By Giovanni Gallucci

I’m going to come clean on a couple things.

I’m a rabid music fan and a news-talk junkie. But I’m a fair-weather radio listener. I love radio but I’ve done as much damage to the radio industry as the next guy. I’ve made controlling the personal consumption of media a science. I want my political talk but I don’t care if it comes from the radio, TV, satellite or a podcast. I want my music with me on my terms, on my own personal device.

While I work in music, I’m not a radio industry insider. I respect the radio industry trailblazers that so many of us on the internet emulate. But I don't have an innate need to be a cheerleader for the industry. This will make it easier for me to share what I know about using social media to build your fan base and engage with your listeners. It is inevitable that I will stumble, make incorrect assumptions and generally put my foot in my mouth from time to time. Some of you will disagree with me. And that’s okay. I’m here to teach, listen and learn.

As Bob Dylan said, "I was always fishing for something on the radio. Just like trains and bells, it was part of the soundtrack of my life."

Radio made it possible for us to enjoy all kinds of music and hear diverse opinions, anywhere in the world, any time of the day or night. It was here before TV and is a more convenient medium with a wider reach. It’s also an industry enduring an unrelenting assault from the internet.

Unlike in years past, radio may make up only a few tracks on the soundtrack of the lives of listeners.  It now shares that honor with YouTube, Facebook, Spotify, Pandora, Shazam, and many other online outlets.

In this environment we can roll over and take it; or we can turn the tables and play the game on a level playing field. This will require rules from a different playbook than we’ve become accustomed to over the past several decades.

Let’s not kid ourselves. Right now, this isn’t about winning. It’s about retooling, refocusing, and surviving. Winning comes later.

I’m here to help. Being successful at social media is not child’s play. You must take this as seriously as any other part of your business. If you are disciplined, focused and ready to learn, you will see results over the long-term. If you’re here to find quick solutions and just “get more fans,” go away.

That’s not what strategic social media is about and those who have that mindset fail.

We have a soundtrack to contribute to!