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Stay Focused On Doing What's Valuable To Others
March 27, 2018
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Regardless of how any social platform tweaks the code dictating how much we're seen in News Feeds - if you have strong communication tactics in place, social will always serve your brand well.
For Facebook specifically, back in January we published steps to take right away to prepare for what is going to be a tightened algorithm for Pages. You can read here.
Beyond those steps - we also want to build content disciplines around differentiating ourselves from the pack by creating unique, unexpected moments.
So what does that look like?
It starts with using social to fully involve people, not our own agenda.
But consistency is key.
We have to be known for tactics that resonate to earn space in everyone's limited bandwidth; meaning being interesting over and over.
Some of this stuff can be calendarized as a reminder to do it.
Trending Topics
Pay attention to what people are talking about and fire up a live stream around the topics.
Talk with the audience - acknowledge them. It's about conversation.
Q&As
Share your access.
When celebrities, artists, local heroes or anyone fascinating visits the station - give the audience your access virtually by offering opportunity to interact, too.
Breaking News
When news affects us - who are the experts you can put on-air and live socially to keep everyone informed?
Performance
Whether artists are playing new songs, rehearsal or a sports-team practice - share what you're looking at.
Behind The Scenes
Who doesn't love watching what happens when no one is typically looking?
Product Demo
Teach people how to do things. What do you love doing? Cooking, playing music, wine tasting, etc...? Show the audience how to do something new. (Great way to monetize social, too.)
Stories Reinforcing Community
Find those who go out of their way to give back - showcase them socially.
Acknowledge, Acknowledge, Acknowledge
People naturally feel closer to what reminds them they matter.
Also, don't make Facebook the only focus. A mix of social assets that matter to the audience you serve is ideal.
You can get a good idea of where you belong socially by following Jacobs Media's annual Techsurvey.
Radio is anchored on experiences that keep our community connection alive.
And there's a profound payoff to the intangible exchanges through social.
Yet we reap what we sow. And we won't reap loyalty (and listening) if we don't socially invest in the audience by putting a consistent and interesting content plan in place.
Reach out to me anytime on Facebook, Instagram, LinkedIn or Twitter.
Please enjoy MERGE archives here.