It's All About Paying Attention
May 5, 2015
As you know, I talk a lot about the "A" word - acknowledgment.
As I studied the social space early on, it became clear that social media wasn't about selling people, directing them on what to do; pushing our agenda on them.
The heart of social is service - personalized acknowledgment. Helping people feel seen and heard; that they belong to something great. And through that type of service, brands elevate excitement for the fans and strengthen its value among those touched.
The good news is that objectives you may want to achieve through social, like ratings and revenue, are possible. But only after you've aligned your brand with the essence of this space - and your behavior socially reflects that each day.
It's not easy, and it requires being present and connected every day, finding ways to one-up your actions with actual human interaction.
Not only did Jeff have the room laughing -- he told incredible stories about how they pay close attention to what the fans talk about during conversations -- whether it's via social platforms or over the phone. The intent is to find ways to create memorable moments for the audience long after the conversations end.
And the brilliance of this is that typically when a brand makes someone feel that they matter, what's the first thing they do today? They share it socially in front of their friends and family:
She will always remember how "The Bert Show" made her feel.
Will she listen more because of personalized acknowledgment? Maybe, maybe not.
But she'll never stop talking about them, especially in the social space, contributing to the power of word of mouth that inspires other people to tune in. This is what differentiating your brand from the pack looks like.
This is what sowing seeds socially looks like - in hopes of achieving more listening occasions.
It starts with creating a system of acknowledgment. We can't just wing this stuff or show up on social platforms when it fits into our schedules.
It's up to everyone who has anything to do with social at your station to look for opportunities and respond in a memorable manner. We are not entitled to loyalty just because they like our stations or are emotionally connected to our talent.
We have to earn their allegiance - every day, one person at a time.
Reach out to me anytime on Twitter @lorilewis.
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