When Clear Channel Radio restructured earlier this year, CEO John Hogan vowed they’d do more than cut payroll.  He said they’d also create a new generation of positions.  That’s bearing out in Chicago where the cluster names two new directors of social media.  They’ll be responsible for using new media and social networking to extend the station brands across online communities such as YouTube and Twitter.

Veteran programmer and AC “Lite FM” WLIT-FM, Chicago midday host Derrick Brown will oversee social networking for urban AC “V-103” WVAZ and WLIT-FM.  “Kiss FM” WKSC-FM program director Rick Vaughn will head up social networking for his station as well as urban WGCI-FM and Spanish “Mega 95.5” WNUA.

Chicago operations manager Tony Coles believes social networking has the potential to play a bigger role in the future if done right.  He says, “We must give our social sites the same brand protection and maintenance we give our on-air, online, and on-site assets.”

The big unknown is how social networks will make money — even Facebook has yet to turn a profit.  Coles believes the potential is there but radio needs to first focus on building relationships.  “Most stations — and businesses — have not realized that we first need to use these tools to benefit the listeners,” he says.  “Only then will we be able to see a return on our investment.”