At SocialRadioPros, we’ve talked long and loud about the need for using Facebook as a PRIMARY marketing effort for your radio station. Most radio companies have barely brushed the surface (and that’s giving a brush a bad name). The reality is most companies are fortunate to have a program director, promotions person, or other staffer who is a Facebook fan and wants to give the station access to the platform.
Most are clueless in what to do. Most cause TOS violations. Most don’t know you can’t run a contest completely on Facebook. (whoops, that’s technically wrong. You CAN run a contest on Facebook if you have an Ad manager. That will cost you $30,000 or more, so as far as radio is concerned, that ain’t happening.)
So what do you need to know to get some of this traffic. The internet game is ALL ABOUT THE TRAFFIC. Side note, would you pay $9.72 for an additional cume of 75,000? I did using SRP techniques.
First, create interesting content. The weather for the day is not content. Neither are the stupid contests you see ALL over Facebook from radio. Ask yourself a question with your listener hat on. Do you REALLY believe a listener is going to tune in your station based on a contest that may happen sometime in the next couple of hours?
Give me a break.
Watch your posts for comments. If you are getting some, you are making relevant and interesting posts. If you are not, getting comments, SRP can help you by showing you the right way to post and how to track those posts.
If you stopped at “track”, we really need to talk. We’ll cover the second part of what you need to do in a later post.
Here’s a stat that should get your attention and that of your market manager and sales manager. Research shows that 51% of people who “fan” a Facebook page are more likely to buy that brand.
OK, so what does that mean to us in radio.
Its about using our influence. Its about using our talent to refer listeners to advertisers and use the trust we have gained to benefit those who do business with us. Radio must get in the referral and lead business.
Digital products have gained in popularity not because they are cheap, but because they are trackable. Radio sells ears. Digital sells actions. The sooner we figure out how to charge for actions, the quicker we will get in the digital mainstream. Banner ads for eyeballs is only a small fraction of the money available in digital. Actions are where the money is.
If you are interested, SocialRadioPros has a precise step by step method of showing you how to build your Facebook presence so you can get at that money today. The method and product is free.