tandem of Hannah Storm and Andrea Kramer beginning in 2018 to the Scouts Feed with Daniel Jeremiah and Bucky Brooks in 2020.

So now, not only do viewers have an increasingly wide array of choices on which NFL games they can watch — thanks to Sunday Ticket — they in some instances have a choice of the announcing crew for that given game. Amid this economic environment, FOX not only decided that it was best to invest in a single product, but it decided to make that investment in a guy who had never done this particular job before nor shown much in the way of an aptitude for it.

Again, maybe Brady is the guy to pull it off. He’s certainly famous enough. His seven Super Bowl victories are unmatched and span two franchises, and while he’s denied most attempts to be anything approaching interesting in public over the past 20 years, perhaps that is changing. His increasingly amusing Twitter posts over the past 2 years could be a hint of the humor he’s going to bring to the broadcast booth. That Tampa Tom is his true personality, which remained under a gag order from the Sith Lord Bill Belichick, and now Brady will suddenly become football’s equivalent of Charles Barkley.

But that’s a hell of a needle to thread for anyone, even someone as famous as Brady, and it’s a really high bar for someone with no broadcasting experience. The upside for FOX is that its traditional approach holds. The downside, however, is that it is not only spending more money on a product with a declining market, but it is ignoring obvious trends within the industry as it does so.

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