R Dub! Z90/Magic 92.5: Like any tool, it can be used for good or evil. I tell my staff to really think about their every single post – will it ADD or DETRACT from their (the jock’s) brand. I value it more.

Mikey V, Kiss 108: 100 percent more! It’s the best marketing tool that we have. It’s also great research tool. It gives us a much bigger reach to the audience.

Buster Satterfield, WIOQ: Yes. You have to value it more as it’s become a part of our audience’s everyday lifestyle. It’s a great way to promote and expand the brand.

Toby Knapp, WASH: I think I value it about the same as before. When I can separate it from work, it’s a place for relaxation and info-tainment… but as you know, that separation doesn’t always exist.

Jonathan Shuford, WRVW: Personally, less because I’m super-burnt out on all of this, but professionally more because it’s the best way for us to get in front of our listeners’ eyes and be everywhere they are.

Jeff Hurley, iHeartMedia: I’ve taken a personal step back from social media. It’s such a toxic environment, it seems almost pointless to engage on them in your personal life. For stations, we’ve tried to provide context for our stations. Yes, it’s extremely important to be active and engaged with our audience socially. But if you’re just slapping blog posts that are getting viewed by 100 people, that’s not a good use of time and resources.

Buzz Knight, Buzz Knight Media: Value them less in an average day. Too much time spent that we can never get back.

Frankie V, KSSX/KHTS: I feel that professionally we are now a 360 degree media brand! To win both on air and with clients you have to have a strong presence on air, on the streets, and on all social media platforms! The more the industry changes the more important our interaction and content on social media becomes!

Alex Tear, SiriusXM / Pandora: It’s still a great way to be connected, you just have to have the appropriate filters on to weed through the junk. I still appreciate the fact that I can keep up with friends, my primary use. Little bit of giving and getting, however I do post less.

Randi West, WRMF I wouldn’t say I value them MORE. Both personally and professionally they can be used to connect to friends and fans and they are important. I think I have always known that. They’re good tools for brands but I find most miss the mark with keeping them ‘entertaining’ but instead blasting them with articles no one cares to read about.

Drew Heyman, WHYI: Yes, that’s your billboard. That’s how you get your message out and connect with the audience in building and maintaning your brand.

Matt Johnson, WPLW: Personally, much less. It’s a lot of fakeness to me. Professionally, it’s a great way to reach out beyond your listening cume and make an impact if you know how to do it correctly.

Mike O’Donnell, WKRZ/WRVQ: I still enjoy Facebook personally. I’m like a Facebook stalker, I don’t post a lot but I’m always looking at what other people are doing. Professionally, I’m not on the air so I don’t have a need for it with listeners, but I do peek in on TikTok just to see what’s trading relative to our business.

Rick Vaughn, KENZ: I actually value them less than we did before. I think we’re getting punished by the algorithms unless we spend money.

Lee Abrams, mediavisions: LinkedIn for business connections and Facebook for personal connections.

Josh Wolff, WAEB: My reliance on social media hasn’t changed much, they remain an effective tool to stay in touch with friends, family, colleagues and listeners.