Steal or Borrow These Good Examples

How much of your Facebook and Twitter action is really helping you hit your goals?  Are you getting both more web hits and listening occasions?  Here are three good examples of radio brand Facebook posts that are about the music you hear on each of these stations, geared to get people back to the brand for more special stuff.

DC101

This rocker in the Washington, DC, metro posted this, giving their fans a chance to go hear this new song by Incubus.  Here’s what works about this:  your social media “Like”-ers are some of your biggest fans who are looking at extra access to your brand.  Here’s a new song that DC101 is giving people the chance to hear on demand (so you don’t have to wait to hear it on the station!).

In addition, this doesn’t just take you to a 3rd party site to hear the song or see the video.  This link takes you back to the DC101 site, so that they get to claim the extra clicks that they receive as a result of posting the link.

Finally, there’s a commenting option on the web page you go to, and a couple of folks had taken advantage of that option.  Voila’ … engagement!

92.3 Now FM

If you’re not a news or talk station, many people think about your brand in terms of the music you play.  Yet, so many social media posts have nothing to do with music!  So, I really liked this piece that CBS’s CHR in New York posted.  It seems like it may be a regular feature they do at their website, about new albums they recommend.

What’s good about this is that it directly relates to the music you hear on 92.3 Now FM.  In addition, for those fans who sought out the brand on Facebook, it gives them more access to information about the music they’re passionate about.  The article is posted on the 92.3 website, letting them collect the web hits.  Plus, it’s just a smart bit of content, with a little commentary and a video sample of each album they recommend.

Furthermore, there’s room for reader comments.   So there’s that engagement thing I keep pushing.

This is the sort of content that many radio brands struggle to create.  It’s just another thing to do on a to-do list that’s long, but getting longer.  However, you see how this can help you across all your delivery platforms; this is the sort of thing you could mention on the air, too.  It ties directly to the brand and is the sort of thing that our biggest fans expect from us.

Project 9-6-1

Aly is the midday personality at Clear Channel’s active rock station in Atlanta, and here’s an excellent Facebook post for a number of reasons.  It’s a link to hear the new Foo Fighters album online a week before it’s officially released.

First of all, it’s another brand-music-related post, offering a real advantage to those social media fans who are looking for extra access and special stuff related to what you do on the air.

Secondly, there’s the chance for engagement.  There’s a kinda-cool-but-not-really-clear way of leaving a comment on the music tracks themselves; or, you could just respond to Aly’s Facebook posting.

And, as with the today’s other examples, the music is loaded at the station’s website, allowing it to take credit for all the hits.

Finally, note how Aly identifies herself in the post.  Too many jocks start their social media posts with themselves and too many words … “Hi, it’s Bob Bigvoice, hope you’re enjoying your Wednesday afternoon!”  Aly just signs her post, “~Aly.”  Classy and effective.

One issue that can cut down on listener satisfaction is that the link to Aly’s blog doesn’t go directly to the Foo Fighters album.  Unfortunately, a lot of stations are in this position with certain web pages.  The link goes to the top of Aly’s blog page; because she continues to post other content, you have to scroll down to find the new Foo.  When listeners have to scroll, you lose a certain number of people who aren’t interested enough to go hunting for what you posted.

One final point about all three of these examples:  there’s no reason you only have to post ONCE about music features like these.

Let’s continue this about how you can help YOUR radio brand …….

Chris Miller

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