“I have to blog a blog too?”: Radio Jocks and online blogging.

1. “I have to blog a blog too?”: Radio Jocks and online blogging. Barry Rooke rookeb@uoguelph.ca

2. Background • Radio & TV broadcasting degree • 11 Years in Campus/Community Radio as a programmer • 4 Years staff Campus/Community Radio • 2 Years Producer Commercial Radio • Vice-Chair Board of Directors – Campus/Community Radio • Connection to Thesis • Campus/Community radio in Canada: linking listeners to broadcasters with web 2.0 technologies. • Facebook • Twitter • Blogs • Staff and Programmers • Recommendations

3. What does the CRTC stand for A) Commissions of Radio and Television in Canada B) Canadian Radio-Television Telecommunications Commission C) Canadian Radio-Television Center D) Canadian Rural Transmissions Commission

4. Canadian Radio Sector • Campus/Community Commercial Public (CBC)

5. Purpose of the Study With changes in technology, and communication practices, what are the wants and motivation for modern radio broadcasters or “jock”, and their associated stations, to interact with listeners using a blog-type medium?

6. “Jocks” & Blogs Jocks Commercial: 2800-3800 Campus/Community: 350-650 Public: 45-85

7. Method • 4 Surveys • NCRA (15) • NCRC Staff (29) • NCRC Jocks (54) • CFRU Case Study (27) • Focus: • Social Media use • Goals of Social Media • Visual Analysis of 51 Blogs • Commercial (20) • Public (12) • Campus/Community (19) • Focus: • Length • Frequency • Content • Goals

8. Results - Commercial Findings: Are always found on the company’s website Typically are very short in length, update once per show Have very little personality in the writing Almost always either re-posting of other blogs, or links to videos Motivation & Wants Drive listeners to website for monetization purposes Post because they are required too by the station (Frequency) Entertainment and sex sells Use of different forms of social media for communication with listeners

9. Results – Campus/Community Findings: Focused on show content/genre Downloads available Include personality Updated each show Motivations & Wants Attract listeners Promote the material that is aired on their show Receive feedback and discover preferences of the listeners Grown community Raise Fundsfor strugglingIndustry

10. Results – Public Wants and Motivations Provide the opportunity to catch-up on missed shows or information Match the CBC mandate to inform and entertain from a Canadian viewpoint Drive hits to website to prove show is of value on the schedule Findings: Highlight upcoming show Re-listen to past shows Extended interviews Updated once per show

11. Recommendations • Don’t be long winded; • Paragraphs are your friend; • Stay away from profanity, as it loses audiences; • Keep the title short and easy to remember ; • Track your blog to assess growth, use a tracking website or internal statistics(Hewitt 150; Wright 24,39). • Post often; • Link freely to other sites; • Be cautious of comments left; deletion or failure to respond can alienate or start conflict on a blog; • Be generous in praise and attribution;

12. Future Research • Re: Social Media • Are other forms of social media impacting the use of blog-type mediums • What social media outlets should jocks be using to maximize their reach? Re: Blogs What specific type of information/content and in what format jock bloggers should be using to meet the needs of their specific shows

13. Thank You Barry Rooke – rookeb@uoguelph.ca