Hold Your Social Media Accountable

So…..how’s that social media really working out for your brand, huh?

The numbers that we radio folks usually look at to measure our social media … Facebook “likes” or Twittter followers … well, I’m sorry to say that those are just about meaningless when it comes to judging how we’re really bonding and engaging with our fans.

You probably know how to judge your ratings and revenue.  You may even have a handle on your web hits.  If you bought advertising for your brand, you’d pay attention to how it worked out for you.  We’re media pros; let’s start holding social media accountable for results, too.

Here’s how.

START WITH THE TARGET

Who’s your target?  “Everyone” is not the answer.  Start with some gender and age specifications that you can ultimately track with your audience ratings.  You might target Women 18-34 or Adults 35-49 or some other group.

If you can describe these people even further, to really bring them to life for everyone around the station, so much the better.  You may feel you’re being too specific with your targeting … but this is more likely to help you attract the people you want to:  Our target is a working mom in a service job, with two young kids and a husband in a blue-collar job, who live in a suburban neighborhood, shop at Target and Kroger, and go out to eat at the Olive Garden.

WHAT DO YOU WANT TO GET DONE?

Your social media plans should fit with your overall business goals.  What are you trying to do … get more listeners, overall?  Get your fans to spend more time with you?  Make sure you sell tickets to a huge annual event you do?  Build stronger bonds with people who listen now?  Recycle audience to a new morning show?  Get more page views at your website?  Do a better job of customer service? If you focus your social media goals, and communicate them internally, you will be miles ahead of almost all the other radio brands in your market.

WHAT DO THEY LIKE ABOUT YOUR BRAND?

What good are you to people?  What unique, mass appeal benefit do you offer?  Keep focused on what your fans know and love about you when you post.

WHAT SORT OF COMMUNITY ARE YOU BUILDING?

When you post on Facebook, Twitter or Pinterest, and people can answer you or ask questions, you’re creating a community.  What do you want the tone to be?  Who is going to make sure questions and comments are answered?  When there’s something big announced on the air or on the website, who’s going to communicate it in social media, and how?

These questions are why it’s not enough for the whole jock staff to be posting on behalf of the brand on Facebook.  There’s little coordination on the big questions, and no one’s paying attention when a listener actually says something that deserves a response!

HOW WILL YOU KNOW IT’S WORKING?

Your number of likes or followers just doesn’t tell you anything.  You have to dig into your web stats a bit, but doing so will make you that much smarter.  Sure, you can check what Facebook tells you about engagement … how many fans are talking about you, and so forth.  That may not have much to do with your business goals.

Watch your web stats, and keep an eye on how you do on moving people from Facebook to your website.  See if you can up the number of email subscribers from your social media.  Try some “stealth contests” that your fans learn about from Facebook, but that forces them to them to listen to your station.  You might also be able to increase your streaming stats from with the intelligent, persistent use of your social media.

Many businesses started a Facebook page or a Twitter feed because it was the thing to do.  The smart ones have moved beyond that, to help incrementally improve their business with social media.  Where else are you going to get increases for a price like this?

What do you think?  Feel free to comment below, or on the Chris Miller Digital Facebook page.

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