Seek To Resonate, Not Just To Be Seen
February 23, 2016
Technology is making our lives move faster, sometimes more complicated, and our thoughts and actions less private. At our radio stations we can get lost in the frenetic energy of each day and forget that the greater purpose is to serve the audience.
And that applies to the social space, too. Serving and creating content with real "currency" seems to get neglected in favor of radio DJ selfies and prize wheels.
So if we're going to be serious about building brand strength, we should be more disciplined.
Content has to have "currency" - literal currency, like an offer of real value or emotional exchange.
Snapchat, while elusive for some - is really a great app to teach yourself how to create that "liquid content" that can help make your brand more memorable on the other platforms.
Perhaps it's the rawness and real time nature of Snapchat that's drawing more and more 18-34 year-olds to it. But with every social app - before you jump in - remember to think of your message as content and not interruption.
Use KRBE/Houston as an example.
The focus was how to make Snapchat matter during the GRAMMYs. And rather than the "look at us backstage at the GRAMMYs" approach, they gave the audience something cool of value by "snapping" artists' autographs that were backstage with them:
(L to R; Tori Kelly, Charlie Puth)
(L to R; Zendaya, Alessia Cara)
KNBR/San Francisco also "snaps" autographed photos of sports stars. They did this during Super Bowl 50, and most recently at "KNBR's San Francisco Giants Fan Fest" event:
(L to R; Joe Panik, Hunter Pence)
WUSY/US-101 Chattanooga's StyckMan uses Snapchat in a unique way. He's constantly creating (very funny) contests on the app. StyckMan's approach keeps you engaged, anticipating the next one.
The contests are far from ordinary.
The example below is where you had to guess who the Country artist was:
Styckman incorporates a lot of audio into the contests, and drives people back to the "mothership" to listen for the correct answers.
There's also Kristina from 93MYFM/Chicago.
Kristina is so real - pulling the audience into her life each day. What's fun about Kristina is that she creates content the audience craves - stuff they can relate to.
Connectivity isn't the end in and of itself - It's what that connectivity brings.
How can you resonate in the hands and the hearts of the fans?
The best thing about social is that we can always do a reset and refine our approach.
Consider the following tips on becoming an even better communicator.
Embody A Certain Honesty
Visually feed what people believe you are. Never stray from the values and essence of who you are in the lives of the fans.
Commit to visually elevating the already built in excitement over you and the station.
Emulate Fan Dialogue
It's a delicate balance when humanizing a brand. You must have the sophistication and business sense to remember you're speaking as a brand.
But follow in the footsteps of the audience and stand out by blending in.
Seek to resonate - not just to be seen.
Many great radio programmers talk about "surprise and delight" on-air; do that socially, too.
Join me on Snapchat by adding "lorilewis." It really is a great app to teach you where social communication is going.
Reach out to me anytime on Twitter @lorilewis.
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