Why Howard Stern Helped Shape Social Media
It is difficult to pinpoint the exact morning or even year I first heard Howard Stern, but my life-long love affair began as early as elementary school. My parents were very open and liberal in many ways, so letting me listen to this raunchy, yet serially honest, radio show was not a strange part of my youth.
Howard has been labeled a pioneer for many things and his influence is far reaching, most notably in reality television. Working in social media for years now, I often find myself making a connection between what works in social media to grow and engage an audience and elements of the Howard Stern show that have for decades been the foundation of its success.
Here is a list of observations:
1. Comments
Before we were all able to easily from the comfort of our own home post a harsh criticism below a YouTube video or bog post Howard Stern listeners were taking to phone lines and he was putting them on the air. Howard paved the way for the modern day comments section three decades ago by allowing any and all callers to take to his airwaves and spew as much love or hate towards him as they chose to do. His only censorship parameter was you needed to be entertaining. Often the negative callers made for better radio creating an intense and real argument between the host and his haters live on the air. As the digital age approached, Howard began reading emails, website comments an Twitter posts all on-air. The amount of attention he spends on his audience’s feedback is unparalleled.
2. Transparency
A buzz-word by now in social media, the concept of transparency is the strongest aspect of the entire Howard Stern Show experience. The level of openness about his process, his personal life and those who surround him on the show as employees or guests is unparalleled. From masturbating habits, to behind the scenes arguments and even chance meetings with celebrities at Nobu, Howard has opened up his off-air life to his audience like no one else and often at the expense of personal relationships.
3. Branded Content
Funny or Die has done wonders online getting brands to loosen their tie and take a chance with their brand identity. But, it is Howard who truly set the stage here. He has always integrated his sponsors into the show. Whether as his signature and usually botch live commercial or partnerships such as the movie She’s Out Of My League giving show regular JD $5000 to take ex-escort Ashley Dupre on a date, the Stern Show proved years ago that product integration works when it yields to the audience it is speaking to.
4. Listening to Your Audience
You cannot find another host of a show that understands and pays attention to his/her audience more effectively than Howard Stern. When the audience questions his decisions for the show he listens. He is open and honest on-air about the choices made to bring on certain guests or to dwell on specific topics. When the fans get sick of hearing from Ralph Cirella, Howard bans him from calling the show for a week. When they want more chances to win money, Howard finds a new game and a sponsor. The audience guides the show as much as the creative minds behind it.
5. Fan Loyalty
Is there any more loyal fan-base around today than what Howard Stern has created? The die-hards are willing to risk embarrassment, humiliation and imprisonment all for their 15 minutes on the Howard Stern Show. They take to the streets when he asks them to. They boycott retail stores, movies and public personalities with unrelenting fervor. If Howard loves it they love it. If he hates it, “it” is doomed. Baba Booey!!!
