Arbitron issues social media "Do's & Don'ts" memo to help radio avoid distorting ratings

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Issue Date: 
Mar 13 2013 - 1:35pm

From Issue:

In the interest of "protecting the integrity of audience estimates," Arbitron yesterday e-mailed client radio stations a list of "Do's and Don'ts" concerning station communication via social media. And not just on Facebook and Twitter, but also texting, e-mail, and more.

As most radio professional know, Arbitron has strict guidelines regarding messaging that can lead to "ratings distortion," but before now it concerned what was said on-air and in traditional marketing. As the importance of social media has grown, with its ability for one-to-one communication between station staff and listeners, Arbitron is now emphasizing the importance of avoiding ratings bias.

Now, Arbitron reminds clients that "social media comments are subject to the same guidelines as on-air comments. The company instructs radio not to discuss ratings (even ratings success), on social networking sites, as that could prompt diary keepers to reveal themselves.

Arbitron even monitors social media sites daily, both for respondent disclosures and to look for any contact between respondents and stations.

See Arbitron's memo here.


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