Home > Arbitron, Brand, Marketing, New Media, Producers, Programming, Promotions, Radio, Social Media > Don’t Just Build An Audience, Activate Your Community

Don’t Just Build An Audience, Activate Your Community

Social media should be a vital component to your strategy to engage, retain and grow your fan base. One study just released (by Arbitron) shows most radio stations and hosts are still broadcasting (simply pushing information) on social media instead of engaging.

Engagement comes in many forms and it’s crucial if you are going to engage in social media that you create a 24/7 experience.  This means replying to tweets/comments online and on air, retweeting posts, following listeners, asking questions, providing information, expressing opinions and observations, posting pictures, videos, and owning big events or moments.

 If done correctly, not only will the listeners feel like they’re a part of your show and/or your station (and not just witness to it), but you’ll have a staff of tens-of-thousands helping you prep and advance your show or giving you leads for stories.

And the key is doing this without taking our focus off of creating great content for radio. For talk shows, hosts and producers will need work together and assign specific duties to make sure you serve your fans the best you can.  Read through jobs-to-be-done below and work together to identify what each member of the show unit can do to contribute to the effort.

These are social media insights from talent who are having success with it; 97.3 KIRO FM’s morning news anchor Linda Thomas (@thenewschick), 710 ESPN Seattle producer Jessamyn McIntyre (@JessamynESPN), Syndicated host Dave Ramsey (@RamseyShow and @DaveRamsey), CBS Dallas Sports radio morning guy Shan Shariff (@newschoolSS), and regionally syndicated hosts Armstrong & Getty (@AandGshow) among others..

Here are some of the Jobs-to-be-done for successful social media

Make the show a 24/7 experience; don’t just tweet or Facebook while on the air. The most successful engagers are tweeting opinions, insights, observations and pictures during the time they are off the air. This is how you can get fans to think about your show when you aren’t on the air. And create a community of fans who can turn to you for reaction at any given moment and not have to wait for your show to start.

Showcase your personality. Sending links to stories is not enough. It’s your personality and how you observe the world that resonates with YOUR fans. Engage. Have a conversation.

Be substantive. Don’t just make this a promo machine, telling people to listen to the radio at a certain time for some reason. If you promote something to get radio listeners, follow-up with a link to the discussion for those who missed it. The rule of thumb is four pieces of content for one piece of promotion.

Think of it as content. Use twitter and Facebook to find REMARKABLE comments on things you are talking about on air. Reading a BAD tweet is just as bad as a BAD phone call. 

Reply to follower’s messages. Not all messages, but messages that add to the conversation.

Retweet. GREAT messages that ADD to the conversation should be retweeted, so the community can see how others are engaging with you.

FOLLOW all followers. This is how you grow your community.

Own big moments; provide an ongoing commentary of big events/moments. Assume your followers are witnessing what you’re seeing, so it doesn’t become straight play-by-play. Notice what YOU notice.

Give Access. Tweet or Facebook behind the scenes access; observations, pictures, videos.

Share Audio. Tweet and/or post podcasts and short sound clips each day that showcase your show, your personality or the station.

If you have successful best practices you’d like to share please post a comment or send me a note.

  1. Steve Salisbury
    November 11, 2011 at 4:10 PM

    Larry….
    Very 2011 of you. Just had lunch with a social media guru who talked about much of the same stuff you have written here. In my own space, I have seen that this engaging works well. It takes time but I think it is definitely worth it.

  2. Steak
    November 11, 2011 at 8:01 PM

    By the way, good to see you’re still at it…keep it going.

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