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George Wrighster Is Trying To Open A Lot of Doors

“As you know, it’s easy to just pump out hot takes. But when it’s actually something that you believe and you can support it with some stats and data or personal experience that makes it believable.”

Brian Noe

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I’d describe George Wrighster as a man that has controlled strength. He’s motivated by obstacles and driven by naysayers, but it isn’t written all over his face.

It’s a bit like Aaron Rodgers. The Green Bay Packers’ quarterback wasn’t visibly emotional when he slid to the 24th overall pick in 2005, or when his team drafted Jordan Love to possibly take his spot. Best believe Rodgers hasn’t forgotten about being slighted though. I think George is similar. The former NFL tight end is a competitor, but he might not let you see that your doubts ticked him off. He’ll just get back to work and grind so that one day you are eating your words.

George Wrighster joins SiriusXM's Mad Dog Sports Radio | Hear & Now

George has achieved a lot in sports radio within a relatively short period of time. He can be heard on two national platforms — FOX Sports Radio and SiriusXM’s Mad Dog Sports Radio. His brand new show on Sirius began two short months ago. The Oregon grad shares some interesting thoughts about not being pigeonholed as a former athlete and also what it’s like to help change the landscape in a mostly white dominated industry.

I’ve known plenty of things about George, like how he rages against heavy metal music and trashes Velveeta cheese. Hey, we can’t all be perfect. But the Oregon grad touches on many things that aren’t common knowledge. George shares a wise thought about building a community. He unveils what got him listening to sports radio in the first place when he never listened during his playing days. George talks about the show that freaked him out the most and also shares a list of his strong goals. Makes sense though. It’s his controlled strength at work again. Enjoy.

Brian Noe: How’s everything going with the new gig at Sirius?

George Wrighster: It’s going really good. I got a chance to do a couple of special projects too. I did an MLK special with Kirk Morrison and some stuff with the college football national championship. I hosted some other shows on the network. It’s cool getting more opportunities and more reps, trying to get better.

BN: What’s the main goal you try to accomplish when doing shows, especially your new one?

GW: I want people to feel educated and entertained when they listen to the show. It’s important to me that people also feel like this is a place where they can get the truth and honesty and not just shtick. As you know, it’s easy to just pump out hot takes. But when it’s actually something that you believe and you can support it with some stats and data or personal experience that makes it believable. I think that’s the best thing that you can do. We all see sometimes where people say things and you’re like there’s no way this dude believes that. He’s just saying it because it’s going to get people riled up.

I try to talk about stories in a different way that people normally may not. I try to approach it from the human side of things and not get too far deep in the weeds on the X’s and O’s, but kind of how athletes are real people; how these things impact their sport and their decisions. We also talk a little politics on the show — how politics and business intersect sports in certain aspects too. We’re not debating propositions. No, we’re not doing all that, but we are at that intersection where sports does intersect with politics and business. We do go there.

BN: What do you remember most about your first show on Sirius?

GW: It’s funny because as many shows as I’ve done — solo, with other people, all of that — I remember the first night that the light came on and it was just me. I was nervous that entire day, dude. I went walking around the neighborhood because I would take the baby on a walk every day. I was nervous that whole day. I was like oh my God, what if when the light comes on, I can’t say anything? Nothing comes out?

It’s funny to think about because you’ve done it so many times, but the fact that it was all on me, it was my show, solo, it just hit me like, dude, I’m responsible for this whole ship. But the good part is, I was like if the ship sinks, if the car crashes, it’s going to be because I gave it everything that I had and it just didn’t work. It’s not going to be because I let somebody else control my future.

George Wrighster - Harvard Football Players Health Study

BN: What happened once you cracked the mic that first night?

GW: Every show has different clocks, how long each segment is and all of that. Our first segment for the opening monologue is between 15 and 22 minutes max. It was funny because that first 20 minutes, or however long I went, it felt like it was two hours long. It was crazy to me because I record my podcast sometimes for 30 minutes straight with nobody talking to me. It’s just me talking to the camera because I do it on a live stream, nobody responding, not taking comments, so it was just funny that it felt so long when I had to do it all by myself. But now it breezes by.

BN: How did that opportunity come about for you at Sirius?

GW: This was years in the making. This is where you say relationships matter and keep banging on the door and then one day it might open. Back in 2014 I finally got into the NFL’s broadcast boot camp. That’s where former and current NFL players can go get media training and get in front of executives. There are executives and actual decision makers from FOX, from ESPN, CBS, a bunch of places, and former athletes who have made it. You get a lot of workshops and they teach you how to interview. They expose you to TV and radio because a lot of times people don’t know which lane they want to be in or if they truly want to be in it. So you get big exposure.

When I got back from it one of the people that I met there was Steve Cohen. Not the Mets’ Steve Cohen, but the Steve Cohen who, at that point in time he may have been the program director or Senior Vice President over at Sirius. I just followed up with him. Every six months, four months I’d shoot him an email telling him what I was doing, letting him know I was available if anything came up.

Fast forward about four months ago, I got an email from Steve Cohen. He was like yo, we may have an opening over at Sirius. What are you doing now? That was weird because I hadn’t emailed Steve in a few months, but I was going to email him soon. I keep these reminders to email all of these people. All of these times he was always like yo George, I’ll keep you on the radar if anything comes up. He sent that e-mail, followed up, and then I tested. Apparently I did pretty well. They offered me the job and here we are.

BN: Was the test a demo or a fill-in show?

GW: It was a demo because they do things a little bit different over at Sirius. If you’re not under contract with them or don’t have an agreement with them, doing an on-air demo there doesn’t happen, I don’t believe. We did it just like an actual show. We produced an actual show except for it was only an hour and a half long. We took breaks; so I had to talk to commercial break and interview guests. And yeah, we did it like a mock show.

BN: What was it about sports radio where you said you know what, this is the road I want to go down?

GW: I’ve done TV, and I do want to do more TV as well, but radio allows you to communicate with people in a different way. In TV you’re speaking in sound bites a lot more. You don’t get a chance to expound, not as much storytelling. With radio you get a chance to build an audience and communicate with them. They become part of your family, part of building a community.

I saw that with a guy out here in LA named Fred Roggin. Fred just builds a community with his family. It’s the same thing with Petros Papadakis on his show Petros and Money. They build a community and the people are so invested. I like that. The idea that you don’t just build a community for that station; you build your community. So when you do move locations or you do change because it’s business — sometimes contract disputes happen, sometimes companies are bought and sold or whatever — then your audience is portable because that’s your family.

BN: When you talk about community, it makes me think about race. Sports radio is a very white dominated industry. As a black host, do you have that at the forefront of your mind that if you do a good job, it might open the door for others?

GW: Absolutely. I look at this as a two-fold thing. Yes there is a racial element and I’ll talk about that next, but the first thing is as a former athlete, they will pigeonhole you as just the sport that you played. That’s the first thing. I started writing to make sure that didn’t happen. Writing on other sports, commenting on other sports and all of that.

As an athlete I didn’t want to be pigeonholed into just football, and also pigeonholed just as an analyst. When you can host the show and be an analyst it opens up more doors for you. So now I don’t have to sit in the two chair. I can sit in the one chair also. It just gives you more diversity. As a former athlete, opening up doors as being a solo host, that’s hard to do.

But as far as a host of color, especially those who sit in a single chair, that’s tough. There aren’t a lot. There are a lot more who do two-man shows, and mind you they do a great job, but I think there is something to be said about the lack of diversity. Colin Cowherd obviously is one of the best to ever do it. So are Dan Patrick and Jim Rome. My goal is to ascend to that level the way some little kid can look at me and say oh wow; I can do this if I want to.

BN: I interviewed LaVar Arrington. He called it having a babysitter when the radio guy is in the one seat and the former athlete is in the two seat. His thought was hey man; two athletes can have a good show too. What are your thoughts on how the former athlete is typically paired with the radio guy? 

GW: Yeah, he’s right. LaVar is right when he says that it’s like the babysitter, or the hall monitor where that person has to be the quote-unquote adult in the room. Truthfully it’s literally about the mechanics — tossing to break, watching the clock, understanding how to progress a story, how to manage callers — all the mechanics. That was something that I always pressed. Even when we started doing the show on FOX, I was like yo, I want to have more responsibility on the show. I think that once people see that you want that responsibility, and that you actually will take it seriously, and that you’ll go practice it when nobody’s listening, and then when you get the opportunity you do a good job at it, then they say oh okay, let’s throw him a bone.

Eventually something bad happens. I remember one day on FOX during the Sunday show I do now with Dan Beyer, something happened to Dan’s mic or it was a power issue or something, and he was out. I had to do it for a couple of segments and it was like, oh okay, cool, so now we know that he can do this. The more and more that you do it, then people can believe and trust because the thing that they want the most is to know that you’re not going to burn the house down. That it’s not like Home Alone where you’re going to come back and the house is ransacked or Don’t Tell Mom the Babysitter’s Dead where you’re going to have a party. No, you’re just going to go in there, live life like normal, put out a good show that’s entertaining, and everything will be fine.

Don't Tell Mom the Babysitter's Dead still image 4

BN: Did you listen to sports radio much during your playing days?

GW: Absolutely not. No. Not at all. The thing that started getting me to listen to sports radio was Marcellus Wiley because I had played with him. We were friends, and I just wanted to support him. Then I realized, good God, I love sports radio.

My kids sometimes get annoyed, they’re like dad, do we have to listen to talk radio today? They already know that if it’s 12 o’clock here at home, I’m probably listening to Finebaum. I don’t know why I like Finebaum so much especially during college football season. Schein On Sports. I watch Colin. I like Skip and Shannon. I tune in to Steven A. sometimes. I appreciate how much work they really put in. Yeah it’s easier when you have an army of writers and staff and researchers, but you still have to go out there and deliver it.

BN: Is there anything else about sports radio in general beyond hot takes that turns you off for you when you listen?

GW: I usually only listen to people that I like. The only thing that makes me change the dial now is if it’s a topic that I don’t want to hear about, or I’ve felt like I’ve heard too many times. I’ll turn the dial, but I like this person, so I’ll be back. It’s just I’m tired of you today. I love my kids but some days I want to go to dinner all by myself, or with my wife and leave them at home. That doesn’t mean I don’t like them, but I need a break.

BN: Who have you learned the most from in sports radio?

GW: Dude, easy answer, this guy named Brett Winterble who I hosted my first show with on The Beast 980 here in LA. Brett had been a producer for conservative talk radio but he was a huge sports fan. He was the adult in the room.

Brett actually now has a huge talk show in North Carolina. He just filled in for Rush Limbaugh and had like the highest ratings for any fill-in there. Brett literally had been through the grinder of ascending in this business. We had a producer that was absentee at best. Brett taught me how to produce a show, how to cut sound, how to come up with content. He taught me things that if I were in a normal situation with a producer and all that stuff, they would have done a lot of that work already, so I wouldn’t have learned how to do it as quickly. It would have taken me years to learn something I learned in eight months because it was a crash course. It was either fail or do it.

Brett was just the consummate professional, freaking hard working, just a grinder. He’s just a smart guy too. He showed me the ropes in this business. He gave me a lot of valuable tools and experiences from his life that I wouldn’t have ordinarily gotten. I owe a lot of credit to Brett.

BN: You’ve had a number of partners. Have you taken elements that you think work from those other hosts and molded it to your own style at all?

GW: I would say yes. From Brett I learned that this was his livelihood. He was always the adult in the room. He was always going to make the right decision for the show. To make sure that things did not go off the rails. I took that from Brett.

Oh, I forgot somebody else I learned a lot from was Petros. Petros is just Petros. I think that a lot of times when people get into this business — and I fell victim to it too — of I have to be radio guy. I have to be TV guy when the thing that people really connect with the most is you being you. That’s what Petros showed me was just be you. You don’t have to be anybody else; just be the best George that you can possibly be. I don’t know if there’s anybody more themselves than Petros.

BN: Goals. Is there anything specifically that you want to accomplish in sports radio or beyond?

GW: Yes. I would like to have a simulcast like Colin does. Be number one on the Talkers 100. What that would mean for me, it would be a sense of accomplishment in my second career doing something that wasn’t so physical like sports. Doing something that was foreign, working at it, and then reaching that goal.

2019 TALKERS Heavy Hundred 1-25 : TALKERS magazine – “The bible of talk  media.”

I do want to have a simulcast with radio and TV at the same time. But my ultimate goal, if I could be doing either my radio show or a podcast version of it like Joe Rogan does, while hosting a show on the Food Network and College GameDay on the weekends, I would be the happiest person in the whole world.

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 Akron Beacon Journal, 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. He shifted to covering the Cavaliers 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 The Worst Weeks For Our Listeners

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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