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
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.”
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.
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.
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.”
KTSA. Morgan will take over for Lance Hawkins, who is retiring. Additionally, integrated sales and sports programming manager Dax Davis will rise to director of sales. Connoisseur Media CEO Jeff Warshaw says, “This is a big moment for our San Antonio team. That market is a vital part of our company, and Morgan and Dax have earned these roles through their hard work and passion for the business. We’re excited to see them lead the next chapter.” Harrison comments, “I am incredibly honored and humbled to step into the role of market manager.
Hubbard Radio’s all-news WTOP-FM, Washington is looking for a new morning drive news anchor after Michelle Basch informed the company she will leave her position at the end of the year to relocate out of DC. WTOP director of news and programming Julia Ziegler wrote in a memo to the stations staff, “Anyone who knows Michelle Basch, knows how much she and her husband Mike adore their cabin in Pennsylvania. Michelle and Mike have decided to move there full-time in the Spring, which means Michelle will be leaving WTOP after nearly two decades. The good news? Michelle will continue to anchor AM Drive through the end of the year. She will then do some reporting for us until she and Mike are fully moved to PA. Michelle’s passion for news, commitment to excellence and drive to ‘first get it right, then get it first’ will be greatly missed in this newsroom.” 
our airwaves free from government influence. The First Amendment affords our stations – and all Americans – this fundamental right, and the mere perception that broadcasters acted because of undue pressure is a problem for our credibility and the trust we have built with our audiences.
her SiriusXM podcast, former FOX News Channel star Megyn Kelly criticized FOX for, as she calls it, talking like he was theirs. “It’s really bothering me how FOX News is talking about Charlie, like he was theirs — he wasn’t. It’s a lie. Just stop.” Kelly accuses FOX of making Kirk persona non grata after the company fired Tucker Carlson because Kirk was supportive of Carlson. The story from Newsmax adds that “Kirk appeared to be completely absent from FOX News in 2023 after Carlson’s firing and early 2024 – though Kelly claimed the network would give him brief appearances to cover for their effective ban.” The Newsmax piece goes on to quote Kirk on the matter. “Since Tucker’s departure, I haven’t been on. And so we had to do an event without FOX. And that was a great thing, man, because sometimes desperation is the mother of innovation, right?” 
Amazon learned that there are high volume sales for specific categories of products. High demand equals high value to the seller. Items such as diapers, printer ink, staplers, batteries, etc. Being brilliant, Amazon created “Amazon Basics.” Same products, white labeled. Amazon doesn’t manufacture batteries; they just slap their logos on what America needs most. That’s why Mr. Bezos has a bigger boat than you.
exclusive sales rep for the Australian market. With this deal, Australian advertisers will be able to access Audacy’s titles as part of their audio campaigns. The partnership broadens the breadth of available content for LiSTNR audiences and increases the reach for clients, with access to a range of titles including “Office Ladies with Jenna Fischer and Angela Kinsley,” “Fly on the Wall with David Spade and Dana Carvey,” “Search Engine,” “The Moth” and dozens of podcasts from CBS Sports and CBS News & Entertainment.
Bruce DuMont
intends to have the station back on the air within a few weeks and it will continue to air an oldies format. Civic Media will add W262CJ at 100.3 FM to the simulcast of talk WAUK-AM, Waukesha which is also heard on W266DR, Waukesha at 101.1 FM. The 100.3 FM signal gives the station a presence in the center of Milwaukee. Civic Media regional president Chris Moreau says, “We’re thrilled to expand our presence in Milwaukee, our largest metro market. These acquisitions allow us to better serve listeners across southeastern Wisconsin with our commitment to local news coverage and quality programming. The extended coverage area creates exciting opportunities for both our audience and advertising partners.”
Sports talk hosts Paul Gallant and Joel Blank have exited Gow Media’s KFNC-FM, Houston ESPN 97.5 in moves they describe as budget related. Both personalities posted the news of their departure to social media. Gallant hosted the early evening show and Blank co-hosted the “Killer B’s” midday show with Jeremy Branham.
New York’s Cipriani 42nd Street once again played host to one of radio’s most anticipated annual events of the year: the annual “77 WABC Gala,” held this past Friday (9/5). The spectacular evening blended star-studded entertainment, heartfelt tributes, and plenty of radio family camaraderie – all while raising funds for three cornerstone charities: Tunnel to Towers Foundation, the Police Athletic League, and Shriners Children’s Hospital.
Woodward Community Media makes talk programming leadership moves that it says “strengthens its talk radio leadership with a key promotion and new hire.” Alex Thomas is promoted to brand manager fornews/talk WHBY-AM/W278AU and sports talk WSCO-AM/W256DD in Appleton, Wisconsin. At the same time, Paul Johnson joins the company as the new assistant brand manager for the Woodward Community Media Talk Team. Johnson most recently served with Midwest Communications. Thomas says, “I am thrilled to be given the opportunity to be brand manager of such prestigious stations of WHBY & The Score. With WHBY celebrating its 100th year Anniversary and WSCO’s local sports presence, it’s an honor to represent Woodward Community Media as the talk station brand manager. I look forward to continuing our community impact and highlighting the Fox Valley with great local radio programming.” Johnson comments, “I’m excited to be part of the team at Woodward Community Media! So many talented individuals on staff, and I feel very fortunate to join the team at WHBY and WSCO with the goal of providing great local radio to the listeners of the Fox Valley.”
radio spots across 192 media markets, generating more than 1 billion impressions and $43 million in airtime from TV and radio stations. NAB president and CEO Curtis LeGeyt says, “Local stations are serving communities with live sports, trusted local news and life-saving emergency coverage – all available for free to every American. But outdated rules are shackling these stations from growing and innovating at a time when Big Tech operates with limitless scale and zero public interest obligations. Consumers deserve more – not fewer – local journalists on the ground and live sporting events accessible without a subscription. The FCC must act quickly to level the playing field so broadcasters can continue investing in the content communities rely on most.”
VP of sales for the market. Castor is taking over for Becky Domyan, who continues her role as to serve as SVP and market manager for the St. Louis market. Castor has also co-hosted “Sports Daily” on KFH Radio since 2022. Audacy regional president Brian Purdy says, “Tommy has a proven track record of success and a deep connection to this market, and we couldn’t be happier to have him take the reins to lead Audacy Wichita forward. I want to extend my deepest gratitude to Becky for her leadership and impactful work in Wichita. We are thankful for the strong foundation she leaves behind and are confident Tommy will build upon that success.”
He previously hosted his show on crosstown WJBE-AM. In making room for Basilio on WKGN, Bob Baskerville moved to afternoon drive to team up with Russell Smith in afternoons. Basilio says, “Bob has been really accommodating and gracious. They’ve got talented people on that station. I’m proud to be a part of it.” Read 
hosted the weekend edition of “All Things Considered” since May of 2023. He says, “I’m really excited and honored to step into this role. I’m mindful of just how important All Things Considered’s legacy is for listeners, and I also know just how much I’ve loved working with the show’s team these past two years on weekends. I can’t wait to bring listeners the news five days a week now. And at this moment where we are all focusing on strengthening the entire public media network and working together more closely than ever before, I’m proud that I started out as an ‘All Things Considered’ host at a NPR Member station, and now will be doing that job nationally.”
An annual physical is a wise idea. Doc asks, “How are you doing?”. Then he or she asks some detailed questions based on your medical history. Then “how have you been feeling? Any issues?” Doc always orders blood draws to see what might be lurking. Is the statin drug keeping your cholesterol in check? Are you getting plenty of exercise, plenty of sleep? How’s your diet? Over the years, I’ve visited about my health with at least a dozen different doctors. I’m convinced that the good ones always ask good questions and then listen carefully. Good questioner – good listener. That’s the doc I can respect and put my trust in.
The program is hosted by U.S. Senator Ted Cruz and Premiere Networks-syndicated radio personality and podcaster Ben Ferguson who break down the most important news stories of the week and what they mean for Americans. “Verdict with Ted Cruz was first launched as a podcast in January 2020. Premiere Networks expanded the podcast into a weekly one-hour radio program for talk radio stations, which debuted on 100 stations in April 2025.
pursuit of pure profit. It embraced this Administration’s radical notion that discriminatory behavior should be tolerated and even embraced, while efforts to expand opportunity for everyone should be rejected.
change; it’s the launch of a dynamic new digital platform delivering hard-hitting conservative news, thought provoking opinions, and exclusive investigative reports headlined by Jason Rantz. ‘Seattle Red’ will be the definitive home for conservative content, expanding our reach, sharpening our brand, and doubling down on our mission to challenge the status quo.” It adds, “At the heart of ‘Seattle Red’ is Jason Rantz, whose live and local content brings a distinctly Seattle perspective to issues that matter most.” KTTH program director Jason Antebi says, “Our new identity as Seattle Red introduces a thriving community and home for conservatives in the Pacific Northwest. We’re building a media platform that amplifies bold voices, breaks real news, and isn’t afraid to challenge the narrative.”
detective story. It takes someone who is an exceptional journalist with seasoned and sharp instincts like Geoff to follow the plot. I’m excited to see how he continues to build on the legacy that Craig Dellimore left behind and how his presence strengthens our multi-platform political coverage to better serve our Chicago area listeners.” Buchholz comments, “Chicago and Illinois are entering a critical era, and it’s more important than ever that our audience understands how the actions at City Hall, in Springfield and Washington affect their lives. I’m so grateful for our listeners’ trust, and I’m looking forward to being our station’s politics-to-English translator and excited to get to work.”
“Hi, there, everyone – Greg Papa here, host of KNBR The Sports Leader’s “Papa & Silver” and voice of the San Francisco 49ers. I want to share some personal news with Bay Area sports fans and my friends and colleagues. I have been diagnosed with cancer and am currently undergoing treatment. As I fully focus on my treatment and work toward a full recovery, I’m stepping away from my broadcasts but look forward to returning soon. In the meantime, I am handing The Sports Leader broadcast ball to my co-host and friend Greg Silver, and I know he and his guest co-hosts will keep our listeners entertained and informed – and I’ll be among them; I’ll be listening! Thanks to everyone for your prayers and good wishes as I begin this fight. Go Niners!!” Photo: KNBR The Sports Leader
Vingan moves to the 3:0 pm to 6:00 pm daypart. The late morning Chase & Big Joe show – Chase McCabe and Joe Dubin – moves to the 12:00 noon to 3:00 pm slot, and a new program hosted by Jake Lyman launches in the 9:00 am to 12:00 noon daypart. Director of operations & sports program McCabe says, “This new lineup reflects 102.5 The Game’s deep commitment to being the go-to destination for Nashville sports fans. We’re the place to get your news, celebrate wins, and vent about the losses. Your Sports Live Here!”