Let's Work On Being Memorable, Everywhere, Not Just On Facebook
April 7, 2015
There's much to be said about the importance of interacting and serving fans on the assets we "rent" -- Facebook, Twitter, Instagram, Snapchat, and even live stream apps like Periscope. But we must also pay attention to the assets we "own" - our on-air content, website, database, and of course, our app -- or apps.
Sometimes this latter category is overlooked because the very public and very ego-centric metrics such as "likes" and "retweets" make us feel good. Social metrics are very gray where you can almost make up some of the numbers and make it sound like they matter. And that's a lot more fun to boast about than hard true metrics like page views, app downloads and streaming sessions.
But ego-driven tactics and "fun" metrics do nothing for the long-term health of your station -- especially on the revenue side. This is not to imply that social is not a critical part of your brand's culture because we know it plays a role. We simply must watch our approach and balance in how we're using social to complement the more important assets, digital and mobile, the assets we own.
One great example of what it looks like to be successful socially, while being mindful of the assets we can create revenue from comes from Dave and Chuck the Freak at WRIF/ Detroit.
They are pulling off one of the greatest contests any radio personality has dreamed up -- with an app! It's so 2015!
They are offering their listeners a chance to play a co-starring role in their video game app:
Even listeners were commenting socially on how this was the "coolest contest ever."
Can you imagine being a character in a video game? Let alone your favorite radio show's game?
Ideas like this happen when we come at brand experiences from the fan's point of view; asking ourselves whether a promotion/contest is of real value to them.
Just because our station has a big round cume number and lot of followers on social assets doesn't mean we have their everlasting attention. Building a loyal community is a long-term tactic.
It starts with one fan at a time.
There are no short cuts or quick fixes for digital or social success. Earning an active and devoted fan base comes from creating a culmination of moments -- like this app contest.
We all want to feel a part of something; that we belong - that we matter. Finding ways to make your audience feel that you have noticed them is more powerful than any "caller 10" type contest you will do.
Because the effectiveness of touching one fan at a time is that oftentimes, as you know in your personal life, it's the smallest things we remember most.
Reach out to me anytime on Twitter @lorilewis.
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