Here’s a simple social media plan in case you don’t have one. Also, we’ll edit some radio Facebook posts to show you how simple it is to do it right, and we’ll offer a couple of ideas to help retain your listeners.
REMEMBER YOUR TARGET
Before you post anything in your brand’s social media feed, think about your target and how they’ll react to it. Is it something they’ll appreciate? Is it something they’ll associate with you? They may be your heaviest users, but that doesn’t mean they think of you as a friend.
QUALITY, NOT QUANTITY
At a lot of radio stations, DJs are responsible for creating the social media posts. Many of them are under the gun to post multiple times per shift. It would be much more powerful if we left the decision up to one person at each brand, and scheduled those posts throughout the day.
Only post the best, most brand-appropriate content. Furthermore, because you’re lucky if a third of your followers see any given post, there are things you’ll want to post multiple times over, say, a week’s time. The power in social media is not you taking over your followers’ news feeds. It’s in the strength, entertainment and helpfulness of what you choose to post.
MONITOR & MEASURE
You’ll never know what’s working for you and what’s not if you don’t keep an eye on what sort of results you’re getting. Some simple things to look at and track:
- How many likes each post gets
- How many responses each post gets
- How many times each post gets shared
- Who your regular responders are
Then, also look at:
- What works to get people to your website?
- What works to get people to listen to your stream?
- What works to get people to listen to your broadcast?
- What works to get people to sign up for your email newsletters?
- What works to get people out to your street team events?
Identities have been spray-painted out to protect the sloppy!
SHARPEN THAT PENCIL
So, this Facebook post (L) is almost the length of what the content for a radio station blog post or webpage should be. When your mobile device squeezes this length of a post into its small screen, you end up scrolling, scrolling, scrolling down, and most likely you don’t stop to read it all.
Luke Bryan may be twice the age of most teenagers, but they’ve still nominated him for a Teen Choice Award!
…is all the text you need … and then link to the webpage where you’re giving them more content.
By the way, when I see things like “(Cut 3),” I think someone cut and pasted this without reading it. I know you’re busy, but … come on!! Have a little respect for the people you’re talking to!
NO NEED TO REPEAT YOURSELF
Here’s why you see what your link will look like before you start writing about it. It’s self-evident why this (R) just looks repetitive and dumb. Come up with something else to say to help motivate your fans to click your link.
One other way to insure that your posts get read: once you post a link and Facebook “picks it up” so that you can see it below your text, delete the link address so your post is cleaner.
DON’T BE THE LAST TO GO VIRAL
I find it’s very important to post content on social media that your fans think fits somehow with your brand and what they love about you. Still, many times, radio stations post a video or photo or story that’s going viral that doesn’t have anything to do with who they are or what they do.
If it’s really a hot, viral piece of content, it probably won’t do any damage. However, what if you jump on it weeks or months or even YEARS after it’s faded from the scene? A west-coast radio station posted a story (L) that’s been circulating around the internet for about fifteen years, and checking with Snopes.com would have shown that it’s an urban legend.
Is your need to be entertaining is so desperate that you need to post stuff that’s not true?
Finally, even if this were a true story, it’s got nothing to do with the radio station that posted it. If the morning show were talking about it and soliciting feedback, that’s one thing. You would explain that. But just to post the story? No one is going to associate this with your brand.
After getting a bunch of reaction on this article I wrote for Radio Ink about what radio looks like through a digital guy’s eyes, I came up with three ideas for helping radio win the Battle for the Moment of Tune-In. We know that we lose a certain percentage of listeners when commercials come on; when someone tunes in and hears commercials, there’s no telling how much more listening we lose.
So the ideas I mentioned in “3 Ideas to Retain More Listeners” were to use streaming technology to cover stopsets in the first, say, 20 or 25 minutes of programming, which means you could promise x-number of minutes of continuous whatever-it-is-you-do when someone logs on to your stream. Also, I suggested using targeting technology to make smart stopsets, playing customized spot breaks with commercials that I’m more likely to be interested in based on my interactive behavior in the past. And finally, if there’s a 15% chance of hearing commercials at the moment I tune in, what if we worked to make our stations 20-30% better to counteract that?