Eye-Catching and Brand-Building

Very few radio brands’ Facebook posts are both eye-catching and brand-building.

Eye-catching means, generally, that a) it’s easy to read very quickly, and b) that often there’s some extra graphic to catch your eye.  That might be, for example, a link or a wall photo.

Brand-building means it actually focuses your image, or entices people to listen, or builds views to your website.

Radio stations make a lot of Facebook posts that are neither eye-catching nor brand-building.  We won’t deal with those right now.

Some posts are eye-catching but not really brand-building.  These would include links to videos and news stories that don’t have anything to do with the station’s brand.  These would also include some posts that are as easy to read as they are meaningless, like the ones that just say, “Hey, how’s your weekend going?”

Some posts are brand-building but not eye-catching.  Much of this has to do with wanting to say too much or use too many radio cliches on your Facebook page.  I can’t tell you how many radio Facebook posts I see that start off, “Join us this Saturday for…”  That’s become almost as facile and mind-numbing a phrase as, “[Radio Brand] has partnered with [client] to … ,” a phrase that usually ends with too many exclamation points for its own good.

I’m gonna rant about this use of words a bit here.  If what you post on Facebook has all the information about a station appearance this weekend, you are most likely posting too much information to get read and acted upon.  Instead, you could trim it way, way down to something like, “Win Britney Spears tickets when you meet us at Stumptown Chevy this Saturday from noon ’til 2.”  Then, include a link to where you have the appearance listed on your website.  Hint, hint:  you should have your appearances listed on your website.

Quick rule of thumb for Facebook:  three lines of copy, or less … preferably less.  Two is better than three.  One is better than two.

So what wins?  Here are some examples of radio brand Facebook posts that caught my eye … that work to build the brand.

This is not perfect, but it’s pretty good.  It’s one line of copy!  Gotta love that!  Plus, it’s giving a meaningful reason to listen.  Darius Rucker tickets are a valuable prize in the Country world.  Finally, with almost no copy and a photo of Darius, it’s much easier to “get” than other posts around it with tons of copy.  This comes from Entercom’s Seattle country station, 100.7 The Wolf.

What would make it better is being more specific about the time.  You don’t really know when people are reading your Facebook posts; most likely, it’s not the moment you post them.  So, “tix at 1:20p on The Wolf” would be a more effective post.

This is just a good, useful post from Cox’s 102.5 The Bone in Tampa.  It’s not the most exciting or special one … but compared to what’s out there, it’s pretty strong.  It’s easy for your eyes to fall on, and read and make sense out of.  Then, you can click the link and add to their streaming stats as you enjoy this rock station’s afternoon drive show.

I love posts like this one from Clear Channel’s Hot AC, Mix 96.9 in Phoenix.  It’s so simply stated, and it is targeted right at those folks who are signing up to follow your social media.  Those are your biggest fans we’re talking about.  This way, you get to give them something extra.  My guess is that this is something that was available to all Clear Channel stations, and it looks like there were a lot of other songs available, too … but it’s all in the targeting, packaging and execution.  Very nice.

Chris Miller

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