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Repurpose Your Best Social Posts
October 7, 2021
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This past week when Facebook and Instagram went dark for hours radio stations and shows lost instant interaction with their fan base…outside of “broadcasting” to them, of course.
Stories of social media directors and digital teams freaking out emerged across the country. Maybe their very jobs flashed before their eyes as everyone wondered when the platforms would be back up.
REMEMBER BACK WHEN AMERICAN IDOL WAS HUGE
Somewhere around 2007 I remember thinking that American Idol was so big that it would be around forever. But it ran its course. I realize that it rebooted, but Idol was never as big as it was 15 years ago. Everything that goes up must come down.
I understand the logic that thinks Google, YouTube, Facebook, and Instagram are so big that they can’t fail either.
So, when you rely on third-party platforms to communicate with your listeners, you’re putting an unbelievable amount of faith in them being 100% bulletproof.
PREPARE AS IF THERE’LL BE ANOTHER SOCIAL MEDIA OUTAGE
Email. That’s the answer.
Every station event, every station contest, and every station interaction focus on email sign-ups. Why?
Email still has a robust open rate and YOU manage and control it. I realize that Apple has impacted this recently, but it’s better to spend your energy and resources trying to figure out that new normal then putting your full faith and trust into third-party social apps who own all of your amazing posts while going dark in a moment’s notice.
HERE’S THE TAKEAWAY
Repurpose your very best social media posts of the past week on your own website as well as a part of the emails that you send to your listeners, insiders, donors, and the music team. Make this effort a priority and habit…a part of your digital strategy.
Todd Stach is the Contemporary Christian Format Editor at AllAccess.com as well as coaches and consults with his business, Beyond615.com, where he strives to build confidence with clarity and creativity. He and his family live in the (615) area code, aka the heart of the CCM industry.
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