If you’re in broadcasting, you’ve got numbers you’re trying to hit. There’s the total number of your viewers or listeners … and how often those people come back to enjoy you. There’s your website … how many people show up, how often they come back, and how many pages they view.
We can drill down deeper than that; we can think about how many people show up at events and promotional appearances. How many people respond to a client’s commercial? People have tried to hold us responsible for that, too. How many people open the emails we send them? How many people follow us on Twitter or “Like” us on Facebook?
Ultimately, we’re judged by numbers. We set goals; we track progress; we’re held accountable for our performance.
So do you know what I don’t understand? Here we have all these new digital tools over the last few years. Most of these are way more trackable than broadcast ratings. We can tell exactly how many people log on to our websites, and often where they go on our site once they’re there. We can know how many people open our emails, and can see what they click on. We can know how many people choose to follow us on social media sites, and then look at our web stats and see how many people log on directly from those sites!
Yet … here we have these spiffy new platforms and ways to count who’s there, and we seldom use them to really build our brands. Back in the 20th century, we had a transmitter signal, and that was pretty much it. Sometimes, we had events or appearances or other on-site activities; we’d use our on-air signal to get people to the on-site event, and if we were smart, we’d do something on-site to get people to listen to the radio station again.
We can do that digitally, too.
What I recommend is: getting people who are enjoying one of your platforms to sample your other platforms. You can use your broadcast to get people to check out your website or sign up for email or texting. You can use your website to direct people to Facebook or Twitter, or back to your broadcast. You can use your social media to send people to other parts of your brand, too. However, you almost never see any broadcasters use Facebook to get people to sign up for database emails or the station’s outbound texts.
No matter how your performance is being judged, you’ve got numbers to hit. Listeners and viewers think of our websites and Facebook pages as just another part of brands. Yet, we still think of our digital sides as separate from us, and almost like they’re “other things” besides us.
What if we really used them in an accountable way? What could you accomplish?