It’s been a while since I posted some examples of radio brands using their Facebook page to engage their fans to listen to the radio station or visit the website. That’s what I mean by brand-building social media.
You’re going to spend x-amount of time working on your brand’s digital assets. You can make it work for you and your listeners, or you can scatter your energies. Your choice.
Here are three stations that did it right yesterday (Monday 9/12/11):
NEWS/TALK IN NEW YORK
77 WABC in New York has one of the best news/talk format Facebook pages. They actually regularly include their syndicated hosts in the content they post on their Facebook page, which is a real rarity among news/talk stations. Here’s an example: Even though this is a post that’s longer and wordier than I usually recommend, it’s a polarizing quote from Rush Limbaugh, which is certain to get the attention of both his fans and his detractors … both of whom make up his audience. Instead of typical liner card language to sell it, they used Rush’s own words to get attention. Then, they included the link to listen online. This post probably moved people to do one of two things: turn on the radio, or listen to the stream. Win.
COUNTRY IN PORTLAND
The bigger the country fan, the more likely they are to really know and care about the format’s core artists. Amy Faust, of the Mike & Amy Show on 99.5 The Wolf in Portland, Oregon, blogs regularly about what’s going on with country artists. Thus, this post yesterday from The Wolf: Reba coming back to a TV show of her own would definitely be of interest to The Wolf’s target audience, so this was a smart use of their Facebook page. There’s a head-to-head country battle going on in Portland, and instead of just frittering away their social media energy, The Wolf used it to build page views at their website. You can see Amy’s blog when you click here.
VARIETY HITS IN PHOENIX
Engagement with your Facebook fans doesn’t have to be difficult. Here’s an example of 98.7 The Peak in Phoenix using a simple Facebook poll on their page to let listeners pick a song for an on-air music feature. These polls are easy to set up on Facebook. Remember to let your Facebook fans know it’s there, to increase the number of responses you get. You could also set up a poll on your website, and link to it from Facebook. However you choose to handle it, my guess is a tactic like this results in more people listening to hear a song they helped choose.
Services like Listener Driven Radio are the ultimate extension of this thinking … LDR is a well-designed tool that becomes part of your brand, allowing listener engagement with your broadcast and your website and plenty of repeat visits to both.
Sure, some Facebook fans are just looking for a little entertainment. However, the real reason people follow brands in social media is to get extra access … access to deals, access to early information, access to contests, access to … whatever is important about your brand. When you tap into that need, and get people back to your broadcast and your website (numbers you’re judged on, right?), you win.