the social life of an on point show
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The Social Life of an On Point ShowMay 2012
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On Point has found some success engaging listeners on platforms outside of radio.
I spent a day with On Point, observing the process from start to finish.
Today I open my notes and take you through the social workflow of producing an entire On Point show.
On Point’s Social Life
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This is not meant to tell you to copy On Point, but rather to help you understand their process and maybe apply it to what you do.
One of the valuable things they are doing is trying new things.
On Point’s Social Life
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On Point has not figured out a secret formula –they’re still trying to find what works well.
The show is already built for social – it’s widely popular, has a nationally known host, is topical, well-staffed and conversational.
There’s still room for improvement (they will be the first to tell you this).
What I learned
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Produced by WBUR.
One two-hour show from 10 a.m. to noon ET everyday.
Hosted by Tom Ashbrook, former foreign correspondent for the Boston Globe.
About On Point
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Staff of 10:
• Host
• Director
• Senior producer
• 6 producers
• Technical director
One producer handles all social responsibilities for each show, on top of radio duties.
About On Point
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14,290 Twitter followers (twitter.com/onpointradio)
17,000 Facebook page Likes (facebook.com/onpointradio
About On Point
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Tom also has his own Twitter account:
About On Point
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Social instances each show
Prior to show Start of show Conclusion of show
4 posts 6 posts 2 posts
A B C
When do you think On Point gets the most engagement with its social accounts?
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THE SOCIAL LIFE OF AN ON POINT SHOW
4 p.m. (the evening prior)
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Publishes two preview posts to OnPointRadio.org
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THE SOCIAL LIFE OF AN ON POINT SHOW
4:15 p.m. (the evening prior)
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Posts the 10 a.m. segment link to Facebook.
• Posting the story and a pointed question the day before gets people thinking about the topic.
• Allows more time to generate comments.
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THE SOCIAL LIFE OF AN ON POINT SHOW
5:15 p.m. (the evening prior)
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Posts the 11 a.m. segment link to Facebook
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Posts the 11 a.m. segment link to Facebook
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Sometimes they will post a photo to preview a show
• Photos and links on Facebook get the most engagement.
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THE SOCIAL LIFE OF AN ON POINT SHOW
5:15 p.m. (the evening prior)
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Sends a tweet previewing 10 a.m. segment.
• This could be less promotional, more compelling.
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THE SOCIAL LIFE OF AN ON POINT SHOW
6:15 p.m. (the evening prior)
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Sends a tweet previewing the 11 a.m. segment
• This is true especially for topics that cause debate.
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THE SOCIAL LIFE OF AN ON POINT SHOW
9 a.m. (the morning of the show)
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Comment curating
• Producer sifts through article comments, Facebook comments and Twitter replies.
• Curates most interesting responses, prints out, hands them to Tom Ashbrook.
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THE SOCIAL LIFE OF AN ON POINT SHOW
10 a.m.
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The show begins
• Producer tweets that the show has started.
• Promoting that the show has started is good, but you shouldn’t stop there.
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THE SOCIAL LIFE OF AN ON POINT SHOW
10:45 a.m.
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Curating online comments
• Producer listens to show, tweets interesting points from Tom, guest and/or a caller.
• The more of this you can do the better.
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THE SOCIAL LIFE OF AN ON POINT SHOW
10-11 a.m.
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Promoting Facebook and Twitter
• Tom tells listeners to respond at OnPointRadio.org, or on Facebook or Twitter at “OnPointRadio.”
• When the producer finds interesting audience comments on Facebook, Twitter or the web site, he/she prints out a selection and gives to Tom during a break.
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Occasionally posts a poll to the Facebook page
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THE SOCIAL LIFE OF AN ON POINT SHOW
11 a.m.
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Second segment begins
• Producer tweets as second segment begins.
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THE SOCIAL LIFE OF AN ON POINT SHOW
Noon
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After the show
• If there was an in-studio guest, producers make sure to snap a photo and post it to Facebook.
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THE SOCIAL LIFE OF AN ON POINT SHOW
Afternoon
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After the show
• Show will sometimes post a link and ask a question to keep the conversation going on Twitter and Facebook.
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THE SOCIAL LIFE OF AN ON POINT SHOW
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More teasing of shows the day and morning before shows.
Create and post more segmented content about a topic discussed during a show.
More in-show tweeting of quotes and observations.
More in-show interaction with listeners.
Possible On Point improvements
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Experiment with different workflows.
Come up with a strategy, even if you’re continuingly changing it.
Post to Facebook and Twitter the day before your show airs.
Don’t just promote the time of your show – tease out a guest or topic.
What this means for you
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Post pictures to your Facebook page.
Use Facebook as a fun behind-the-scenes tool.
Fill in the gaps on your Facebook Timeline.
Pull the best, most intriguing quotes and moments from a show and turn them into stories.
What this means for you
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QUESTIONS?
Eric Athaseathas@npr.org
@ericathas617-622-5433
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