While most old media is declining, NPR’s audience has grown 47 percent since 2000, according to figures from Arbitron, reports The Washington Post. More than half of NPR’s daily audience comes from its two “core” news shows, “Morning Edition” and the evening “All Things Considered.”
What’s their secret? Mashable’s analysis of their success suggests a three pronged approach:
Local news: as newspaperw wither and die, and commercial radio abandons local news, NPR steps in.
Early use of social media: NPR”s Twitter account has over 780,000 followers, making it one of the top 25 on the social network
Making content available on many channels and devices: People do not want to be tied to a time and a place to listen to content. NPR lets listeners access their content on their own terms. One example is the new mix your own podcast tool, which lets listeners create their own programming schedule from NPR’s audio archives.
Any business can emulate these ideas. As Bryan Clarke of Copyblogger said on the Social Media Success Summit 09: “Every business has to create and distribute content. Think of yourself as a media producer first. Put out helpful, useful content and you’ll build an audience that trusts you”
Your most important skill in social media is the ability to observe.
What do people need? What content are they looking for to help them solve a problem? How can your company help them?
Provide that content and you too will build a loyal audience.
