Integrating social media into your marketing strategy is a very new concept. It’s also ever-changing and vital you keep up with its updates. Let these global platforms work for your brand and show to extend your audience.
Believe it or not, Myspace was launched in 2003, and Facebook followed just a year later. It’s actually only in the last 10-15 years that businesses and brands have actually jumped onboard. When people realised this is where their customers spend their spare time it was inevitable brands would get on the bandwaggon.
It’s just a regular day
What happens in your listeners regular day? It’s time to think about your social media output much like your on-air output. It needs to bend and reflect on what your listeners need at that time of the day. Yes, they need travel every 20 minutes in the morning, but do they need it at 2:00am? Of course not, so you don’t need to have travel tweets on your social media at that time.
Imagine a rough day on your radio station…
- Breakfast show – a content heavy power-house
- Daytime show – music oriented with maybe showbiz/film news
- Drivetime show – fast-paced with a tight mix of music and travel
- Evening show – Fixed around new music and big hits
Take on-air and put it online
Now if you imagine that as a social media plan it’s starting to look pretty reflective of your on-air brand.You’ve got your video snippets of the breakfast show as it happens
You’ve got your video snippets of the breakfast show as it happens. All the funny bits that not only draw in new listeners but keep your regular P1’s updated with bits they missed.
During the day people are at work, and might only check their phone a bit. Keeping your output to showbiz headlines they can read quick helps them out. It also associates your brand with the music and stars it focusses on.
On the way home, people are in a rush, they’re desperate to get home after a busy day. They need something to take their mind off things. Now is the perfect time to let your listeners know the songs on the way and the competitions they could win.
Let your evening show shine and showcase the biggest new songs, the juicy interviews and the after-hours fun. Nothing makes your station look bigger than an interview with an up and coming star, and if people read it on their timeline it once again associates your brand with the big names.
Extra content is gold
I recently RT’d a talk station from Seattle called KIRO Radio 97.3fm. They caught a drunk man on their CCTV trying to break into a very fancy looking truck.
They pounced on this opportunity by having a laugh with it. Being a talk station, they got one of their on-air team to commentate the man through his drunken escapades.
Last night we captured surveillance footage of a vandal trying to break in to one of our employee’s vehicles in our parking lot. While the suspect is still at large, we took the liberty to have John Curley give his play-by-play of the incident.
Take a listen 🔊 pic.twitter.com/FYQTiJsTDt
— KIRO Radio 97.3 FM🎙 (@KIRORadio) 1 February 2018
So face the tweet has had just under 40,000 RT’s, 73,000 likes and just over 2000 replies. It’s a great piece of content, with a laugh involved and a platform for their on-air team.
If you enjoyed listening to Capital on-air but all they put on Facebook was serious news stories or happy birthday messages to Phil Collins, you probably wouldn’t follow or like them.
Your online brand needs to be a protected as your on-air one. The two need to live in perfect harmony to make sure you maximise the online potential.