Your station has a web site.

Your Morning Show has a Facebook page.

Your company even has its own web design team, and a separate “digital media” department.

Woooohooooo!

Does your station do anything, anything at all, to encourage a real community online?

Is there a way for your listeners to engage with each other on your site?

See, it’s only a community if they can mingle with you, and each other, whenever it fits into their schedule — not yours.

If they can actually have conversations about the things that matter to them, which rarely have anything to do with your radio station.

I know this is consultant heresy, but like you, your listeners actually have lives. They’re worried about their jobs, raising their children, improving their relationships, caring about aging parents, finding ways to save money and time and their own sanity.

Is there a way for them to do that on your web site?

If you ever hope to attract people to your station web site for more than streaming radio with lots of bad PSAs between songs, you’re going to have to take this step.

It’s going to have to be a real web site, with a real team of dedicated content producers, and a way to turn those visiting into a real community separate from your station.

The good news is that when you finally do this, your web site has a chance to become much more valuable as this article proves.