Plowing through the dog days of summer, here’s this week’s Chris Miller Digital newsletter, featuring:
- Why you want to talk WITH people instead of AT them in social media, and how to do that …
- How you can actually work smarter on your online content (by working less!) …
- What Chick-Fil-A can teach radio personalities (which has nothing to do with the recent controversy) …
- And some creative ideas for online personalities/content providers.
Remember, too, you can keep up with lots of digital news to make media folks smarter at the Chris Miller Digital page on Facebook.
KEEPING IT REAL. REALLY. HERE’S WHY
“When in Rome, do as the Romans do.” You talk one way to people on the air. You talk to them a totally different way if you meet them one-on-one at a station event. What should your tone be when you talk with people in social media?
First of all, the above is a hint. You talk with people on Facebook and Twitter. These are your super-duper-P1s, who not only listen to you more than any other station … they also visit your website and follow your social media. These folks are hard core for what you offer!
Here’s one way to treat them special. Talk TO them, not AT them. When you give them the feeling that they’re behind the curtain with you instead of sitting out front with everyone else, they feel special.
Part of keeping it real is not manipulating them. When you post in social media, you should have a purpose. That might be showing them some content, or perhaps giving them information about how to enjoy your station. Whatever it is, let your internal BS detector be your guide. It’s great to ask them questions, but do so to really be entertaining or interesting or curious. If you start to write a question, ask yourself if you really care about what you’re asking. If you don’t, don’t ask it.
We’re inundated by more and more marketing messages all the time. As a result, people have gotten more picky about what they’re going to pay attention to.
You might post on Facebook, It’s National Hot Dog day! We love hot dogs! LIKE or SHARE this if you do, too! If it shows up just below something totally heartfelt from a real-life friend, you look like a total jive-ass bozo. It’s good if you get through the day without looking like a jive-ass bozo.
HERE’S HOW TO WORK SMARTER IN SOCIAL MEDIA
We’re working harder and harder all the time. It only feels natural, when it comes to our web content and social media, to find more and more stuff to post.
If you want more impact and better results, here’s an idea: start playing a little hard-to-get.
If you’re like many media brands around the country, right now you’re working to always have something out there on social media, and to be adding more and more content to your website all the time. I have some bad news and some good news. The bad news is that much of what you’re posting may not be helping you. It takes deep, focused content to teach your fans what your brand is all about.
The good news is that you know how to do “deep, focused content.” If you work for a radio station, it’s not like people turn you on and ANYTHING might be on the air. You stick to a limited scope of what’s possible. That makes it more likely that you’ll satisfy your listeners when they turn you on. They have expectations … and you meet them.
So, online, on your website and in your social media, they are sorta hoping for some special guidance about what you’re gonna do that they might enjoy. They’d also like deeper, more focused content that fits with what you do on the air. That content might be about what they hear on your station, if they’re really passionate about it, like news/talk and country listeners are. If you’re an AC station, it might be more about what your target audience is doing and thinking about (check the magazines around the supermarket cashier if you need some help with that).
PERSONALITY ROLE MODEL
Regardless of your feelings about the whole Chick-Fil-A controversy, radio could learn a little something from their Eat Mor Chikin Cowz. They’re the chicken sandwich outlet’s mascots. Their Facebook page (yes, the cows have a Facebook page) is completely in Cow style. They can’t spell English worth a darn, but they’re selfishly unrelenting in their mission to get you to eat chicken instead of beef. Honestly, these fictional cows are better at being funny (having good content) and staying on message (being focused) than most radio personalities on Facebook are. Here’s a sample:They’re often topical and engaging in extremely brief posts that never wander away from what Chick-Fil-A is all about.
I talked with comedian, media personality and “recovering radio DJ” Matt Haze about his ideas for online radio personalities … people who would be expert at providing entertaining, brand-relevant in social media and on station websites. You can read his insightful, creative ideas in my latest article for Radio Ink.