What Radio Brands Can Learn From … Lysol

Yesterday, in our Sunday news recap, we showed you a story about ways to turn your fans into ambassadors.  I encouraged you to check out the last suggestion, which is to take your Facebook fans “up a lifestyle level.”

What they mean by that is to find the universal appeal in your product, so you’re not just talking with people who know and love … in detail … what you do.  If you have a reasonably successful radio station, you probably have a number of P1s, or people who listen to your station more than any other station.  As great as that sounds, that doesn’t mean they listen as much as they could, or that they know a lot about your station.

Sit through a series of focus groups for your radio brand, or just hang out at a sales appearance your promotion folks are hosting, and you’ll see … there are plenty of listeners who like your brand who are clueless about most of what you’re doing.  That’s OK; they get to enjoy whatever they want to about you.  There must be something about how you make them feel or how you change their mood that’s working for them.

So, how do you do social media for people who care about what you do for them, but don’t really care one way or another about your brand?  That’s where the idea of taking your fans “up a lifestyle level” comes into play.

Lysol and its line of cleaning products has a Facebook page with … get this … more than 480 thousand fans.  Surely there aren’t that many people who care deeply about cleaning products!  Well, you would be right if you thought that.  Lysol’s Facebook page is all about having a clean house and keeping things germ-free, and tips and thoughts on how to do so.   They’ve taken it up a lifestyle level.  Here are some sample posts (click anywhere on the samples to see Lysol’s Facebook page):

How would a radio station take advantage of this?  Well, think about what we get used for.

Adult Contemporary stations’ fans generally have a low level of passion about the music on their favorite radio brand, but you could focus your Facebook page on being a place to come to know how to relax and recharge … or, be a community for your market’s working moms.  Hot AC stations could also be that community for working moms.

Country stations could have content about some values important to Country fans, like being aware of local folks in the military, and how they and their families are doing.  Or, reflecting the stories you hear in Country songs, you could be all about people’s real stories and how they’ve faced life’s challenges.  You could even go to the intersection of Oprah and Country, about working moms learning to live their best lives.

Classic Hits and Classic Rock stations could be all about fun.  What’s fun about the music?  What’s fun to do in town?  How do you fit some fun into your busy life?

Both pop-based and rhythmic-based CHR could be about pop culture and music … especially as far as how it ties to your market.

No matter what the format is … your listeners and fans have a deep-seated need rocking right below the details of what you do for them on the air and online.  That need is based in emotions or values … or both.

A key thought here is that you don’t just do it.  You have to say you’re doing it.  For example, the front page of Lysol’s website talks about their “Mission for Health.”  If you’re going to post content that’s not directly about your brand, you will have to draw the lines for people, showing them how it does relate to your brand.

So don’t just jump in and start posting a whole new bunch of content that’s not directly related to your brand.  Think about this, and roll it out properly.  Use your own air and your website to explain what you’re doing with social media, if you start doing something special like this.

This might make your radio brand that much more relatable and three-dimensional to your fans … and might “clean up” your image on social media!

Chris Miller

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