Many ambitious companies and radio stations have a social network vision. Excellent! Many will conceive and launch their own proprietary social network and bypass My Space, Facebook, and Twitter. Mistake!
Use "mass appeal" social networking to your full advantage.
Have a virtual place in which listeners and fans can interact with other listeners and fans, and directly with the radio station and its personalities. Additionally, through the "networking " piece of social networking, expand your friend/fan base by your (station) friends recommending YOUR space on My Space, etc. to their friends and so on.
Use the public social networking sites to stimulate interest and traffic to your content rich website. Go where the people are. Think of Twitter, Facebook, and the others as we used to think of the TV networks--and their ability to drive CUME. Your stations cume and the cume of your website.
If you are thinking this strategy is just for the kids. Think again. Time will show, they are for everyone.
Of course your website should be a community. Just don't forget that there are excellent options to help that community grow.
