What should you be doing on the big and vibrating Facebook that dominates your market every single day and night to take advantage of what’s happening? You should get on the move with a plan to really engage listeners on their level and in their lives. Validate them, engage them, boost some fun into their lives and invite them – for real and through simply the way you “act” on Facebook – to come on back to the real social party on your station!
1. Talk ‘Em Up!
Talk to listeners. Don’t talk “at” them. You know we are all guilty of being “up here” and going old-school on listeners, always talking about what we want to talk about. One of the hardest lessons you can teach yourself in social media and on Facebook is learning to truly engage with the power of being a part of the conversation. Not the conversation.
2. Responding Before The S.O.S.
When someone sends an S.O.S., it’s easy for all of us to understand the time has arrived to respond. However, most media and local businesses on social media are not good at recognizing why people spend so much time on Facebook and why a large part of it is the migration of validation to the digital. Tapping into where local listeners see their identities, how they engage and why is very critical, but it’s also important to join the conversation and respond to them. Complaints, concerns, frustrations, important events, things they value…comment on their status, what’s happening with them. Join the conversation and watch your value grow.
3. Give A Little Love
Why not spike them with a little love? Listeners love attention. Don’t you? Give it to them with a reward. Not just a contest. Give them something special. We’re in a business of creativity. It doesn’t take much and you have a lot. Prize closet? Sponsor with something special? You’re a Country station? What if you dropped a pair of concert tickets on someone who is obviously a major country fan and hyper-engaged with tons of people on Facebook who could be your listeners…if you only had a cheerleader to talk you up!? Think of inventive little “gifts” to offer them just because they are hanging out and you see them.
4. Create The Road Map
You know I am going to say it: Have a plan. A strategy. Build your own strategy to meet the personalities of your morning show, your radio station, your “vibe.” And to match the people you most want to attract to your radio station.
If you don’t have a plan, don’t panic. You’ve been doing social media your entire career. It’s called radio! Consider Facebook an extension of your radio station and a yellow brick road to invite listeners on a journey with your brand. Don’t let others stop you. Digital is here to stay. Jump in and be a real person. Find out what is happening. Be a part of what is going on. People notice when you are engaged. Facebook gives you so many opportunities to join the party and influence others to use your station, your morning show, your at-work midday show, or whatever more, more, more.
Make the most of your time on Facebook. It might be a waste of time for others, but not you. This is your opportunity to build value with your growing audience and advertisers and you shouldn’t miss it.
*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 and works with local radio clusters to launch and grow significant local-direct reoccurring digital revenue with Rainmaker Pathway Consulting. How much local digital revenue are you getting? 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 and he works directly with clients to boost significant local-direct digital revenue for local clusters. 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.