Your Social Assets Should Be The Cure For Boredom
January 12, 2016
We're operating in a time where living on our mobile devices has left us addicted to distraction. You see people on their smartphones in public all the time; for no particular reason, just something to do.
And while there are only so many articles we can read, video games we can play and selfies we can take before we get bored, we're not getting off our phones.
In fact we're spending more time with mobile devices today than we are watching T.V.
The bulk of that time spent on mobile devices is on social: recording, posting, tweeting, sharing, commenting, liking - documenting our lives, and lurking.
But we are "scrollers," too.
We are scrolling so fast to ease our boredom, how do brands even have a chance to stand out?
Focus on building a reputation worthy of a pause while scrolling.
Here's how you start.
The potential of social media is not in building an audience - it lies in building comradeship.
The easiest and best way to resonate is to become known for responding with flair when people reach out to you socially. Replying with real words that make people feel seen.
Interplay comes in all kinds of forms. From "snapping" fans individually to following them back so you can see what they find interesting (besides you) on Instagram and Twitter and acknowledging that.
Genuine interaction is what they remember most - and tell their friends.
It's time to assess your content, seriously.
Your goal is to be the cure for boredom and "pause the scroll" - but not with stuff like this:
It's not wrong to use social for extending promotional reach - it's wrong when we're not interesting while doing it.
Think of it this way - because the bulk of the social fan base is looking at our posts, tweets and snaps on their mobile device, we are literally talking in their face.
Think of how close people hold their phone to their face.
Then think about what it must feel like when your favorite radio station spams you - in your grill. Fans are looking for more than a virtual Herb Tarlek.
Own who you are - pique our curiosity with unpredictable moments. Be vulnerable when moments truly move you:
The best way to gauge to whether or not you're pulling off intrigue each day is if your content triggers reaction from someone.
When you're getting ready to tell me something - share it from an angle that no one else has.
And leave room for curiosity.
Not as in click bait - but as in don't tell the entire story. The way that WHQG/Milwaukee shared the story of the Playboy Mansion being on the marker was great:
Social posts and tweets that resonate develop muscle memory among fans. Brands that do well in this space have mastered that.
As I've said before - just because social is 'free' does not equate to easy. There's a real art to standing out - especially in this "scrolling economy."
Your station's social assets need to be the cure for boredom. And it starts with working on your reputation; how you make people feel is what they remember most.
Reach out to me anytime on Twitter @lorilewis.
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