Here is how to drive listeners away from your radio station by using your social media in ways that only the disinterested would. Please do all you can to avoid these actions and “strategies” so you can grow your radio station and engage listeners on-air and in social media and connect with the audience you most want to attract.
1. Don’t develop a strategic plan for social media; let “someone” make it up. If they have ideas and want to “waste time doing social media,” let ‘em have it!
2. Make promotion of yourself and your radio brand and contests the singular focus of all your social media (crowding out everything else).
3. Focus all of your attention and content on what YOU want. Don’t spend a moment thinking about what listeners might be interested in or find important. Especially don’t post in social media something listeners feel passionate about, or a cause important to the listeners you most want to attract. After all, you want to stay above listeners and show that your opinions matter most. You’re a taste-maker and already know what is best.
4. Totally take for granted that listeners have more choices and more power than ever before. Just repeat after me: They need our radio station. When you’re the best, you don’t have to pay such close attention to what others (listeners) think!
5. Ignore feedback (especially negative feedback) about your brand from local listeners. What do they know? They’re not professionals like us!
6. Social media doesn’t matter…much. Don’t give a second thought to fully engaging listeners with interesting content or anything that requires authentic investment. Keep focusing on the way things have always been done. That’s how you win in America.
If there is even a chance you are doing any of these things, you should immediately spend some extra time seeking wisdom on how to best use social media to help your engagement, your listening (ratings), and your sales efforts.
As we head into 2014, everyone knows the world has changed. Consumers (listeners) have more choices and more power than ever, and if you are not truly tuned in and engaging them, you are weak enough to beat and be beaten. In fact, if you are not engaging local listeners in social media, you are vulnerable and already potentially in trouble today. So, definitely don’t take the above steps to broadcast a one-way message only. Avoid the social party that listeners are highly engaged in now at your own high risk, because that authentic engagement where listener connection is more important than ever is what today is all about.
Great radio stations are listener-focused. Amazing radio stations seek to represent local listeners and reflect what is valuable to them. Is that who you are at the party?
*Content originally appeared @ RadioInk.com. For more content on radio, go to RadioInk.com. Look for my column on social media and radio on the left-hand side of the homepage behind my picture and the word “Engagement.”
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Loyd Ford is the Direct Marketing, Ratings & Social Media Strategist for Americalist Direct Marketing. He works with media brands all across the country to improve ratings and participation with custom contest strategy, telemarketing, strategic direct mail and social media for radio clients. His interests include social media, digital local-direct revenue and non-traditional revenue for radio. And, yes, he believes you should be receiving more share of digital revenue in your local radio market along with higher ratings. Don’t just read. Get engaged in the process. Contact him directly @ 877.475.6864 or Americalist1@aol.com.