People always want to take the shortcuts. It is human nature. How can I get all the things I need to get done and not really have to do “all that?” Ah, shortcuts!
Private equity tries to do that every day by trimming employees, process, and commitment while retaining the look of proper business. Oftentimes they end up with a more profitable business that isn’t as good as it once was. For us in radio, we must be careful to accomplish relationships with listeners instead of merely faking it. To that end, you can use some or all of the tools I mentioned recently in this column to take short cuts, but your focus should still be on strengthening validation of the listeners you most want to attract, entertaining them and drawing them back to the products your company owns, and maximizing revenue potential (as that is how we are all judged).
1. If you don’t have a social media content strategy, schedule time right now to review what your competition is doing, what others are doing in other formats similar to yours, what radio in general is doing, and what brands “similar” to radio but not in radio are doing in social media.
2. Develop a significant and specific social media content strategy that takes into consideration the audience you most want to attract, the cheerleaders “out there” for your brand, your goals for your radio station, your social media as it relates to your specific local product and market, and how you can effectively move the needle and accomplish real-world engagement meant to strengthen your brand through your social media work.
3. Make sure you have buy-in from the top and make sure you develop your social media plan in general, and specifically your social media content strategy with those people who will be passionately executing the strategy.
4. Start with visuals. Radio is very visual and social media gives us the opportunity to jump out of the speakers, out of the computer or smart phone, and visually engage audience. We should be doing that with video and photos showing our business for what it is: fun, entertaining, and as if you are missing something if you are not tuned in right now!
5. Share content to make your listeners look and seem smart and they will share your content in social media.
6. Share content that is funny and they will share your content.
7. Validate listeners. Validate those active in local charities important to your listeners. Engage them in their lives because social media is their space.
Social media should be fun, but it is a waste of time unless you are consuming it. We should be engaged in developing relationships and drawing local listeners back to our stations. Oh, and making money in social media and digital. That’s it. If you’re not doing that, you are behind in either execution or strategy.
Find out how to put the focus of your social media in the right place and get busy.
*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.