Ordinary Posts Turned Extraordinary

Yesterday, we reviewed the basics of how to turn your web content and Facebooking into brand-building digital efforts … things you do to actually enhance your brand and how people use it.

Today, we’ll take a few real radio brand Facebook posts, and change them from ordinary into extraordinary posts.  What makes them extraordinary?  You won’t see anything especially flashy or creative.  Instead, we’ll change them so they …

  • better fit either the brand they’re supporting … or,
  • better fit how people really use the web.

A MUSIC POST … TURNED EXTRAORDINARY

A new classic hits station in a major Southern city posted this:

Today in Music History –

In 1987, Madonna performed for the first time in Japan at a concert in Tokyo.Thirty-five-thousand fans paid the equivalent of $45 to $60 each, but scalpers were asking as much as $900 for a ticket. Madonna was the best-selling foreign rock star in Japan in 1986.

Then, they added a pic of Madonna that they uploaded to Facebook.  So what you found was a five-line post with a still photo that took you nowhere.  How to turn this extraordinary?  Give your fans something to enjoy that deepens their experience of your radio brand.

You might shorten the post to …

On this day in 1987, Madonna was such a huge star in Japan that scalpers in Tokyo got up to $900 for a ticket to her first show there!  Enjoy this video from that show.  <link to video>

Here’s the video, which I found by doing a quick Google search.  You could post that video on a blog page so that when people come to watch it, you get the credit for the clicks instead of YouTube.

Or, you could put up a poll asking which of Madonna’s big ’87 hits was their favorite.  Or, you could steer them to a Madonna three-fer you were playing at noon, creating a listening appointment to boost the time people listen to your station.  More web hits … or more listening … or happier, more engaged listeners … you’d take one or all of those, right?

A CONTEST POST … TURNED EXTRAORDINARY

A northeastern rock station was dealing with this one:

Enter the National Perks Prize-a-thon from New England Perks! You have to like @NewEnglandPerks to enter. You can claim $10 in Perk bucks just for entering! Tell your friends and increase your odds of winning. You have to like the page AND enter the contest to be eligible. Enter now and be in the running for today’s prize, which is a pair of Southwest Airlines vouchers. Good Luck! http://bit.ly/iuilYPPERKS Prize-A-Thon!

Then, the text in the link that showed up under the post didn’t help.

Facebook is a social utility that connects people with friends and others who work, study and live around them. People use Facebook to keep up with friends, upload an unlimited number of photos, post links and videos, and learn more about the people they meet.

First of all, this is why you don’t let people post for your brand who don’t understand social media.  Here’s what we have to fix about this:

  1. It’s too long.  People scan the web, and are scared off by a long, unfocused Facebook post.
  2. It’s written in radio jive instead of real people’s English.
  3. It doesn’t make sense and I have no idea what a Perk Buck is.
  4. Good God, it’s complicated!
  5. It’s all about how and not about why, until they finally mention Southwest Airlines.  But … what do I get with a voucher?
  6. The text about Facebook in the link just confuses things even more!
So, what do you do?  Well, what’s the hook?  Here, we assume that the page you’re linking to has all the information.  So, you need a clean, benefit-oriented post, instead, like:
Check this out … today, you might win free trips on Southwest Airlines!  <link to contest>
If any client or promotional partner wants you to put tons of info in your Facebook posts, tell them no.  If you need to, I’ll write you an excuse note!  Be the brand that treats your fans with respect.  Online, people respond far better to posts that are low in hype and high in benefits.  Keep that in mind.
AN INFORMATION POST … TURNED EXTRAORDINARY

A large Midwestern news/talk station posted this, working to build some engagement online:

Read the article then comment below – http://www.theblaze.com/stories/fraudulent-dead-baby-sham-story-lands-women-in-jail/Fraudulent Dead Baby Sham Story Lands Women in Jail

Well, this is nice and short.  I’ll give them that.

When you post a link on Facebook, it’s good to add something written from your brand perspective.  “Read the article and comment below” doesn’t really cut it.  You could say …

They were collecting funeral donations for a kid who wasn’t dead!

With a statement like that, you’re more likely to get responses.  Why?  Simple emotion is part of it.  People respond to honest emotion.

Also, here’s a dirty little secret of the web … very few people actually click those links.  Even among the people who will comment on what you post!   So, what they respond to is purely what you say in your brand voice on Facebook … they’re not going to read the link.  If all you do is tell them to click the link and they don’t … interaction is over!

Furthermore, if you’re a news/talk station, I hope you are sending people to your OWN site instead of someone else’s!  You need to be a destination for information.  Don’t get sloppy with your social media.  Instead, BUILD YOUR BRAND by directing people back to your site.  Yeah, most people won’t click the link.  But they’ll see your web address with the link.  And, over time, you will help reinforce what you’re doing on your own air, sending people to your website.

You are using your broadcast content to help send people to your website … aren’t you?

Chris Miller

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One comment

  1. Michael Girard

    Another excellent post. I think the examples you’ve chosen speak to the impulse to be on social media without thinking about why they are on social media. Taking the time to do a little research into social media best practices doesn’t have to be time consuming (of course the more you do the better your efforts will be).
    Very quickly one will start identifying the fundamentals: determining what your voice is, how people interact with social media material, how quickly it is consumed, etc.

    Once you get a sense of the basics you can look at these posts again and realize that they strongly indicate that whoever is responsible for them is juggling other marketing and publicity responsibilities and most likely has been told to do this without being give the proper support from the company to carry it out.

    A great cautionary tale in this post Chris.

    Michael Girard
    Community Engagement, Radian6

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