This is a Great Time to Focus on Your Web Site - Part 2

Last week, I discussed the importance of station websites, and provided tips on staff interaction and targeting the needs of your listeners. This week, it's time to focus on implementation!

* Determine your critical measures
* How will you know how successful your site is?
* You might use the number of visitors as an indicator. It is easy to put a counter on your site. (Hint: Never display your counter. This is for you to see, not your listeners).
* You might use the number of people who enter a Web-based contest.
* You might use the number of people who join your "loyal listener" club.
* You might use the number of e-mails sent to your on-air talent.
* You might conduct focus groups to seek further clarity.
* You might conduct a survey.
* You might use all of these measures.
* Determine the necessary technology

Today's sites have great interactive capabilities. Generally, that means Ajax technologies. It means Javascript, client-side widgets and server-based application frameworks like ASP.Net 3.5. Foreign language? Yes, to most of us. Just make sure somebody on your technical team (whether in-house or outsource) is fluent.

You will need special technology to stream your audio, to show the title of the current and past several songs, easily add new content to the site, create any kind of on-air store, allow listeners to purchase music, gather information about visitors, etc.

There are companies that will help you establish blogs, listener e-mail, forums, content uploading and sharing, webcam applications, song identification and more. Sometimes the only way to learn that these companies exist is to see a feature on another website. If you like it, track down the company who built it. No doubt they will be delighted to add you as a client.

Check References

Somebody will be hosting your site and helping you with content from the technical side. Of course, you'll look at their other work. Call some former and current clients. Push to talk to somebody who they didn't work well with. Keep asking questions.

Network with other radio stations. Find out which vendors they have had problems with. Even better, find out who dazzled them.

Don't Do Too Much

It takes time to maintain a station website. You can easily try to do so much that your people will begin to resent it.

It is much better to ask your people to put in enough time to create a quality site, and not one minute more. That way, what is done will be well supported and your people will look forward to their involvement. Things won't run smoothly if they don't see their contribution as fair, effective and valuable.

Of course, if all these efforts seem to be delighting your listeners and increasing your role in their lives, it would be shame to not expand your capabilities. In that happy case, bring in carefully selected people to fill in where you need more raw hours of time and where you need more technical ability.

Websites today are considered to be in "perpetual beta." That is, based on visitor feedback and new technology, they are changing quickly. You don't have the time to be perfect. You need to have an idea, throw it up for people to use, get some feedback, and repeat. It is a very exciting time.

Promote it everywhere:
On-air
In all of your sales materials
As part of your letterhead
On bumper stickers
On the side of the station van
Everywhere.