by Loyd Ford
Since I get asked about database and social media a lot, I thought I would lay out some simple questions to make it easy for anyone to use self-assessment to see how they are doing with these amazing tools right now. These two items have a lot more in common if you do a good job of using both to draw important listeners closer to your brand.
Are you taking advantage of the right opportunities with your database and your social media efforts to maximize relationship growth with the listeners that are most likely to move the needle in the most meaningful ways for your radio station? Let?s see.
Database
- Do you know about the listening habits of those people in your database today?
- When you look at emails sent to listeners in your database, are those emails about items that your core target is interested in? (They are not simply about your desire to have listeners listen more, right?)
- Do you know where the listeners in your database work?
- Do you know anything about those at work environments?
- Do you have a plan to find out who the most influential listeners are in your database and how to engage them separately from the mass database?
- Do your emails to listeners in your database have any depth to them or are they shallow advertisements often not even about the radio station (but sold or given away to a client as added value)?
Social Media
- Are your postings on Facebook about much more than contesting on your radio station?
- Do you have a plan about what percentage of each type of content your personalities post on Facebook?
- Are you engaging listeners in multiple social media platforms?
- Are you posting unique video footage using good content with your best talent?
- Is your brand visible with pictures and content in social media that relates to your format and radio station?
- Are you allowing and encouraging listeners to post pictures on Facebook that reflect well on your format and your radio brand?
- Does your company put any real and consistent effort into relationship building in social media?
I very purposefully avoided answering any of these questions because these questions are really for you if you want to help determine real value in your efforts in social media and database. Spend a little time with these questions today and you will know for sure how you are really doing. If your answers are all ?yes? to the questions listed above, you are probably having a good time with listeners and there is probably already payoff. If you answered ?no? to these questions, you will have some work to do and some philosophy to think about in relationship to how database and social media really fit into your work.
It's amazing how little most people put into the real work that can be so beneficial for a radio brand with a little attention to detail. So, if you are off course, this is a great time to do what most people won?t to experience great progress and real world results that will actually matter to your success. Look at the work being done and you will know if you have an actual plan or if your team is flying by the seat of their pants. If you don?t have a plan or roadmap, you will probably end up somewhere other than your original destination of intent. That would be a shame in an era where so many free tools are at our fingertips to engage and grow closer to those most likely to help us experience more success. If you have a plan and are working it with consistency, that is wonderful for your brand. Reviewing these questions is a great start to strengthening your designed path for continued success.
Loyd Ford programmed very successful radio brands in markets of all sizes for years, including KRMD AM & FM in Shreveport, WSSL and WMYI in Greenville, WKKT in Charlotte and WBEE in Rochester, NY. Learn more about Loyd here: http://about.me/loydford. Reach out to Loyd via e-mail HERE
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