Your Fans Are “Selfish, Lazy and Ruthless”

The above quote is from Jakob Nielsen, about how people use the web.

If you work in radio, you may never have heard of Jakob Nielsen.  However, I recommend becoming acquainted with him and his UseIt.com website.  He’s spent more than a decade studying how people use the web.

Here’s what he wrote about a study on how people use social media when it comes to business brands, not real-life friends.  This piece describes, in detail, the structure and findings of this study, but let me sum them up for you.

What do they want?  Deals, and to be the first to know about what you’re doing.  However, don’t sell it too aggressively, or you’ll turn them off.

Most people who sign up for your social media follow a link from your website or an email from you.  They are already big fans … they are not just discovering you on Facebook or Twitter.

Most social media posts are thought of as not very usable.  That’s bad, even though they may like your brand a lot.  To make your posts most usable, post things of substance … that are timely … and directly part of your brand.

Use a casual style to talk about business, but your messages should be about business … you are not a friend.

Posting too frequently is a major turn-off.  How often you should post is determined, largely, by how timely the info you’re posting is.  Crowd out their friends, and they will cut you dead.

There’s no shelf life in social media.  Once your message drops off the front page of their news feed, you’re gone.  If they can’t scroll down to find it, they won’t find it.

Got something you want them to keep?  Email it to them.  What you show them on Facebook and other social media has no shelf-life.

Finally, if you start a social media page/feed/stream/whatever and don’t keep it up regularly, you get really bad marks for inaction.

So …… a lot of this is more “what not to do” than “what to do.”  However, almost all of this is stuff I’ve urged you to think about already.  Tomorrow, we’ll have some good examples of social media that hits on all three words in red, several lines above: posts that have substance, are timely, and have to do with the radio brand that posted ’em.

In the meantime, if you want to talk about this and how it relates to your brand, click my name to the right, below …

Chris Miller

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One comment

  1. radiosocialmedia

    One more thought … “Deals,” when it comes to a radio brand, would mean more than money. It could be special web-only or Facebook-only ticket or prize giveaways. It could be a chance to hear and download new music first, even if there’s a cost for downloading. It might be a special phone number or twitter address … where they could get questions answered or opinions heard and acknowledged as soon as possible.

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