I’m wondering if you can help me with a decision I’ve been struggling with for several months now. I should start off by saying if you’re not a Twitter user, you’ll probably be indifferent to my dilemma.
Late last year, 88.7 WAY-FM in Nashville, the station for which I serve as operations director, began utilizing Twitter as an additional way to deliver traffic and weather information to listeners (@wayfm_nashville). Through Twitter’s ability to deliver tweets via SMS, listeners can receive this information right on their cell phones.
While I’ve not yet collected measurable feedback from listeners on the usefulness of this feature (though I did ask for feedback on Twitter while writing this post), a number of people within broadcasting and other closely-related industries have called it “brilliant” and “really well done.” Maybe they say that because we seem to be ahead of most other stations in this regard. Though sometimes I wonder if stations that aren’t utilizing Twitter just feel it’s a passing fad. Will they be proven right? Too early to tell.
At any rate, my struggle lies in effectively connecting with listeners via @wayfm_nashville who aren’t interested for whatever reason in receiving traffic and weather this way, if at all. I’m worried that some who follow us will be put off by these 3 to 5 tweets sent every weekday morning.
My first thought is to separate traffic and weather tweets from normal, every day WAY-FM tweets with the creation of a new, traffic and weather-only Twitter username. This would free up the other username for general information, conversation and contesting.
With this in mind, I grabbed @WAYtoWorkUpdate, which is how we refer to the updates on the air during the morning show. Next would come the somewhat difficult task of communicating the change on the air, not to mention the added burden of keeping up with an additional username (not only for us, but potentially for those following us).
So, where to go from here? I would love to get your thoughts and opinions on this in the comments. Thank you in advance for your time. By the way, if you’re not in the Nashville market, you can sample WAY-FM online at wayfm.com. I’d be curious to get your general thoughts on the station as well.