Radio's Relevancy Is In Your Hands
February 9, 2016
Experiencing live events today means partially paying attention to what's happening while visually documenting and talking about it via social on our mobile devices.
Look at the recent social chatter around Super Bowl 50.
Facebook captured 60 million people joining the Super Bowl conversation, creating 200 million posts, comments and 'likes.'
Instagram noted 3.7 million photos were shared with "#Superbowl."
Snapchat hasn't released any Super Bowl 50 engagement numbers, but Gatorade, one of the many smart brands that used the app on Sunday, tweeted that they received 100 million+ views during the big game.
And Nielsen Social's Twitter TV ratings report 3.8 million people composed 16.9 million tweets (up from 16.1 million last year).
So how do we transfer that kind of passion the audience has for using social during live events and tie it back to our brands?
Always offer the following:
Being in the moment is so much more than just pushing out your thoughts or asking questions. It's about actual exchange between the brand and the fan.
Showcase their gifs or thoughts, too. It's not all about you.
Fans crave it. Think past ordinary. Everyone should feel like they had a personal moment with you.
Earn the reputation that your brand is known for grabbing those unpredictable moments that people end up talking about the most.
Remember Leonardo DiCaprio's face when he was unknowingly in Lady Gaga's way at the Golden Globe's earlier this year?
Build excitement around your brand by always giving the fans share-worthy content.
Pay attention to, and participate in what's trending. But don't force it.
Example, if chatter around the Grammys is mixed - love and hate, create a pole to blend in.
Here's a visual mockup:
Feel the vibe of your News Feeds and Trending Topics.
Whatever is going on - emulating fan behavior is the best way to blend in - in order to stand out.
It's been said here before that just because social is free, does not equate it to being easy. There is nothing simple about cleverly and consistently communicating as a real time social brand.
But as social continues to evolve their platforms and the role they play in the daily lives of consumers - especially during live events, they are looking for ways to chip away at traditional media's stronghold as a companion and information source.
We must be evolving, too.
When we're not where our audience is via mobile, social and live events - we're giving them permission to form loyalties elsewhere.
Radio's relevancy is in your hands.
Embrace that our audience is toggling their attention between various touchpoints during live events, and focus on elevating the experiences they can have with us - everywhere.
Reach out to me anytime on Twitter @lorilewis.
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