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Tuesday, August 12, 2014

(SOCIAL) Influence The Movers & Shakers In Your Market


Here is how to influence the social media movers, shakers, and your cheerleaders on Facebook:

1. Do a little personal research. Look for communicators of high-passion communities, causes in your market. Look for bloggers, heavy-sharing posters, and people who appear to have influence with a good number of people in the market (yes, you can figure this out rapidly on Facebook).

2. Remember to stay local. What do you care about influencing people 400 miles from your radio station? Stay focused on local, local, local.

3. Choose your battles. For some people, you may wish to contact them directly and ask them to join your ?listener or community board of influence.? A good start is to ?like? their posts and validate them in their social media influence publicly so they and others can see you are there. For others, you will want to like their posts and make comments validating them, but you will also want to think about sending them special public messages on their wall. Something like: ?I was thinking about you and left you the new Taylor Swift CD at the front desk at XXXX. Bring your I.D. We don?t want someone else getting away with your CD. I hope you can use it. Thank you.?  Don?t do this as the ?radio station.? Have your high-profile personalities do it.

4. Repost the best posts by local influencers and groups that line up well with the audience you most want to attract. And everything about number 3 above can be applied to these groups (except giving them CDs, movie tickets, et al).

5. Encourage your personalities to set out to create a larger and larger ?personal influence nest? that mirrors the people in your market you most want to attract and influence. This can have a larger impact than you think.

Once you start to think this way and begin to have your behavior on Facebook represented in this way, you become a larger social media influence winner for your brand. Give it 90 days and see if you don?t experience fun and interesting influence from it.

You can Google the technology to cheat and take short-cuts in social media. That?s fine. We all like to save time, but remember that listeners are real people and they crave authenticity. Don?t have a full, social media content strategy? Better get one. The 20th century was 14 ? years ago. The rules are changing every day. If you don?t roll with them, the new rules will eventually completely roll over you. You are in charge of your path. You can do this better than you think and it doesn?t take a lot of time, energy, or complicated technical training. Go get ?em!

Loyd Ford is the digital revenue, direct marketing, ratings and social media strategist for Rainmaker Pathway and Americalist Direct Marketing. Loyd has programmed very successful radio brands in markets of all sizes, including KRMD AM & FM in Shreveport, and WSSL and WMYI in Greenville, WKKT in Charlotte and WBEE in Rochester, NY. Learn more about Loyd here: Get his radio-social media content sent directly to your smart phone or email for free here: Reach out to Loyd via e-mail HERE.  Visit his Facebook radio social media page HERE.

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