Here’s your new weekly newsletter from me. Below you’ll learn about keeping your social media on target with your fans’ expectations; the growth property you may just be sitting on; and examples of how to sell to your fans without selling, from Home Depot.
SOCIAL MANAGEMENT TIP: DOES IT FIT?
Where you work, are there a lot of different people posting on social media? For those who are responsible for posting … or for the quality of those digital efforts … here are a couple of tips to keep your content fan-oriented:
HELP THEM USE YOU MORE
Social media fans follow brands to get special deals and insider information. For broadcast media fans, this means knowing first when special stuff is going to happen, or how they can use you in ways they may not have thought of. Keep them clued into the special stuff you do and give them extra advantages to listen and win stuff. Finally, treat them as respected partners, not people to be promoted to.
GREAT BRAND-ORIENTED CONTENT
Think about what makes you both unique and mass-appeal. It’s a pretty short list of stuff, huh? That’s what you can post deep, focused content about on your website, and give your fans links to from Facebook. If you have a lot of disc jockeys (or others) posting social media content, you may need to keep them reined in on the sort of Facebook posts they create. If you are an air personality or promotion person and you haven’t gotten good direction on what to post, your fans don’t expect you to post everything … they expect you to stick to a narrow field, finding the good stuff for them.
RESPECT THEIR SCHEDULE
If you’re posting more than a half-dozen times a day, you’re probably posting too often. You can cut back and hit them with the absolute best stuff instead of spreading yourself too thin. Furthermore, social media is a great way to talk with fans who aren’t listening at the moment. Don’t expect them to be able to turn on the radio instantly, however. Give them a half-hour or hour’s notice on what you’re doing, and tell them exactly when they can enjoy your special stuff.
GOOD EXAMPLE OF THE WEEK: HOME DEPOT
Some radio stations are especially good at promoting usage. Instead of just talking about themselves to their fans, they give them ideas for when they might listen, and how it would fit into their lives. Some adult contemporary stations, that depend on a lot of at-work listening, are especially good at this.
You can use your digital tools to do this, too. If you follow The Home Depot on Facebook, you’ll see they spend almost no time talking about what they have for sale. Here are some examples:
Using social media, they’re talking with their fans about problems they could help solve. Coming in and buying tools or paint or topsoil ends up being a welcome solution to a problem, instead of an unwelcome expense.
Your listening fans like what you do … but they do so because of what it makes them think or feel. I’ll bet you can suggest times that your social media followers could listen to you, and that you can do so in a way that sounds like you’re helping them instead of promoting yourself.
BEST OPPORTUNITY FOR MORE LISTENING
It’s your stream. That’s the growth property you’re sitting on.
John Paul of Dial-Global recently talked on his blog about all the ancient radios that people are listening on! He argues that radio needs to be more than a music machine, which I would agree with. I also believe strongly that we need to do more to help our fans fully embrace the ways they can enjoy us.
If you watch the way the numbers are going, you know that someday … pretty soon … there will be more people listening to our streams than our broadcasts. You and I both know that, today, broadcast listening is more valuable to us than stream listening is. Sure as shooting, as the numbers move inexorably towards the digital side, that’s going to change. Do you want to be leading the wave, or playing catch-up?
- Don’t make a big deal out of any one platform on the air. Instead, promote, “You can listen to us on your radio, your computer, or on your phone with the new Rock 100 mobile app (or whatever you got).” You’re one brand, available in multiple ways. Having a mobile app or a stream is no longer cool, it’s a useful tool.
- At your website, when I click your “Listen Live” link, a speaker damn well better open up without my having to go to other pages first.
- Look at and think about the features that are available in your streaming screen or your mobile app. If you’ve got stuff that would highlight your fans’ experience … promote it!
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