There are lots of different social media sites, but Facebook is turning into the 800-pound gorilla. Twitter‘s good for quick, last-minute updates, but is really easy to ignore. YouTube and Flickr are solid for videos and photos, respectively. Other sites like Foursquare and Digg and StumbleUpon are struggling for a meaningful niche.
But Facebook continues to grow as a brand. Many brands, radio stations included, are finding real advantages in maintaining a Facebook brand page as part of their marketing mix.
However, Facebook is more like the ultimate permission marketing tool rather than just another form of mass advertising. In other words, people … often your biggest fans … self-select themselves to receive what you have to say.
When you ask people why they decided to “Like” a brand page on Facebook, the answer usually has something to do with getting special access or information about the brand or product … or ways to win stuff … or special discounts or deals … or other similar favorable treatment.
Got that? Big fans! Wanting more of you!
What a gift they give us when they sign up for our Facebook page.
…… …… …… <a momentary pause to let that sink in> …… …… ……
So let’s give them gifts in return. The more special things you can give them, the more value they will see in being on your Facebook feed. The reverse is true, too … the more you just tell them what you’re already saying on the air, or even stuff that has nothing to do with your brand … the more you risk getting hidden or dumped.
ACTION ALERT! Here are some things you can do starting now to raise the perceived value of your Facebook posts:
- For major contests you do, figure out an extra way for Facebook fans to win occasionally in a contest that’s not promoted on the air.
- If you do remotes and appearances, look for a special gift or prize to treat your Facebook fans like first class fliers.
- Tell them about special personality bits and benchmarks before they happen.
- Let them know exactly when new songs by big artists will air. Better yet, let them hear it beforehand or on demand with a special link, and encourage them to comment on it.
- When special stuff of any sort is going to happen on the air, give them advance notice on Facebook, and post a “Listen Here” link to your online stream.
- Pick a couple of things in your online event guide each week and tell your fans about them … including a link to your website.
- Remind them occasionally of how easy it is to learn what songs played on your station, with a link to your online list of tunes you aired.
- If you do special weekend or syndicated programming, don’t just tell them it’s on … involve and engage them. For a countdown show, post a poll of the top three songs and ask them to pick which is #1 this week. For a 90s weekend, pick a different big 90s band each week and post some of their videos on a web page … maybe even let your Facebook fans vote on which artist or group gets featured each week.
- Never use DJ phrasing or cliches on Facebook. Put the listener benefit FIRST and write the smallest number of sentences you can.