It’s been a year this month that I’ve been focusing on helping media brands like radio stations use their digital tools in brand-building ways. So, I’ll share with you the ten most-read and most-shared articles I’ve written over that time.
A QUICK CONNECTION WITH EMOTION
Looking back at “What Radio Brands Can Learn From … Oreos,” I’m struck by the beauty and simplicity of their Facebook posts. They post very little about their ingredients or packaging. Instead, much of what you see on Facebook about Oreos is geared towards the emotional response in the eater. Cookies are happy things that cheer up your mouth and your mood when you eat them. Scroll through these examples of their Facebook posts, and see how emotion-oriented and user-oriented they are.
Also, I’m still pleased to see how simple and readable they are. Compare them to all the multiple-sentence posts from so many broadcasters. Aren’t these more attractive and more fun to read?
TV IS SHOWING RADIO THE WAY
TV stations have such a headstart on radio when it comes to social media. It’s not that radio’s not trying; local radio stations are putting a lot of energy into what is usually a scatter-shot, unmemorable effort. That’s what I pointed out in “What TV Understands Better Than Radio.”
Local TV affiliates often have news as a prime local benefit to offer viewers, and they put a lot of social media weight behind it.
Network and cable operations have been putting focus into the “second screen” experience, which allows viewers to engage on their phone or laptop or tablet while watching television.
Meanwhile … radio stations continue posting content on social media that may have to do with their brand, but often doesn’t. Unfortunately, we’ve lost the brand-building aspect of having a Facebook page when we do that.
WHY IT MATTERS WHAT YOU POST
Your fans have a memory … or, hopefully, lots of positive memories … of enjoying what you have to offer. The stuff you do well every day is what they really love about you.
This piece, “Brewing Your Brand’s Social Success,” really was driven by my experience with my favorite neighborhood coffee place, near where I used to live in Atlanta. I followed them on Facebook hoping to get closer to what I loved about them. Unfortunately, their needs went in a different direction … and they used their social media to try and get new customers for a shaky new aspect of their business, rather than beefing up their core.
In short, it didn’t do squat for their brand.
Lots of radio stations are in a similar situation, posting content that is, at best, marginally related to what people love about them.