Last week I talked about the danger of voice tracking, and based on some of the comments I need to clarify something. Yes, there is a place for voice tracking. If you want a station of announcers, voice tracking is suitable.
But if you want a station that is Radio 2.0 and actually engages people, it won’t work. We need to move into an era of moving the more passive listener to become engaged and an active participant in the station. You can’t do that effectively with announcers or voice tracking.
The art of engagement is essential to our future success. The proliferation of new media has resulted in more choices, and the listeners think that’s great. The stations that are able to actually engage the listeners so they’re more involved are going to succeed, while the stations that continue to focus on announcing won’t.
I ran across a great explanation of what I’m getting it at David Armano’s blog Logic+ Emotion:
“Social engagement is created when design for participation is the primary strategy for the associated initiatives. Tactics can range from the simple to complex, but is primarily tasked with facilitating interactions from participant to participant to organization to participant(s) and vice versa.”
Can you see the difference? Actions and activities are created and designed with participation being the primary strategy. Think about that the next time you’re putting together a contest or promotion. Is it the typical station-to-listener design, or are you looking for ways to engage and involve the listeners?