Radio Facebook Fails

When radio brands use Facebook right, they’re talking to their biggest fans.  They clue them into the special stuff that’s about to happen, and make it easy for those fans to engage and enjoy their brand more than ever before.

However … not everyone got that memo!  Here are some examples of radio Facebooking (which happen a lot, by the way) that aren’t helping anyone.  However, I’ll spray paint over any identifying info; I’m here to upgrade your digital world, not to hate on anyone!

WTF?

Your fans expect that what you post in social media is going to have something to do with your brand.  However, you see a lot of mysterious posts like this that are there for … well, who knows?

For all I know, this was a morning show topic on this station, and they posted this to get more responses.  If that’s the case, say so!  Regardless of the topic, using your social media to see if you can get some buzz going on a particular subject is a good idea.  However, you need to make that clear to your fans.  You also can’t assume that your Facebook fans know that you’re doing something on the air.  Most of them are not listening at the time.

If this doesn’t have any link to the brand, it’s a total waste of time.

DUDE, YOUR MIC’S NOT OPEN

This would be a rather hackneyed thing to say on the radio.  And if I were looking for something positive to say, I suppose you could give these guys credit for being enthusiastic.

However, any Facebook post that starts with any variation on “Hey, Facebook Friends,” automatically blows off a certain amount of listeners because people will not read something that doesn’t grab their attention, and a cliche’ like that is not a way to grab attention.  Also, “don’t touch that dial?”  The 1960s are calling and they want their phrase back.

Here’s what you could have posted instead:

  • Presents?  Like what?  This helps me determine whether it’s worth giving up 35 minutes of my day to keep an ear on whatever you’re doing.
  • 35 minutes?  Facebook is for big fans … how about a more exact time for us V.I.P.s?
  • 35 minutes?  From when?  Did I miss it already?
  • Don’t talk in capital letters.
  • How about a link so I can listen online?

SIMPLIFY FOR POWER

There’s the urge we get sometimes to make sure we get all the info necessary into a Facebook post.  Unfortunately, the longer a post is … the less likely it is to get read or acted upon.  Here’s an example of one that just got too wordy and complicated for its own good.

Your post is there to entice certain behavior, not to relate every single word that a client might want posted.  “You can bid on real Rays game-day equipment and autographed memorabilia!” is really all you have to say here to get people to click the link.  The more you say, the less likely it is people will click the link.  Posting all those extra web addresses (which aren’t active links) only makes this more confusing and less powerful.

Keep it simple.  Even on Facebook.

YOU AREN’T YOUTUBE

It’s easy to get sucked in by cute or funny videos, and want to share them.  So, share them with your real friends, not your brand followers.

No one who sees this will remember, “Oh, yeah, it was one of those radio stations I listen to who tipped me off to this!”

So bring people into your brand with something about yourself that is both unique (to you) and mass appeal!  Then, log on to your personal Facebook page and share a funny video there.

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