If you’re the one who keeps the radio station social media feeds cranking, hang onto this. It’ll help get the stuff you post noticed … and acted upon.
For your station Facebook page, here are six action steps:
1. KEEP IT BRIEF. If you can’t say what you have to say with three sentences and a link … go back and get some clarity.
2. DON’T TALK LIKE A JOCK. Understated … informative … engaging … that’s what works on Facebook. Social media is the most one-to-one media conversation. Think of yourself as looking directly in the eyes of one perfect target listener.
3. PEOPLE SCAN THE WEB … THEY DON’T READ. Another argument for using the fewest words possible. Got bunches of info to get across? Put it on your website or a blog and link to it.
4. THE LISTENER BENEFIT GOES FIRST. If you’re posting about an appearance … and you have a pair of concert tickets to give away … our usual pattern is to end with, “and you could win tickets to see Usher!” Instead, start with, “You could win tickets to see Usher when you find us this Saturday at Joe’s Harley of Twinsburg…”
5. WHAT DO PEOPLE LOVE ABOUT YOUR STATION? What keeps them coming back? That stuff needs to have a major presence in your Facebook page feed. Don’t just post celebrity news, sales appearances, or ask questions like, “Whatcha doing with this great sunny weekend?” Your social media, like all your delivery platforms, should express your brand.
6. PLAN IN ADVANCE. Got regular contests? Morning show benchmarks? Other major listening appointments? Use Hootsuite or Tweetdeck or a program like that to schedule as much of that stuff in advance as possible. Believe me, the quality will be better, and it’ll save you a ton of time. Two hints: it’s OK to have a few different wordings for things and rotate ’em. And: link, link, link.
Finally, this is not about writing, but two other useful socially-oriented sites. Store your pics at Flickr, and your videos at YouTube. Create your own station profile at each site. The photos look better on Flickr than if you store them on Facebook, and they’re easier then to download and use for your website. Same for YouTube … it’s the franchise for video storage and viewing now. You can easily link to any pic or video on Facebook or Twitter (or your own website, for that matter).