One thing radio stations do is use social media to fill their fans in on specialized news that’s taking place. News/Talk stations will do updates on local news, traffic weather; some other stations will post links to particular music news or TMZ-style entertainment news or sports updates, depending on the format.
1. Say something about it. If you don’t add a comment about it, you’ve lost an opportunity to brand yourself further. For instance, if you’re a country station, you might have posted a link to the story about Sara Evans saying that Dancing With The Stars gives men an unfair advantage.
If you did, you could have commented something that lets people know why you’re posting it. “Is Sara Evans right that men on DWTS have an advantage over women? Call Wynn & Wilson in the morning and let us know what you think.”
You don’t have to recycle people back to the station; you might just comment on whatever happened. But it’s most effective, and more eye-catching for your fans, if you make a comment about what you’re posting.
2. Linking to yourself is better than linking elsewhere. You can’t always do it … but if you can link to a page of your own website instead of some other site, you get the web hits, you get the unique viewers, you get the traffic and the chance to turn it into more page views. If you want to post a link, you might put that link on a blog page on your own site … and then link to your webpage from Facebook and Twitter.
3. Don’t let link updates replace your own branding posts. It’s often pretty easy to find content online that your target might have some interest in. However, you don’t want to get sidetracked from what people love about your station.
I’ve seen stations that had their jocks doing a lot of entertainment and music news posting on blogs … every one of those posts got a Facebook link … and thus, those stations had a huge Facebook presence that often didn’t have anything to do with anything going on on the air.
Now, I admire their persistence in keeping content flowing, and getting people back to their websites. But if you are Oreos, and if the huge majority of your posts aren’t about chocolate cookies with cream in the middle, something’s screwed up!
So, those are three points you should be able to put into action in one form or another. After all, you’d never cut out important branding mentions on your own air to talk more about Charlie Sheen or Christina Aguilera. Same thing applies with your social media. Make sure your Facebook and Twitter activity is still focused on delivering people to your on-air signal and your website.
After all, each of your stations is just one brand. On-air, on-site, online … it’s all just different delivery methods.