Every Day Is More Important Than The Lightning Strike
July 7, 2015
The 'power of now' has become a larger part of the discussions many of us are having that work in the social space. And as I participate in summit panels and conference conversations, it always leads me back to radio.
I wonder just how much understanding there is in looking tuned in and connected to what the audience is talking about. How much is the 'power of now' a part of each station's content strategy?
Stations tend to pride themselves on how a Facebook post or tweet "went viral," but rarely do I hear how radio stations use social to be in the audiences' daily lives with real meaning. Wanting to genuinely respond, talking about what they care about (not our ticket giveaways), and looking for ways to create "holy crap" moments when we can.
So when Twitter's VP of Data Strategy, Chris Moody, recently spoke about the 'power of now' -- it was too good, too important, to not share with the industry:
"We become infatuated with achieving cut-through at major events such as the Super Bowl where tweets peak at 50,000 an hour." Moody said. "But it's everyday moments that produce more energy over time. It's these moments that generate the real power and if the right creative is applied, we can harness the true power of now."
Below is a visual of what Moody is saying.
Notice the interaction decay that happens when we only focus on big cultural moments, "lightning strikes," as Moody describes them:
But look at the interaction when you approach social as "solar power." You offer a more purposeful presence:
While everyday moments may not be as sexy -- they are more meaningful than "lightning strikes." They also enable us to charm the audience, and even influence what they'll tune into each day.
Grow beyond only the big events, the big moments that play out in the social sphere.
Ask your team how you can harness and capitalize on the energy of everyday moments with the audience?
Learn the art of being opportunistic and nimble.
Understand what people care about and then build a better voice through social
How are people talking about your station? The music and the artists you play?
There's a wealth of data in listening but we need to show up -- every day.
Reach out to me anytime on Twitter @lorilewis.
Please enjoy MERGE archives here.