Enhancing social media presence for a radio station through targeted content and interactions. This project demonstrated strategies to engage an older audience in digital spaces, blending live productions with artist features to build community and boost visibility.
Context
As Community Manager Intern at RTS for Option Musique, there was initially no clear focus or dedicated support behind the role, with very low expectations and minimal details in the job specifications. The emphasis was on developing social media strategies to connect with listeners, leveraging content around music, artists, and behind-the-scenes experiences.
Details
Time Frame:
September 2019-September 2020
Role:
Community Manager
Involvement:
Managed Instagram and Facebook pages
Overview
The goal was to grow and engage the Option Musique community on social media, featuring artist interviews, road trips, and live content to make the radio station more accessible and interactive for listeners.
Challenge
The primary audience was older and less active on social media at the time, making it difficult to generate consistent engagement; needed to create appealing content that bridged traditional radio with digital platforms without alienating the core demographic, all while operating with low expectations and minimal guidance.
Solution
To maximize impact, I was as proactive as possible, creating as much content as possible despite the lack of structure; this included managing daily posts for Instagram and Facebook, producing and conducting interviews with well-known artists such as Kendji Girac, Angèle, Zaz, and Pascal Obispo, capturing behind-the-scenes footage, and following radio hosts on road trips for “Option on the road” series, while also covering festivals and handling live radio streaming for post-production repurposing.
- Took a proactive approach generating as much content as possible to build momentum for the social media channels.
- Managed daily posts on Instagram and Facebook, while producing and conducting interviews with prominent artists including Kendji Girac, Angèle, Zaz, and Pascal Obispo
- Captured behind-the-scenes footage, followed radio hosts, covered festivals, and handled live radio streaming for post-production repurposing to enhance digital presence.
Results
Achieved a strong engagement ratio despite the older audience demographic, with posts garnering positive interactions and feedback. Artists reported enjoying their time, leading to authentic content that resonated; overall, strengthened community ties and increased the station’s digital footprint.
