3-13-13
Most people know what to do when they come into contact with a listener that has an Arbitron's PPM or diary. They know because the repercussions of trying to influence that person are very costly. Arbitron wants stations to know their are also rules when it comes to social media and stations need to abide by those rules or face similar harsh consequences.
Yesterday, Arbitron clients sent out a list of social media guidelines on what stations can and cannot do when it comes to ratings. Arbitron said, "While these platforms create more personalized communication with listeners, social media can also lead to rating bias or rating distortion if not managed properly."
Here's what stations are told not to do:
? Don?t attempt to learn the identity of Arbitron respondents. The station may be delisted, even if the attempt doesn?t succeed.
? Don?t address comments to panelists or diarykeepers.
? Don?t discuss ratings #even ratings success# on social networking sites. Doing so may prompt respondents to disclose their participation.
? Don?t post comments encouraging listeners to participate as panelists or diarykeepers.
? Don?t offer anything of value to selfidentified panelists or diarykeepers.
Here's what stations should do
? Notify Arbitron if a respondent reaches out to the station via social media #or any other means#.
? Remind station staff that social media comments are subject to same guidelines as on-air comments.
? Contact Arbitron for a confidential pre-review if you are unsure about comments you wish to post.
? Contact Arbitron if your staff sees posted comments directed to an Arbitron respondent.
? Contact Arbitron if the station learns the identity of an Arbitron respondent #by any means#.
? Review the following materials at arbitron.com.
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