If you’re a radio manager and have experienced a discussion with seasoned talent about embracing social media, you have learned firsthand that it can prove to be somewhat challenging. While most high-profile veterans see the benefits and have jumped on the social media bandwagon, there are many seasoned pros who haven’t.
They’re not necessarily resistant because they’re out of touch; they resist because it feels like the industry is piling more work on them for what they see as unimportant trends.
Over the years, social media has appeared noisy, temporary, and disconnected from what they have always done best. What we industry leaders should do is stop treating it like a checkbox that requires extra work and instead treat it like an extension of their already valuable skill set.
Talent tends to feel that a digital shift, in any form, is being pushed upon them to prove their relevance, when it’s really about protecting their sphere of influence.
One of the most effective ways to bridge talent’s radio/digital gap is to tie social content directly to radio’s true value. Local reach, community impact, and relatable connection through content.
For decades, radio personalities measured success by how many people they reached and how deeply they connected. Social platforms offer new metrics for those same goals. A comment from a listener across the country. A video or audio clip shared thousands of times. Even a message from someone who just discovered the show reinforces something veteran, seasoned talent already understands.
Content that resonates can travel. They already know that radio personalities were the first influencers via the first wireless device ever invented.
Something often overlooked in this quest is listener expectation. Today’s audience doesn’t separate “on-air” from “online.” They expect personalities to be accessible, responsive, and visible beyond their radio show.
When a listener hears something interesting or exciting but then can’t find the talent online, the relationship can stop dead in its tracks. Social media keeps that connection alive between shows, hours, and days when they’re not on the air.
For seasoned talent, this shouldn’t be about becoming an influencer. It’s about conversations that listeners want to continue to have.
It’s also critical to reframe what “content” really means. Many experienced radio folks hear the word content and imagine scripted videos, polished graphics, and preplanned segments. I’ve never believed that should be the assignment.
The best-performing radio content for social media is fast, nimble, and familiar. Whether it’s a recorded rant in the studio, or a quick video after an interview. It could be as simple as a clip of something listeners are already talking about. Seasoned talent already creates content every day. They just need to hit “record” before the red light goes off.
Let’s not forget to address fear, even if it’s unspoken.
I’ll admit that many of us who started on air did so because we had more sizable egos than average. At the same time, we also possessed quite a bit of insecurity. Those traits lead experienced talent to worry that social media exposes imperfections never before seen.
On the radio, talent has always operated inside a controlled environment. Social platforms, however, force us to be less predictable and can be unforgiving. That reality requires admitting imperfections, which leads to posting content they fear doesn’t meet their high standards.
In truth, those veterans need to understand that authenticity beats polish, and mistakes don’t end careers. Simple participation expands the reach and footprint of both the station and their own following. In other words, mediocrity is often better than no participation at all.
Training also matters, but it has to be practical.
I have seen management overwhelm talent with platform theory and algorithm jargon. Instead, show them proof. Walk them through examples of personalities and peers who’ve grown audiences, protected their careers, and opened new revenue streams through social media. When teams see others like them winning, skepticism turns into curiosity.
This process also shows how social content strengthens on-air performance. Hosts who engage online often arrive at the studio more informed about what their audience is reacting to in real time. Comments become show prep. DMs turn into caller topics. Viral clips create built-in talking points.
Instead of believing social media drains creative energy, talent begins to see that it actually feeds it.
From a business standpoint, this matters too. Advertisers increasingly buy people, not just spots. Talent with an active, engaged social presence brings added value to partnerships, promotions, and endorsements. Seasoned talent has always searched for new ways to increase revenue, and social media allows them to demonstrate influence in a way advertisers understand and find tremendously valuable.
Finally, leadership must model the mindset shift.
If social media is treated internally as a chore, talent will treat it the same way. However, when managers speak about it as brand-building, audience development, and career growth—and back that up with tools, time, and support—the tone changes.
Social success should be acknowledged the same way rating wins were.
At its core, this isn’t about forcing veteran radio talent to adapt to social media. It’s about reminding them that they’ve always been content creators. The platforms have changed, but the skills haven’t. The voices that shaped radio for decades still deserve to be heard and seen everywhere the audience lives.
The difference today is that we use both a microphone and a keyboard.
Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.
Bob Lawrence writes weekly columns on radio leadership and business. He most recently served as market manager for MacDonald Broadcasting in Saginaw, Michigan. Throughout his career, Bob has held virtually every position in the business over his 40+ year career, from being on-air in Philadelphia, San Diego, and San Francisco to programming legendary stations including KHTR St. Louis, KITS Hot Hits and KIOI (K101) San Francisco to serving as the head of all programming for Saga Communications and working for the Radio Advertising Bureau. Before landing his current role, Bob helped lead Seven Mountains Media’s cluster in Parkersburg, WV/Marietta, OH. He can be reached by email at BGLawrence@me.com.
Bob also honed his research skills over ten years as Senior VP of Operations at Broadcast Architecture, eventually launching his own research company and serving as President/CEO of Pinnacle Media Worldwide for 15 years. Bob spent five years as VP of Programming for Saga Communications before joining New South Radio in Jackson, Mississippi as GM/Market Manager. Prior to joining Seven Mountains Media, Bob served as General Manager for the Radio Advertising Bureau, overseeing its “National Radio Talent System”.
