Your Radio Show Is An Enterprise That Should Always Be On
August 11, 2015
Facebook is the latest social platform to get into live streaming. And while their live streaming feature is only for national celebrity types right now -- no doubt they'll eventually open it up to everyone.
So with Meerkat, Periscope, and eventually, Facescope, (not really the name), what does live streaming mean to your brand?
When emerging platforms earn the level of chatter that live streaming apps have, it's your opportunity to show up and play around with it - entertain the portion of fans that are early adopters. That simple act alone offers a sense of realness to your product -- something critical for brand-building in the 21st century.
While many stations and talent have been on Meerkat or Periscope since April, if you're new to it -- don't be afraid.
Time to jump in.
The best advice is to find colleagues that are using it and allow them to stir your own creative.
Colleagues like the talent at America's Morning Show. Blair Garner and his team use Periscope to visually pull the audience in. At any given time, you'll find hundreds of fans firing up their live stream -- just to see what the cast will do:
And another colleague, Blaine Fowler, morning host on WDVD/Detroit, makes it a point to respond to viewers when they start his Periscope broadcasts.
Here's an example where Blaine was doing a "True or False" on-air feature. Those listening could play along over the phone, and those watching via Periscope could play, too, with Blaine and his team acknowledging them:
As I experience other moments via live streaming, one thing is clear:
Allow the viewers to influence the broadcast.
Create shared experiences in this space. It can get self-indulgent and boring if the audience is just sitting there watching you broadcast live.
Make it raw and real.
Create impact by offering:
- Access -- What does the audience crave that you can surprise them with?
- Acknowledgment -- Pay attention to those joining the broadcast and those trying to interact with you.
Be careful you don't live stream just for the sake of live streaming. Determine what is of real value to the fans.
The power of real-time visual keeps the fans connected to you - especially when they aren't listening. It's just a matter of hacking our way to discovering what the audience responds to -- what they find interesting.
My suspicion is that live streaming would be even more intriguing when you're not on the air. That means showing them "real life" moments when you're not so polished.
Your radio show is no longer a day part -- it's an enterprise that should always be on.
So have fun and be experimental.
We're not always going to hit it out of the park, but we'll get closer every time we put ourselves out there and learn along the way.
Reach out to me anytime on Twitter @lorilewis.
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