The main way we communicate with people online is to write. Even with audio and video and photos at our disposal, communicating on your website, in social media, in texting or in email is about WRITING.
We write the way we wrote in the 20th century.
People read online in a 21st-century manner.
It’s like everyone’s got situational online Attention Deficit Hyperactivity Disorder. Almost no one really reads. Everyone scans.
You can write all you want about whatever you want, so long as you understand that almost no one is reading what you write word for word. Like now … you’re probably just scanning this.
IT’S WORSE IN SOCIAL MEDIA
Here’s what happens when you post on your brand’s Facebook page, or send a branded Tweet. It’s like trying to communicate with someone in a crowded bar. Your fans don’t see your post on your brand page; they see it on their news feed. Your post is there in among their friends’ posts and links and pics and videos.
You know in your heart of hearts that no one is scrolling down their Facebook page, patiently and thoroughly reading each post. They jump around, paying attention to what draws their attention, seldom reading every word. Those of you who regularly read this blog probably know where I’m going with this. You want to write posts that are as brief and punchy and powerful as possible. Ideally, you want to use some of those links and pics that help attract attention, and that Facebook gives extra visibility to. Finally … and most importantly … you want to make sure you live up to the brand expectations your fans have.
RADIO WRITES LIKE PEOPLE ARE LISTENING
However, all over the radio industry in the USA, air talent are posting on Facebook brand pages with little or no guidance … except the charge to post plenty often.
Having a wealth of experience in radio/web posts, I would much rather have the ‘steak’ than the ‘sizzle’ -but for many, it is more about quota than anything else.
On that subject of personalities being set a quota of Facebook posts to make, Josh says,
For a lot of them, it really is not what they put on the site, just the fact that they did. Personalities are assigned POSTS today like PRODUCTION a decade or two ago.
Josh really targets the missing link in radio brand Facebooking. There are other products that are doing a great job in social media, keeping their posts truly brand-oriented, sometimes “speaking” in a particular brand voice that their fans have grown to expect and enjoy. Starbucks, Target, Buffalo Wild Wings and Trojan Brand Condoms are on that list. Our TV and print brethren are very focused on posting within their brand parameters, and bringing people back to their media product (newspapers or broadcasts) as well as their websites.
Good ol’ radio, however … jocks are allowed to post, “Chris here, how’s your weekend going?” or post a viral YouTube video that has nothing to do with the brand … and that many of us have seen already.
HERE’S THE FIX
Jocks, if you want to be better than 99% of the other personalities posting on Facebook, check out the five simple rules in No More Wasted Facebook Posts.
Managers, you could share this with your air talent and start insisting on brand-building social media that brings people back to your broadcast and website. You could also pay me to help you with this, but … hey, start by reading that piece and raising your standards! You’ll be posting stuff more like what your fans are hoping you’ll post!