Posts Tagged ‘engagement’

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Dip Your Hose In The Stream

In Facebook,Revenue Generation,Time Saving Tips on March 22, 2010 by radioray1025 Tagged: , , , ,


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.

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Statuses

How Social Are You

In Facebook on February 26, 2010 by radioray1025 Tagged: , ,

Lot of discussion at this years Country Radio Seminar about Social Media. SRP did a long study of how really involved, or not involved, country music stations are in the social space. Part of the information was published in Country Aircheck magazine at the seminar. The rest is here

Statuses

The one thing that scares the hell out of Google

In Facebook,Twitter on January 26, 2010 by radioray1025 Tagged: , , ,

The confusion of radio programmers on delegating their time and focus is understandable.  We are asked to do more with less and less each day.  Maintain ratings, approve and develop promotions, work with the sales department, make the web page sparkle, and maybe if you have time catch up on that social marketing thing too.

We talk a lot on this site about the importance of brand development through social media.  You may have overlooked Facebook or Twitter in the past.  You may have not put a lot of stock in their ability to help you add listeners and sell products.  Maybe your attention to social media changes when you realize Google is worried about both Facebook and Twitter.  The answer as to why is here.

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Statuses

Do Me Right

In Facebook,Time Saving Tips on January 24, 2010 by radioray1025 Tagged: , , ,

There is not enough time in the day to listen to all the social media “experts” ply their trade. Even funnier, is watching all the advertising agencies attempt to remake themselves as social experts. Its a matter of necessity. Money is moving to social media from advertising. Agencies are going where the money is and becoming “social media experts.”  Its a matter of survival.

Social media is really pretty simple.

Listen and respond. Engage and talk.

Here’s my view of the “ideal” way to structure social media in radio. This list is from the best practice to least.

  1. Dedicated staff person or persons from your staff, who’s entire job is to watch Facebook and Twitter and respond.
  2. Outsourced to a social media company who gets radio and its listeners and can act as your voice
  3. Have a staff member do it as an “add on” to their job as a talent, production, promotion person or all three
  4. Do it yourself among the other jobs you handle
  5. Do Nothing

What is your decision? In the next few days, each of the pros and cons of these positions will be covered. You can sit this one out, or you can jump in.

Please share this with your friends. Thanks.

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Statuses

Pants On The Ground

In Facebook,Twitter on January 22, 2010 by radioray1025 Tagged: ,

By now, you’ve already seen this video.

The first “viral” video of the year from American Idol. Listeners and viewers made this piece sweep the country in an instant. Such is the power of the internet, with the ability to move content of interest around impossibly fast. The bigger question is if you weren’t part of social media at the time, you might have missed it. Or been a day or two behind.

Missing what your listeners have on top of their mind is a fatal flaw. We talk endlessly about being plugged into our local markets and reflecting their tastes. Social media has a cost. The cost comes in time, money, staffing, or ATTENTION.

Attention deficit can be cured. You have to decide.

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At The Speed Of Twitter

In Twitter on January 21, 2010 by radioray1025 Tagged: , ,


News flies fast on Twitter. There are countless recaps you’ve heard of stories ranging from Michael Jackson’s death, to the landing on the Hudson, to Simon leaving American Idol. All stories first heard on Twitter. Its a pretty intense landscape. If you watch, Twitter moves almost as quickly as the moving ticker on CNBC describing stock and bond prices that I can never follow. Twitter can certainly seem like that to a newbie. Getting a little help in Twitter seems easy enough if you have the cash and believe the social media promoters.

Earlier I did a post on how many new social media experts have surfaced. It doesn’t seem to take a lot to be a social media expert. Claim you are one, hang out a shingle, and ask for money. Someone might just write you a big check. Its the internet age of the late 90’s all over again.

Finding a person who understands radio marketing and talking to listeners and has the time to tweet, now there is a unique combination. Add to it the no cost option, and you wonder why you aren’t on Twitter right now.

Not everyone should be on Twitter by the way. If you don’t want more listeners…if you don’t want to hear what people are saying about you…if you don’t want to guide a conversation in your favor…if you expect instant ratings success…don’t start on Twitter. If you want to get better numbers, its a good cheap place to start. Provided you have pros who understand how to listen.

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Statuses

15,740 Social Media Pros Are Wrong

In Facebook,Twitter on January 4, 2010 by radioray1025 Tagged: , , ,


Funny stat I saw this morning. In the past six months the number of “social media experts” on Twitter has increased by five fold. These are people who include some kind of “social media expert” label in their Twitter profiles.

At that rate of growth, we would have 3 million Twitter experts by 2012.

I’m betting their aren’t many, if any, who have ever been programmers of radio stations. Or who understand the problems and needs of today’s station operator. More is less appears to be the name of the game with Twitter.

Increasing your presence in online is going to require you to get involved with your audience in every way possible. Twitter and Facebook are two of the best ways to do that. Done the right way, these two services will increase engagement, web usage, ratings, and revenue. Done wrong or ignored is a path to big problems and a shortened career.

Finding the right 1% of your online audience is more art than science. Art takes a lot more time.

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