Social media was on the agenda in various sessions at the National Radio Conference, and the latest stats from GfK show why radio companies are so interested in it.
Radio triggers a superior level of social media interaction than other media according to the latest AudienScope Q3 behavioural insights research.
Radio generates an impressive level of social media interaction with 61% of listeners interacting with social media showing the commercial radio continues to build deep, strong and broad audience engagement.
AudienScope Q3 entitled Converting “Like” to Love shows the positive impact of radio’s social media presence and provides a high “ROR” or Return on Relationship. Of those who engage with radio social media pages, 52% reported it had strengthened their relationship with the station in some way.
AudienScope is a national online survey of radio behaviour, providing context and additional perspective to the Australian radio ratings. 
The research is gathered via laptops, iPads and smart phones then released quarterly. There are 5,000 respondents per year.
Believed to be the first quarterly behavioural study as part of an ongoing media audience measurement contract, it is a new initiative from GfK.
CRA’s Joan Warner says the results show radio has a “unique relationship with listeners and when an on air shift ends, engagement continues across radio’s social media channels.”
Morten Boyer, General Manager of GfK Media, said: “The latest AudienScope research shows that the power of radio relationships extends to social media. This engagement broadens the way people can experience radio content and builds on the enviable bond that radio enjoys with its audience.”
The full AudienScope Q3, 2014 results can be downloaded at the GfK website here