The bad news is that, even if you’re Facebooking and Tweeting and maybe even YouTubing and GooglePlussing and Pinteresting, you might not be doing much to help your brand.
The good news? Tapping into what you already know, you can help fix this situation.
I came across a solid article recently on what often goes wrong with branded social media. Click here to read Why Your Social Media Marketing Campaign Can Fail Right from the Start. I thought this was especially timely, because I’ve run into a number of radio folks who have gotten frustrated with their Facebook efforts. They feel that constantly updating a branded Facebook page is more of a distraction than a benefit to the brand.
I get that. And, based on how I see most people approaching social media, I’m not surprised.
The goal ought not to be to update Facebook or Twitter x-number of times per day. The goal ought to be making the best and most-loved parts of your brand available through all your different platforms.
This article I mentioned above gives four tips to make sure you’re giving your social media every chance to succeed:
- Use multiple formats.
- Enlist power users.
- Make it fun.
- Try to make it real.
#1 — MULTIPLE FORMATS
If you read the article, this point addresses the question of which social networks you should be on.
However, radio is in a different situation from other product categories. We already have multiple platforms, starting with our broadcast. The social networks it makes sense for us to maximize are Facebook … and perhaps Twitter … because that’s where the most people are. Radio is still, in large part, a problem you have to solve by getting the largest number of people involved with your product who will care and be passionate about it. UPDATE, 3/21/12: For female skewing stations, it would not be a bad idea to also be on Pinterest. Not crucial … but not automatically a waste of time.
Facebook is the social medium that the large number of people are a) on and b) come back and visit regularly. Twitter is great for bursts of info that you don’t care for people to act on … which might be good if you’re a news station or a sports station.
Then, you want to put the most valuable content across your platforms … broadcast, website, social media, and maybe database emails and texting, too.
#2 — ENLIST POWER USERS
The people who follow you on Facebook and visit your website are not the people just discovering you. They’re not the people who really much prefer other media brands to your own. They’re your biggest fans! So, Facebook is where you want to be totally transparent and engaging with them. They want to engage with you about your brand. Figure out how to constantly update them about what you are doing … in a way that makes it valuable to have “Liked” you on Facebook.
Furthermore, your really super-passionate fans can spread your posts to their friends. That takes more communications skill than most radio folks have … but keep it in your mind as a long-term goal.
#3 — MAKE IT FUN
Radio has a real advantage here, because compared to other businesses … we are fun. Or, we should be. The article I mentioned says about this point: A light touch is bound to go further than a heavy one. So often, we tend to write in “DJ-ese” or “promo cliches.” Remember that your style online can be simple, brief, straightforward and disarmingly honest. That attitude will go a long way towards making your super-fans feel you are talking with them, not at them.
#4 — TRY TO MAKE IT REAL
When people “Like” branded Facebook pages, they’re looking for special deals, for insider access, and to show their support for the brand. When they do the same with radio brands on Facebook, they want help hearing special stuff, winning special stuff, knowing what you’re going to be doing, and … showing support for your brand.
Keeping it real will go a long way to overcome some of the barriers people feel to trusting and loving us. Tell your fans exactly when special things are going to happen. Got a big contest or a hot new song coming up? Give them the exact time to listen, instead of “sometime this hour.” Apply that attitude to all your communication with them.
How would you like for your fans to show support for your brand? Listen more. Interact more. Share your updates with others. Am I right? Remember to be straightforward and ask for support from time to time. Don’t beg, don’t be overdramatic … be real.