The Boring Beneficial Basics: Station Event Guide

One of the smartest things you can add to your website is a local guide to events in your area.  A good one will help drive people repeatedly to your website.  Furthermore, those events are also something you can highlight in your social media efforts!

Research consistently shows that an online events guide is something listeners in almost all formats want and expect to find at your website.

Here’s the key to what to put in it:

  • Format-specific events.  If you’re a music station, that means concerts.
  • Things your target listener would likely be interested in.  That means no events for grandma in your Hot AC event guide!
  • Make sure everything you list passes the “Who Cares” test; go for quality of listings instead of quantity (these are not PSAs).
  • Add all your station events.  However, try not to add other stuff just because a sponsor asks (yeah, that’s a tough one).
  • Sell the title sponsorship to a client, and use it on the air.  “Check the Radio 109.1 – Davis Ford Event Guide online at radio-1-0-9-1-dot-com.”

Then, mention it regularly on-air!

Ideally, one person should keep the event guide updated.  A jock might work on it to replace his or her personal blog (and you know how we feel about personal DJ blogs!).

Now, how do you use this in social media?

As you add stuff, post a link to the event guide listing on your station Facebook page.  Just add a comment to the posting like, “Here’s official word on a concert coming to town” or “The kids might like this free event” or “Find us Saturday afternoon to register to win the Radio 109.1 Travel Package.”  For station events, make sure you hit it again in social media at least once within 24 hours of the event.

Or, once each week, you could send out the next week’s worth of events as a Facebook message update to your fans.  Remember … if you do a good job picking events, your fans will look forward to seeing what you come up with!

Stuck for a good way to incorporate this at your website?  Talk to your webmaster.  Event guides and similar listings are a common framework used on many sites, so it shouldn’t be too hard to come up with a page that will show separate listings of events that you can click on to see more detail.

If your web people aren’t any help, try these:

  1. Check your blogging software.  Sometimes you can create a respectable event guide out of your blog structure.
  2. Do it on Facebook, and have your station Facebook page open to the events tab inside one of your web pages.  Then, you can easily keep your station Facebook events listings updated without having to create something special.

Want to talk through any of this?  Find me at the “About” section of this blog.

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