When it comes right down to it, social media gets your focus only after all the hardcore things in the everyday life of a programmer, morning show talent, promotion director or others. It?s because we are so crunched for time. But your social media can be both important and a critical connector to the ratings you want from the listeners you most crave to. How do we get there?
1. Shift the focus off the station and onto things in the market that matter to the target of your radio station. I know this will be hard because human nature is to talk about yourself. We all do it.
2. Don?t look at social media as advertising. Look at it as a relationship builder with two types of people: listeners with high passion and lots of availability to listen at work, and people who are obvious social media cheerleaders for causes or ?high passions.?
3. Develop a firm social media content strategy for Facebook and Twitter so everyone on your team is involved and engaged with the goals you all set for your team in terms of connection and regular content development.
4. Be consistent and relentless with your posting and commenting on others? posts. Focus on validating the listeners you want to see more of on Facebook and Twitter. Be encouraging and forward-thinking in your praise of these important participators.
5. Reward your people often so they feel and see that social media is valued by you. You reward the behavior you want to see more of; you will see growth in participation.
6. Use videos and photos that capture imagination, surprise, and engage people the most, but also make sure your content is focused, fun, and makes your listeners or participators look smart for sharing.
7. Finally, make sure you and your staff are having fun with social media. Have fun with listeners, have fun with charities and others in your market, and ? most of all ? have fun with each other. Create fun related to your social media. It will mean more than you think.
Everything is a resource, right? Use it or lose it. Pay attention to what is being done in social media specifically in your market. Follow a few people you see getting great results with their social media and make it a significant part of your mix to take full advantage of the hardcore participation out there. Remember: Social media is a waste of time unless you have a specific content strategy and are working to create something of value for your home cluster team or station.
You can do this. Go get ?em!
Loyd Ford is the direct marketing, ratings and social media strategist for Americalist Direct Marketing and 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: http://about.me/loydford. Get his radio-social media content sent directly to your smart phone or email for free here: www.rainmakerpathway.wordpress.com. Reach out to Loyd via e-mail HERE. Visit his Facebook radio social media page HERE.
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