Monday Memo: Social Media Checklist for Radio
By Holland Cooke
Consultant
These aren’t just bulletin boards. They’re extensions of your station, where listeners expect to be acknowledged and advertisers expect to see results.
Michelle Krasniak’s “Social Media Marketing All-in-One For Dummies,” 6th Edition (Wiley, 2025) really is “9 Books in One.” Haven’t got time for all 739 pages? I’ve boiled-it-down to five fundamentals that tee-up useful brainstorming.
Her core message: stop treating social media as a sideline. It is as important to your brand as what comes out of the transmitter. And it’s sponsorable.
Here are five fundamentals:
Pick your platforms wisely.You don’t need to be everywhere. As our superstar traffic reporter Bob Marbourg used to say when I managed WTOP: “Pick your lane and stay with it.” Figure out where your target listeners already spend time and go-deep there. For most stations that’s Facebook and Instagram, but TikTok and YouTube Shorts are big with younger demos.
- Treat it as programming. Every social post is content marketing. That means it needs the same creativity and discipline as an on-air break. Recycle strategically: a morning show prank becomes a 15-second Reel, a newscast becomes “WXXX News Now, Top Stories.”
- Post consistently. Social media isn’t set-it-and-forget-it. Build an editorial calendar. Balance evergreen content (i.e., music trivia or host Q&As) with timely, trending posts. Post predictably.
- Measure what matters. Stop obsessing over likes. Engagement — comments, shares, saves, direct messages — is where the action is. Track what kinds of posts spark conversation and what falls flat. Advertisers will also expect hard numbers, so get comfortable with analytics.
- Bring advertisers along. Clients want more than a schedule of spots. They want campaigns that include social media integration — from sponsored live streams to Instagram Reels with product tie-ins. Package these with on-air buys and show ROI with real data.
Krasniak stresses that “content is everywhere” — the trick is connecting the dots. For stations, that means breaking down silos between the studio, the stream, and the screen. Social feeds aren’t bulletin boards. They’re extensions of the studio, where listeners expect to be acknowledged and advertisers expect to see results.
Bottom line: Social media done right isn’t an add-on; it’s table stakes. If your station isn’t treating it with the same rigor as on-air programming, you’re leaving audience and revenue on the table.
Holland Cooke (HollandCooke.com) is a media consultant working at the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke
but sources tell Reuters that it would likely be sometime after November. Senate Commerce Committee Chair Ted Cruz criticized Carr for comments he made on the Benny Johnson podcast about late night talk host Jimmy Kimmel’s joke that appeared to threaten ABC/Disney and promise FCC action against the company if it didn’t take action on its own. On his Premiere Networks distributed podcast, “The Verdict with Ted Cruz,” Cruz said of Carr’s comments, “I got to say that’s right out of ‘Goodfellas.’ That’s right out of a Mafioso coming into a bar going, ‘Nice bar you have here. It would be a shame if something happened to it.’” Carr recently said that’s not what he meant and stated, “We don’t want to see weaponization of government by any administration against any perspective – and that’s certainly not what we’re doing here.”
director, I have submitted my notice. I’m grateful to Connoisseur Media, a fantastic company that, at the time, owned WFMD, and to Frank Mitchell, who hired me and trained me, for the opportunity to be part of this legendary station, and to my close friend and mentor, Bob Miller. My passion for radio is strong, and I look forward to returning to the airwaves as soon as my time at WFMD comes to an end. I love the radio industry. Who knows where this journey will take me next, but I hope it will still be in this area. You will hear me on the air again one day, because my radio career is NOT over. I still have a month here, and I am looking forward to finishing my time here. Primarily working with the fantastic team that I get to work with every day.”
With topics ranging from Mars and UFOs to flying cars and ‘civilization starter kits,’ each episode blends science, technology, and imagination with the real choices shaping our world.” For example, on this week’s program Cirilli welcomes Harvard astrophysicist Dr. Avi Loeb for a conversation about comet 3I/ATLAS, alien tech, and the future of space exploration. He also chats with Rich Cooper, vice president of strategic communication and outreach for Space Foundation, about America’s $1 trillion space economy and why investing in space isn’t just about exploration – it’s about building America’s economic future. Premiere Networks president Julie Talbott states, “We’re thrilled to welcome ‘Hello Future’ to the network. With years of experience as a journalist covering global affairs, technology and policy, Kevin has the unique ability to connect the dots between science and the future for listeners who crave bold ideas and fresh perspectives on what’s ahead.”
unapologetically conservative, culturally aware, and authentically Black voices to the forefront – voices that have been ignored for far too long. This show is about faith, family, freedom, and fearless truth-telling. I’m proud to be part of a network that values bold ideas and real conversations, and I can’t wait to shake things up.” Separately, Cumulus announces that “The Next Role with Vernon Davis” also joins the Cumulus Podcast Network. Former NFL star and Super Bowl champion turned actor and producer Vernon Davis’ podcast focuses on career transition and reinvention. Davis says, “The Next Role is more than a podcast – it’s a movement. I created this show to highlight the courage it takes to reinvent yourself, especially after a career in the spotlight. Partnering with the Cumulus Podcast Network gives me the platform to amplify these powerful stories and connect with listeners who are navigating their own transitions. I’m excited to bring these conversations to life and inspire others to embrace their next chapter.” 
solutions organization Magid, the RTDNA examines trust in journalism among younger news consumers in 2025. It published the findings earlier this summer. Now, news pros can watch a recording of the webinar that the two organizations conducted to walk journalists through the findings and help them understand how they can improve trust among the next generation of news consumers. 
the past year (October 1, 2024 – September 30, 2025). A panel of judges representing the broadcast industry and community service organizations will review applications and select 50 finalists and 10 winners. Stations must submit an online entry through My NAB detailing their community service efforts from the past year. The deadline for entry submissions is October 31. Finalists will be announced in February.
and radio industry CEOs are pleased with the probability that they will be loosened. Cumulus Media president and CEO Mary G. Berner states, “We’re encouraged that Chairman Carr and the FCC are advancing the 2022 Quadrennial Review. Quickly modernizing the radio ownership rules is essential for listeners who rely on local radio every day. With updated 
rules, companies like ours can invest more locally, diversify our offerings, and compete effectively in today’s rapidly evolving audio landscape. We look forward to working with the Commission to make these updates.” Beasley Media Group CEO Caroline Beasley comments, “We would like to thank Chairman Carr for moving forward with the quadrennial review on this critical endeavor. This is a defining moment for our industry to ensure that local radio can continue to fulfill its essential public service mission for decades to come. We look forward to working with the Commission to implement common-sense reforms that will allow broadcasters to compete fairly and keep serving the local audiences who rely on us every day.”
Eddie Martiny states, “I am excited to have Chris lead our talented Dallas team. Over the past 20 years, I’ve seen him inspire and drive growth across some of the most well-respected companies in our industry. His diverse background and leadership, makes him the perfect person to lead the Dallas market to the next level.”
includes news/talk WISN. Valkoun was most recently president and general manager for Milwaukee Radio Alliance, which recently divested itself of its radio properties in the market. Milwaukee market president Dan Lenz says, “Colleen is a proven leader with a track record of success in this market. Her expertise, energy and passion for Milwaukee and the business community make her the perfect fit for this role. We’re thrilled to have her back at iHeartMedia Milwaukee.”
Beaumont region for over five decades known for his authenticity, passion, and a deep love for Beaumont and its people. Caldwell is now 89 yet he continues to wake up at 4:00 am to entertain and inform his long standing and loyal fan base. Chamber president Amy Lavoi says, “Al Caldwell is more than just a radio personality – he’s the voice of our community. Through decades of broadcasting and public service, Al has uplifted this city with his humor, insight, and compassion. We are honored to recognize him as our 2025 Man of the Year.” Caldwell comments, “This community has given me so much over the years and being recognized by the Chamber as ‘Man of the Year’ is truly humbling. I love telling stories, sharing laughs, connecting with listeners, and waking up before the sun to be part of their day.” The award will be presented at the Chamber’s Annual Meeting on October 7 at the Beaumont Civic Center.
entertainment & integrated marketing Jeff Meza says, “Cultural ROI is the vehicle for us at Urban One to further our mission to help educate the industry and brand partners alike on the importance that intentions must be rooted in strategy, and this new economy requires development of total market plans that are inclusive and representative of authentic experiences.” Urban One VP, television and digital research Audrey Cochran adds, “I am incredibly proud of the work we’ve done to quantify the undeniable impact that Black consumers have on U.S. culture. This study not only demonstrates their impact and influence on broader consumer behavior but also underscores the value of authentically connecting with this segment – and the business risks of failing to do so.” 
market manager Steve Sinicropi says, “We are proud to launch UPSTATE RED and bring a new conservative voice to the Upstate region. ‘UPSTATE RED’ will be a premier destination for principled conversation, insightful news, and engaging talk with some of the biggest names in national talk radio, providing the most important news and information to the Upstate.” The programming lineup includes Premiere Networks’ Glenn Beck, Clay Travis & Buck Sexton, Sean Hannity, and Jesse Kelly, as well as Michael DelGiorno in mornings, Westwood One’s Rich Valdes in late nights and FOX News Radio’s Will Cain.
As a media consultant, my team has had the privilege of being engaged extensively by members of the C-Suite. Becoming a member of the C-Suite is a common goal. To get into any group, acceptance often depends on acting and appearing like established members. Here are some of the actions observed of business masters whom we consulted:
number of issues based on data from Edison Research’s ongoing Share of Ear study. One aspect of AM/FM radio’s strength is its ability to reach the country’s political segments. The post notes, “Among registered voters, AM/FM radio has a 67% share of ad-supported audio, followed by podcasts (20%). Whether the target is Independents, Republicans, or Democrats, AM/FM radio shares are in the mid-60s to low 70s.” 
licensed to Walton, New York – previously aired a country format and a news/talk format, respectively. Bold Gold Media Group president Vince Benedetto says, “We have a deep love and connection to the Catskill Mountains and Delaware County, and we are very much looking forward to bringing our programming to the wonderful community of Walton. For a long time, we have had the privilege serving the neighboring town of Hancock, and very much look forward to extending our local programming to include even more of the residents of Delaware County.”
Sure, radio’s superpower is that we’re live. But 75% of all advertising dollars are now spent on digital. And Netflix, YouTube, and podcast platforms have conditioned consumers to expect that their content will wait for them (“on-demand”), not the other way around (“linear,” meaning real-time on-air). If your best content disappears the moment it airs, you’re leaking value. Think: time-shifted, searchable, and shareable.
Jimmy Kimmel’s first monologue back after the recent suspension had the audience laughing and gasping, and, in the hands of countless radio hosts and podcasters, replaying. Within hours, clips of his bit weren’t just being shared online. They were being chopped up, (re)framed, and (re)analyzed as if they were original show content. For listeners, that remix feels fresh. For lawyers, it is a fair use minefield.
for the Amplified Voices Podcast Network and Amplified Voices TV. American Urban Radio Networks CEO Chesley Maddox-Dorsey says, “This launch represents a powerful evolution in our mission to serve Black audiences. By creating two distinct digital destinations under AmplifiedVoices.com — AVTV and AV Podcasts — we are sharpening our focus to better meet the needs of our listeners, viewers and content partners.” Content will include “On the Record” with AURN News correspondent Ebony McMorris, “Café Mocha Radio,” and “reACT with Rev. Al.”
Joyce Wirthlin says, “We are excited and fortunate to welcome Rick back to iHeart to lead programming for our cluster. His proven leadership, creativity and track record of building winning stations will be invaluable for our listeners and partners in Salt Lake City.” Vaughn comments, “This is an incredible opportunity to help shape the future of iHeart Salt Lake City. iHeartMedia is committed to excellence, innovation and growth, and I’m excited to return to the iHeart family to collaborate with such a talented team, create compelling content, engage listeners across every platform, and deliver outstanding results for our advertising partners.”
Markets broadcast operations. Salem CEO David Santrella says, “Linnae is a proven builder of teams and revenue streams. For nearly three decades she has delivered results across every part of Salem’s business, and she has the rare ability to connect vision with execution. As we move into a ‘One World’ selling environment, Linnae is exactly the leader we need to unlock new opportunities across all of our platforms and deepen our service to advertisers. Her leadership will be central to accelerating Salem’s growth.” Also, Jamie Cohen is promoted to chief digital officer, a newly created role designed to unify and oversee all digital operations across Salem Media. Cohen was most recently SVP of broadcast digital. Santrella says, “Jamie has been one of the key architects of Salem’s digital transformation. In just seven years, he took a $6 million business and scaled it to over $40 million—proof of both his vision and his execution. This new role gives him the mandate to break down silos and unify all of Salem’s digital assets under one strategy. With Jamie at the helm, Salem is positioned not just to compete in the digital marketplace, but to lead as a fully integrated media company.”
several capacities over the past 20 years but was most recently with crosstown sports talker WIP-FM co-hosting with Ike Reese. Beasley Media Group Philadelphia Paul Blake says, “Jon Marks is a proven leader and a trusted voice in Philadelphia sports. His credibility, passion, and connection with our audience will be instrumental in driving The Fanatic’s continued growth and success in the market.” Marks comments, “I’m beyond excited for this opportunity. Philadelphia is the best sports city in the country, and the fans here are as passionate as they come. To be able to talk sports with them every day in this new time slot is an honor, and I can’t wait to bring that same energy and passion to middays on The Fanatic.”
Patriot.TV. Root says, “What an honor to join Patriot TV and their millions of conservative viewers. My weekend powerhouse TV show, ‘America’s Top Ten Countdown,’ reaches millions on Real America’s Voice TV. Now my daily video podcast WAR Zone will be on multiple dynamic platforms from Patriot TV, to serving as the official podcast of ‘The Gateway Pundit,’ reaching their 2.5 million unique daily readers, as well as livestreamed on X, Gettr, and TruthSocial. The left has tried everything to stop me, ban me, censor me, harass me, yet the popularity and reach of my shows just keeps exploding. That’s called WINNING!”
“The 
host on WGBB-AM, Freeport, New York (Long Island) for more than 35 years. She appeared on major television programs including, “The Oprah Winfrey Show” and “Good Morning America.” She also served as a columnist for Lifetime Television since. Keller’s long-running radio program with international reach established her as an enduring voice in the metaphysical and self-help space.