The All Access folks posted an example of engagement-opportunity-gone-awry on their Facebook page yesterday. Click here to see an example of a pretty callous post by a radio brand following Whitney Houston’s death, and the ensuing discussion.
Much of the discussion … indeed, almost any opportunity to compare traditional radio broadcasting to digital media … ends up being a litany of how “we suck” or “they suck” or assumptions about how to use digital media.
The first two responses are a waste of time. Our fans, if they enjoy our brand, want to listen to our broadcasts, visit our websites to learn more, and engage with us on Facebook. They are not hung up on the delivery method as we radio people are.
However, much of what radio people believe about digital media is flat-out wrong. You hear radio people feel that any content on any topic, so long as it’s “compelling,” belongs on our sites. Plus, there’s the mistaken belief that fans who “like” us on Facebook are just looking to engage with us as they would any other friend. These are assumptions that are potentially dangerous in their cluelessness.
Over the last year, I’ve posted some practical tips on how to communicate online. By communicate, I mean talk to your fans in a way they will read and understand, and hopefully act on. If you can write correctly for Facebook and your website … you can then start to measure your success.
You can’t talk to people in social media like jocks talk on the radio. The environment is completely different; you have to adjust your style, but still sound like your brand. Click here to read How to Talk in Social Media, which shows that short, punchy posts on Facebook … especially with a pic, link or video attached … will get read, while a long, rambling post won’t.
No one reads online; they scan. This is true whether people are accessing your website or your social media or your emails. This is true whether people are looking at your stuff on a huge computer monitor, or a small phone screen.
Click here to read Write To Get Read and Move Your Fans. You’ll find a good, practical list of do’s and don’t that you can follow to raise your fans’ satisfaction level with what you write for the web.
Finally, here’s a list of key things to keep in mind every time you post on your brand’s Facebook page or Twitter feed. Click here to read Proven Tips to Write for Social Media. I hope this will serve as a reminder that you’re not talking on the radio, but you are communicating about your brand, and that there are things you can learn and do that will increase the chances that your fans will truly engage with you!