Here are a few examples of radio social media that could have been done better. But I’m not All Critic … I’ll give you a bunch of things these folks could have done … to do a better job of delighting their biggest fans, and reaching some of their own station goals.
EXAMPLE ONE: A news/talk station that posted a video of a song that was the #1 song in the country 20 years ago
Ideally, you’re using your social media to highlight key stuff about your brand. So here we have an old song that’s neither news … nor talk. The best scenario I can think of is that, maybe, the morning host mentioned this song and his producer posted a link to this video so that listeners could hear it. However, there was no explanation why this song got posted.
Instead of this popping up in the middle of morning drive, here are some potential posts that would have fit better with this particular radio brand:
- Traffic is slowing for an accident at [location] as you can see from our online traffic map. Listen on the 8’s for live traffic reports today and every morning. <post link to online traffic map at station website>
- Today’s another cloudy, wet day. Listen to [morning show] for our city’s exclusive Accuweather forecast every ten minutes, guaranteed. <link to listen to station stream online>
- Does Obama really have the power to attack Libya? What do you think? Find out at 9am on [syndicated talk host’s] show. <link to talk show host’s blog>
- [Local talk show host]’s live at noon, and wants to know what you think about the crazy new plans coming out of City Hall. Click below and give us your comments! <link to local host’s web page with show tease, and commenting feature activated>
All of those examples speak from a brand perspective, and get people back for more listening … or clicking on the website … or engaging with the station brand.
EXAMPLE TWO: A very ordinary promo liner
Hey all you [MLB team fans]! It’s your chance to win the ultimate fan experience with the [Station-Team] Ballpark Package. Ten listeners are going to get a pair of pre-game field passes, to get an up-close view of batting practice just before the [date] game with the [visiting team]. Then you’ll head to your field-level seats for the game. Plus…
OK, if you type so much on Facebook that people have to click “See More” to read everything you are asking them to do, it’s back to the keyboard for you, my friend! Time to do some editing, and try again.
What was perhaps even worse was that if you were one of the tiny number of people who would click “See More,” you would get a link. If you clicked that link, it would take you to a really cluttered, disorganized web page with no information about this contest except for a graphic link halfway down the page. Click that link … and it takes you to a webpage with the exact same wording as the Facebook post, and then another paragraph about the sponsor.
General Managers … Sales Managers … Program Directors … Promotion Directors: STOP letting the staffer who’s challenged by blowing up the helium balloons at remotes post on your social media.
You are talking to your biggest fans. Think of something you can do in social media that is even more special than people would hear about on the air.
This contest involves estimating the number of charcoal briquets in a container. For Facebook and Twitter, what if you gave them a hint? Or, a formula to estimate it? Now, the social media post becomes something like:
Everyone has the chance to win field level seats to see [the hometown MLB team] and even meet a player or two after the game, by figuring out the number of Kingsford briquets in this box. However, only Facebook friends get an unfair advantage in figuring it out. <link to special, helpul web page>
You don’t have to solve it exactly like that. The point is: give your biggest fans (i.e., your social media fans) a leg up or extra access when you can. Treat them special.
EXAMPLE THREE: All the links to more info about hip-hop artist Chris Brown’s appearance on “Good Morning America,” and his destructive temper tantrum following that appearance
This made sense for a lot of stations to post today. Any station who’s a flavor of CHR, Hip-Hop, Urban … or does celebrity news … could have jumped on this today and had something to talk about. For any station with a younger female target, it has the potential to be a hot-button story because of how Mr. Brown had treated his former girlfriend, Rihanna.
However … some stations were smart and included this in their online celebrity news blogs at their own websites … or created a special web page about it … and linked to that page from Facebook and Twitter. That gets you extra web hits.
Other stations linked directly to TMZ or People magazine or ABC News or other sites. Those stations got no extra web hits.
Set it up so that you get the web hits! This is one of the great things about social media … you want clicks on your website, so use your Facebook and Twitter fans when something like this comes up.