Local Radio: Can You Create Sharing Cheerleaders For Your Brand In Social Media?

Posted on March 22, 2014


sharing it
People always seem to want to know how to get regular people to spread their content. Of course, they want supernatural answers instead of: Have great content. So, I thought we would take a closer look at sharing and “going viral.”

What does it take to go viral? What does it take to get local listeners to share, share, share?

1. Listeners Want To Feel/Seem Smart To Family, Friends, and Co-Workers. Social media is really all about validation. You can bet listeners make decisions about what to share based on how it may make them look to the people they care about. This includes making them look smart or even funny. Keeping these things in mind with your content can make your sharing go sky high.

2. Using the familiar allows listeners to focus quickly on content and encourages sharing. This can be content that is related to stars in your format, something local that is specifically in the news or the now, or something else that is creating buzz while being familiar to be safe to share. Make your content hyper-familiar and it’s like being in the fast lane for sharing.

3. Use Funny. Yes, people are much more likely to share something that is purely funny. This is essentially the value of mixing the percentage of content in your strategy. You do have an overall strategic plan for what you are sharing in social media, right? If not, I suggest you develop a social media plan with real strategy to help you define how much and what kind of sharing you want to see on the social media platforms you are using, how you drive people back to your website and on-air, and how you focus on what listeners want, all while highlighting your station by “association.”

As a final note, sharing or “going viral” often starts with the visual and the headline. You want a visual that looks like it belongs to a quick story that won’t waste your time. And you want to have a headline that truly grabs. You can look for examples related to your subject ahead of time and try to make sure you have a headline that will truly move the needle in sampling the story behind the headline. This gives you the opportunity for sharing and going “viral.”

In the end, it all comes down to what you’ve known all along: Great content wins. Now, I won’t go as far as most will and say “content is king.” It isn’t. Money is king, but everyone knows that on some level content leads to money. And money and profit are the goals of broadcasters today.

Loyd Ford


*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.


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