You see all the sharing going on in social media. You’ve even likely see the video of the fish in the blender on YouTube or a specific set of celebrity pictures on Facebook that have been shared many, many times. You have likely seen a few radio personalities or radio stations who have a fair amount of sharing going on among Facebook “participators.” How do you make your content explode among listeners on Facebook? Here are nine (9) important ways to you really encourage engagement and sharing of content.
1. If you really want listeners to share your content with others on Facebook, your personalities should be sharing on your Facebook page as their on-air selves. People must trust content and having a relationship is a critical step in elevating your “shares.” Be personal. Be friendly. Don’t address people as a “crowd.” People connect with personalities more than brands. Let your personalities shine.
2. Be relevant. Work to make sure your posts are consistent, engaging and actionable. The more you do this, the more likely listeners are to return to your Facebook page and the more likely they are to share what you post with others. It is critical to educate, provide entertainment and to give your FB audience opportunity to take action that is important to them (with content provided by you). Remember that being relevant will be determined by the listener – not by you. Focus on their desires, their needs, their causes. Give them entertainment gossip from your format. And provide local content (this can be local bragging on those in your community who are doing good or it can be local events and causes appealing to your target).
3. Give listeners permission to share your content. Believe it or not, many listeners flat out will not share unless you give permission and sometimes “ask for the order.” Tell ‘em they can share.
4. Ask for advice, request comment and encourage asking “friends” to contribute. Think about how each of these things can really encourage sharing and make sure you end almost all of your posts with one of these.
5. Always provide a link to additional content (words, video, pictures, tour dates, whatever) on your station website. What is the point of sharing if you don’t draw them back to your actual product?
6. The best content wins. That’s right. He or she with the best consistent content will gain more engagement by more listeners, more sharing and will also gain emotional connectivity. This leads to higher ratings.
7. I would also encourage personalities to have a blog, but make sure you understand the mission of your personality, the goals of the station and how your blog reflects on your profession. Yes, you can share your blog on Facebook and on your radio station website (with advance permission, of course).
8. Use photos that people will want to share. Photos are amazingly sticky. They draw people in to your content and help them to become immediately “into you.” Then, it is up to you to create actionable permission to share.
9. Keep it short. Content should be limited in the number of characters used to get to the point. After all, this is social media. So, keep it short and turn questions toward your listeners for actionable responses whenever possible.
With radio stations constantly trying to figure out how to do more with less, social media (and specifically Facebook) can be a big and powerful tool to accomplishing a lot with a little. However, you must establish a plan that your entire team will execute off of for your true success on platforms like Facebook. Don’t be caught in the old trap of “We have 5,000 likes, we must be doing great.” Get listeners engaged. It will mean so much more than how many people once said they liked you.
Content originally appeared @ radioink.com.