The Greylock Glass is a non-traditional, online radio station that covers local news, entertainment, and events in the Berkshires and Western Massachusetts. The site sometimes publishes editorials, has regular podcasts, and a live stream. Listeners can choose from several different “stations” with a variety of topics including the local economy, politics, film, music, culinary arts, etc. Revenue: Listener and community donations
SEO efforts tend to do a great job increasing organic search visits, but sharing a link to an article on my site to my Facebook page, and then sharing that post to local or interest-related Facebook Groups seems to bring the most traffic. We publish, for example, quite a bit of food content, which is shared to farm and garden FB Groups as well as cooking/recipe groups, as well as geographically specific groups.
Main goal of sharing to FB interest/geo groups is to give people specific reasons to return to the Glass on their own — news about food, arts, music, etc. Once there, an pop-up invitation for mailing list greets them, which converts fairly well.
No staff available to conduct thorough review of strategy — monitoring of FB notifications seems to indicate that many people are finding out about our work via FB Groups.
The Greylock Glass exists in a small town environment, where it's very easy to anger one half of the business community or the other with reporting controversial issues, which kills off advertising sales for a while. Meanwhile, "loyal subscribers" to the site and newsletter, who should be most willing to support independent news, turn a deaf ear to my frequent appeals to contribute just ONE crummy dollar per month.