If you want to effectively use social media for your radio brand, you should really consider playing a game I call ?Be the Ball.?
Here is how ?Be the Ball? works:
1. Spend some time looking at trending on Twitter and then reviewing what is happening in your market. Try to ?lean forward? into capturing the now of what is on the hearts and minds of listeners you most want to target.
2. Try get in front of the parade of trending content. Do this with photos, video, questions for listeners to comment on, etc., so that you encourage those most wanting influence (or to be validated).
As always, use lots of photos and/or videos. Make sure that you think carefully about headlines and the kinds of questions you may ask listeners to comment on in your posts. I also recommend that you ?twist? all content toward products you own (your online site or on-air). Facebook and Twitter need no help from us and pay us nothing to help them anyway. Our jobs are to increase ratings and participation. To twist content, you simply think of innovative ways to provide something about the stories that put your station, your website, your personalities in the center, or near the center, of the story (at least ?how it ends?).
A word of warning: Always do your research and make sure you know where the ball is going. You want to make sure that a fair amount of your posts are running through the ?now? current of conversation.
Yes, that?s the whole list of guidelines. No matter what format the station is where you work, you can truly get in front of the trending parade in some of your online and social media.
If you have a social media content strategy that balances high passions of local listeners, rotates in and out a variety of interesting content, visuals, and opportunities for listeners to comment along with ?being the ball,? you will be a winner for sure.
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: 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.
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