Radio: the emergency service. But what about your website?

New figures from Stray FM shows your online infrastructure gets a battering, too.

We all know it: when there's a local emergency, that's where radio comes into its own, as new listeners tune in to your station in their droves.

However, a station in Harrogate knows that it's not just the radio station that gets increased figures - but everything they do online.

During some serious floods across the Yorkshire Dales over Christmas, Stray FM saw online listening had tripled; social media reach had quadrupled; and they had over fifteen times more traffic to their website.

Stray FM, part of UKRD, uses its own CMS to run its website. It's run by UKRD Labs, an internal division of the radio company.

Managing radio station websites demands a skill that many find unusual: that of coping with significant traffic bursts. Typically this happens in unusual weather events: unusual snow, high winds, bush fires or (in this case) floods.

A few years ago, radio stations used to flip over to a simple, text-only version of their website: but with advances like Amazon's CloudFront or the independent CloudFlare CDN system, radio stations can continue to serve their websites without interruption. And, of course, increased use of social media means relying less on stations' own websites and more on services like Twitter and Google.

Streaming, too, comes under pressure. Many radio stations run servers with relatively low maximum concurrent listeners, adequate for their normal listening but regularly reaching their maximum under stress. Unlike a transmitter, online radio typically sets a maximum number of listeners (though there are increasingly robust ways to overcome this: not least a new streaming technology called HLS).

It all goes to show that it's important to look beyond the transmitter mindset: and ensure that everything a radio station does is relevant and updated - not just the stuff on-air.

Press Release

Over 1,000% web traffic increase due to flooding over Christmas

The Christmas period saw some devastating floods across the whole of the North, including the Stray FM TSA, with Ilkley, Otley, Skipton, Knaresborough and Boroughbridge among the towns heavily affected.

As the floodwaters started to rise more and more, people turned to Stray FM on air and online at strayfm.com for all the latest information.

On Christmas Day and Boxing Day, the website saw an amazing 1,555% increase in page views, as people wanted to find the local news, travel information and weather forecast. Online listening tripled and social media reach quadrupled.

Sarah Barry, Managing Director of Stray FM, said: "When a crisis on this scale happens, the impact can be huge and devastating, and this is when true local radio comes into its own.

"People turn to us first, because we can be there, in every sense, when our local community needs us, whether this be for information or practical help.

"The ability we now have to reach thousands of people via the website and social media enables us to give more accurate information, more quickly - often within minutes. "It also allows our audience to engage with us and others affected, with the use of photos, comments and updates specific to their own experiences. The sharing of information helps to bring the whole community together, which is so important in these circumstances, not just as it's happening, but also in the aftermath as the clean-up gets under way.

"It goes without saying that Stray FM will continue to support those affected in whatever way possible."