6-18-2012
By Loyd Ford
If your radio station (or perhaps a radio station in your group) struggles with social media, perhaps there are myths behind the struggle that could be keeping social media from being effective for your brand. Let's take a look at myths that might be holding you (or someone you appreciate) back.
1. Social Media does not fit in with what we do at radio. Social media actually fit nicely with radio as an extension of companionship with listeners. Radio stations that don't have a true social media plan, with outlined and specific goals, will fall behind others who do. It is ownership- and management-level responsibility to have a plan and let everyone know what the expectations are for the station and personalities in social media environments.
2. Social Media is just advertising space. Social media for your radio station should not be advertising space. Of course, you can use it that way, but your effectiveness will be so much more apparent when you use social media to build a community and seek to listen and share back and forth with listeners.
3. Social Media is a quick fix. No, it isn't. In fact, social media need time and consistency to build participation, sharing, community, and to distribute content that carries real value back and forth with listeners.
4. You can't build local communities in social media. The opposite is true. You can build local communities about everything from pets to curing cancer. Attach your personalities to strong causes and you are likely to have huge loyalty impact for your brand in your own market.
Here is the bottom-line truth: The better your strategic plan for social media, the better your results will be. The more consistent your team executes based upon the plan, the more success you will have and your opportunities will grow. The more engaged you are with listeners in their chosen social media environments, and the more "proud" you are of them, the more proud they will be of your personalities and your brand.
Use social media platforms to create content that is truly focused on your listeners. Engage them often. Listen to what they have to say about your brand and about things happening in your market that are important to them. Give them feedback and publically (and privately) thank them for helping your community.
Think about how much you can do with community involvement, creating opportunities for businesses (that might make you money as well), encourage true engagement by giving them first-look content that is visual (photos, video) and verbal (blogs, gossip, event opportunities, contesting, opportunities to help). You can literally take charge of social media from the top down.
Make a plan. Lay it out for staff. Assign details and work it consistently. You will find ways to empower your team and grow your brand engagement. That can mean higher ratings and more revenue in your future while your competitors are wondering why their advertising on social media is not working.
Loyd Ford is the direct marketing, ratings and social media strategist for Americalist and 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
Visit his Facebook radio social media page HERE
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