The dream is that social media can be used to drive higher listenership or true connectivity with your local radio brand, right? Most radio stations put contesting in their social media, but there should be more significant thought put into content that drives multiple passionate groups directly to your radio station; listeners who already love you and those in social media most like those listeners but are not yet spending a lot of time with your station.
To that end, everyone will be doing some of these things (below), but the trick is to select a social media "path" that allows you to include specific levels of consistent content and inclusion of every potential player in the radio station in the execution of growth for your station through your social media.
1. You should consider having every player on your morning show responsible for some part of social media connectivity within the morning show (something that draws listeners and those like those listeners to your morning product). This not only means direct connectivity with the morning show, but specific connectivity to certain "wheels" inside content on the show and timing. These can be content windows related to passionate things your listeners love so you are "jumping onboard" a train already moving.
2. You should consider having someone on your morning show be responsible for the "pivot" to the "rest of the day" in your social media. This is transitional thought about leveraging listeners most likely to trust elements inside the morning show as they talk about ways to get more benefit from specific elements in the "rest of the day."
3. Don't be afraid to include the sales department in your social media to help you drive real value for listeners and potential new listeners in your content and to your station (in fact, encourage it with the right content, attitude, helpfulness, and opportunity for them to make money).
4. See if you can encourage certain members of your on-air to social "together" to create cross-pollinating legitimacy "elevations." The more you utilize local content or content elements that engage listeners in giving their opinion and the more you utilize the highest number of players from inside the station, the more productive your social media strategy and execution could become for your station.
It's not just cool to think about inventive ways to engage listeners and people most like those listeners you already have, it is an essential part of using the tools of social media. I've always said, and continue to say, that radio is the original social media. We can connect and elevate what local people talk about and can still be at the center of the water cooler buzz. Boosting your "social media game" so that you have a consistent content strategy and buy-in from the top down, along with participation at every level of the station, will make you the winner.
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. Visit his Facebook radio social media page.
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