Social Media can be exciting or scary. It can be seen as an opportunity or burden. Admittedly, some broadcast companies are embracing it with open arms, building communities and making money. Others resist it as a personal affront reminiscent of the Mom Gifford rant of 1979 in objection to the microwave oven. She’s since gotten over it, but many radio companies are still fighting the need for social media.
Enter Nate Riggs.
“Don’t try to do everything all at once. Pick one thing that you’re going to do 110% and get really good at. If it’s a Facebook page invest your time and energy in building a community around that Facebook page and engaging in that community. I think it’s a perfect complement to radio, because radio is traditionally a push medium; we listen to radio.”
Nate is a business communications specialist, a marketer and social media content engineer based in Columbus, OH. In a podcast interview with Larry Gifford Media, he says that the most important thing a radio station can do is to assign a real live body to their social media efforts.
“General rule of thumb: don’t get too hung-up on the shiny bells and whistles and the technology it’s more about really coming up with the content and putting humans on-air or on-line that are going to make that content work with the audience. If you think about it, that’s not too far off from what successful radio shows already do.”
Nate recently wrote a blog piece offering free advice to the Morning Zoo at WNCI-FM in Columbus. He tells LGM that there a ton of opportunities for radio stations in the social media space.
“Most radio stations will have remotes or go out and have events at night clubs, restaurant, or concerts and I think there’s a huge opportunity to even have things like location-based check-ins with services like foursquare or even Facebook places especially for contesting.”
In keeping in line with that personal connection to the fan, Nate suggests each personality have his or her own account instead of the radio station in general or a show. People want to interact with people not things. It also allows you to really focus your messaging to the people who want to receive it from that show or personality.
The big question is how do you convince your web master that it’s okay to be promoting Facebook pages and twitter accounts over pushing fans through the station website? Nate thinks it might time to change that paradigm.
“Is it more about engaging the audience and really keeping them and having them as part of the conversation or is about spiking website traffic? The ads that are on the radio station website aren’t really getting seen by that many people. There is some click-through and there are some impressions being delivered, but internet ads on those particular websites have become very much like TV; a big portion of the audience glazes over and doesn’t even see them. “
So, as you and your station begins to tackle the social media landscape, what’s most important? Here are Nate’s Top Three Things…
1. Go get the education. Go to the conferences like Social Fresh, south by southwest, blog world and dozens of other events bringing these experts to the table. It will help you get your head around how to use it.
2. Use it as a personal user. How can you ever take a technology and apply it to your business if you haven’t taken the time to understand it for yourself? Go out and connect with old classmates on Facebook or get on twitter and start to follow people, start a blog, and do something that will allow you to have the experience in this space to start to get your head around how to apply it to your business
3. Leverage radio. Radio is a passive medium; we use it when we drive, when we are doing other things, when we are sitting at the computer. There is a huge advantage there. You might have someone sitting at a computer and if you can drop a message on the air they have an opportunity right then and there to take an action and get on line. Don’t ignore that opportunity. That’s going to a big thing that is going to help radio convert listeners to the online space.
Looking ahead Nate says to keep your eyes open for the rise of group texting sites like “groupme”
Nate Riggs is a business communications specialist, a marketer and social media content engineer based in Columbus, OH. He started Nate Riggs Social Business Strategies at www.nateriggs.com and @nateriggs on twitter.
Listen to the podcast here: Nate Riggs – Social Media Podcast
“Give people permission to fail.” – Seth Godin. If people fear failure they won’t take risks, try anything new, and they won’t raise their hand and volunteer, because there is no upside. As a manager, encourage creativity, challenge conventional wisdom and celebrate failures as part of the process of trying.
Don’t ignore your twitter followers and facebook friends. A reply from a radio show or host may make their day. – Nate Riggs
Sure, the headline is extreme, but that seemed to be the core message at TMC/TSBC from just about anybody who knows anything about new and social media. In addition to the warning shots, some offered actionable advice.
Growing Your Social Network
Derrick Ashong of Oprah Radio wowed those in attendance as a talk talent for the next generation. He invites some of his loyal listeners, who have lots of friends on twitter and facebook, to sit in the studio during each show and chat about what they see and hear. This gets the message of Derrick.s show to new and different fans from those who are already listeners or following his show’s twitter, facebook, ustream, and skype feeds. It gives the listeners some ownership of the show. As different topics bubble up on the social media sites, it gives Derrick new and different angles to address on-air while promoting the different twitter or facebook conversations.
Check out The Derrick Ashong Experience. Derrick is the voice of a new generation, a voice for all people. See the video here.
Another Actionable Idea
Is Anyone Making Money?
Bill Figenshu, President and CEO of FigMedia1, told attendees to lower expectations of how much money you.re going to make, “Making money on the internet is like teenage sex – everybody is talking about it, not everybody is doing it.”
McVay Media suggests you project new media revenue as 3-5% of total station revenue in the first year and 5-8% in the second year. Click here: McVay Media offers 10 ways to make money with digital Media
Weclome to the blog. Larry Gifford is a radio management consultant and talent coach. He is available for ongoing or project based consulting for U.S. and International radio groups, stations, and talent
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