I have been very fortunate to work for some great broadcasters in my life. You may have had this experience too. These were guys who were interested in building great local brands. They worked with their team to dig in and become part of the local community and created a social network around their effort that included engaging charities, churches, politics (yes, politics), and the pulse of the local community. No, this isn’t a story of celebrating the old days of radio. This is an opportunity that stretches out in front of you today in your market through your radio station, your personal activity, and social media.
We all want to win. How do you best do that? People are always looking for the short cuts or the smart curbs to funnel you to the best results. Sometimes that may be looking at the way you see your own role in the market beyond the radio station walls. What are you doing personally to engage the movers and shakers in your market and bring them into your sphere of influence? What are you doing to really engage local bloggers, listeners with passion, and more people like those you most want to attract (including diary and meter households)?
If you think about your world in terms of always seeing how you help others on-air, in the market (personally), and in your social media, you can be more effective because you are thinking about it.
1. Is a certain percentage of your social media content strategy dedicated to engaging local high-passion charities important to the people in your target?
2. Are certain percentages of your social media content strategy dedicated to helping people accomplish something? And is that visual (video)? I am sometimes drunk with wonder as to why there are not radio personalities doing self-help or fix-it segments sponsored by someone locally in markets all across America.
3. Does your social media content strategy validate high-participation targets in your market in social media?
4. Do you try to bring value to the lives of local people and engage them in your radio station, website, and social media?
You could create additional questions that help you develop a fully lethal social media content strategy that is fun, effective, and excites your team about causes and passions all their own (but match with the radio station target).
I stand by my assessment that radio is the original social media. This isn’t new. We just have to use it and I hope you are already doing many of these things. If you are, good for you. If not, start experimenting with your social media content strategy. Don’t have a strategy and don’t know where to start? Call me. Or call someone you know to help you. You can do this.
Good luck and have fun. Radio is supposed to be fun – and your social media should reflect that and be fun, too.
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.