www.bobwmedia.com
7 Habits of Highly Effective Social Media
I have a friend who puts a more compelling "morning show" on his Facebook page, than many radio station put on the air.
Too bad he is not in radio.
He is just a witty, interesting, observant, opinionated, authentic person who loves life and wants to share his passion with the world … and he does it daily online.
It got me to thinking about social media and how radio needs to approach this powerful marketing tactic.
You may or may not know this, but a lot of business is being done today on Twitter, Facebook, MySpace, etc.
Social Media is about connecting.
Isn't that what we try to do in radio? Connect our audiences with our advertisers.
If you are just dabbling in social media, it's a great time to stop and make sure you understand what exactly you are doing - and why you are doing it.
Once you've gotten there, let me suggest some effective habits for your social media endeavors:
1. Have A Strategy
Begin with an understanding of what you are not doing: selling or pitching something. You are connecting with real people and they are connecting with you - not a brand.
You cannot control the conversation, so do not even try.
If you are an air-talent, consider launching a new Facebook page as your "radio-self." I know this flies in the face of my longstanding coaching advice: be yourself. I have over-heard too many creative people stop short with the fear of offending their mom in Sarasota or relative back east.
Your call.
But a boring Facebook site is worse than none at all. So do what you have to do to be your creative radio self.
Managers and AE's should try to use their personal sites. Your strategy is to connect with clients on a personal level - right? What better way than to show them you are a real person: not just someone show calls once a quarters.
2. Commit to Social Media 24/7
You wouldn't turn your terrestrial signal off for days (on purpose). It's the same with your social media outlets. Ignore them … and so will your listeners or clients.
There is nothing worse than logging onto a personality's blog and seeing updates with weeks between. Worse: the fake apology "I've just been too busy to update."
You're not updating. That's broadcast thinking.
You are connecting. If you break the connection - the other person will drift away.
If you cannot commit to daily updates - or at absolute minimum 4-5 per week, don't bother. Infrequent communication send the message loud and clear that this is not a priority for you.
3. Create Original Content
Repackaging your radio content is not a new media / social media plan.
It sends the message that you are not serious about social media.
Your listeners love to see what happens behind the scenes. Eric Ferguson at WTMX/Chicago creates a regular podcast from his POV - Eric All Access.
Another jock takes those weak B-Celebrity interviews that used to pollute his airwaves and now puts them on-line. If anyone wants to know how Natalie from the Facts of Live is doing, they can listen.
Like with everything else, your audience can pick and choose what they want to consume. So give them a lot from which to choose.
The more content you post: the more you are telling your audience that you take this seriously.
4. Participate with others
Social media is a two way communication. Some broadcasters continue to broadcast when they go online and are missing the huge opportunity of social media. Comment on your listener's posts. Ask them questions. Give 'em a thumbs up on something. CONNECT with them as if you were sitting around the lunch table.
Seek out the "mover and shakers" of your community and comment on their blogs. Invite them to be your friends. You'll make a much bigger impression approaching them as opposed to waiting for them to find you.
Join the clubs.
Post as many detailed profiles of yourself as you can.
Use as many platforms as you can. Do not assume Facebook alone is getting the job done.
I had a manager tell me that his stations were in the MySpace camp.
We're not fighting the cola wars here. You CAN drink both Coke and Pepsi in the 140 Character World!
Make sure you are connected with everyone in whatever camp they choose to pitch their social media tent.
5. Use lots of photos and videos
A former PD used to say If only we had pictures!" Today he does - and so do you.
Use them.
While linking to a popular YouTube video or College Humor skit is fine, it is not enough to connect. Post your own photos and videos of station events, remotes, guests in the studio, etc. One jock's most hit page included pictures of the station's transmitter.
Remember that posting videos via YouTube helps Google search optimization.
6. Podcast
Don't think just audio here: podcast both audio and video. We have to be ready for the time when consumers will only listen to radio on their timetable and not want to sit through bit and topics that do not interest them.
It could be argued that we are there now!
7. Innovate
This is where you take ownership of social media in your community. Set a goal to try something new at least once a week across your social media networks. How about:
• Taking a picture of something unique, and letting your social media friends guess what exactly they are looking at. Maybe you offer that extra set of concert tickets you've got as an incentive.
• Tweet last minute specials to your best clients. If the traffic manager tells you the weekend logs are looking light, why not alert your best customers to a last minute sale - maybe half price spots if they use their current commercial.
• Selling trips for a travel company. Those come-along trips are just about dead (where the DJ talks-up a location and asks listeners to accompany him on the trip). Start up a travel group on Facebook - and let the listeners decide where they want to go. They are much more likely to buy into a location they have chosen - plus your travel client has a wealth of research information for future use.
• Allowing restaurants to sell their own 50% off certificates to your Facebook friends. The 50% off program peaked in many markets - how about reinventing it all on-line? They sell 'em: you get a few bucks per sale. A whole new class of restaurant will participate if they are getting some cash for the certificate. Non spot - just mentions and social media.
• Re-tweeting to your best clients the latest Seth Godin or other marketing blurbs to your best clients. Are you trying to establish a relationship with them as a true partner? You've got to interact with them without your hand out. Social media is the perfect platform
• Launching a fantasy baseball, football or basketball league between you and your 10 best clients. Again - interaction without your hand out is the cement of a relationship.
• Planning virtual remotes where your client offers a true incentive, and you tweet the deal and time to meet you there.
• Creating a video of your talent taking the local tour of homes. Rain ever lead to poor turn out? Offer to have the talent from each station take a short video tour of the model homes and post them on YouTube. Then tweet the link to the videos. Think you're going to get a big share of the POH dollars next year?
• Set up a Twitter account specifically for a concert or festival and offer updates. Everyone wants to know why the headliner is late.
These are some I just thought of this morning. Spend some time with your staff - no matter how small it has become - and brainstorm. Don't forget to include interns and people outside your department.