I suspect that the ancient Chinese writer of “The Art of War,” Sun Tzu, would agree that you don’t fight to take a hill that doesn’t matter.
Social media and radio are both valid on their own merits. One does not pick up or pull down the other.
Mark Lapidus hints at what it takes to be the best radio you can be, but seems to believe that the “consultants” and accountants have a death grip on radio. Indeed they do. “Why serve butter when we can serve rancid margarine?” seems to be the corporate philosophy.
If radio isn’t compelling, no amount of Twitter can make it so. Why waste your time on Twitter when you should be doing what you already know you need to do?
Answer the phone with a real person on the request line. Play requests promptly. Actually use your mind and emotion to play what’s next. Throw the automation away. Go “Back to the future.”
A website couldn’t care even if it wanted to. It doesn’t take people long to discover that your “site” only gives the illusion of “Giving a damn.” Radio can connect in a real time personal way. But you have to actually be there.
Real works. Fake doesn’t. Radio has become fake. Twitter is fake. Many people just haven’t figured that out yet. Make radio real and forget Twitter because you can’t make Twitter real. And besides, we’re a radio station and will give you the best radio we can give you.