Size Doesn't Matter, It's Caring That Counts
May 3, 2011
This past weekend, I had the privilege of speaking at the All Access Worldwide Radio Summit about how radio and social networking work together. Among the panelists, moderated by Alan Burns, Leslie Fram of WRXP/New York had a breakthrough example of how her station secured a buy from The History Channel by leveraging their on-air and social/digital channels. Additionally, Jim Kerr of Triton Digital touched on how his company continues to increase the social aspect of the products they offer radio.
I then followed all of the panelists with takeaways about what stations should know about social media before simply taking ideas and running with them. The behavior and best practices behind each channel is important:
One of my slides simply pointed out an important concept about social media:
"Size doesn't matter, it's caring that counts"
It doesn't matter how many 'Likes' you amass if at the end of the day you demonstrate that you just don't care.
A lack of follow-through and engagement sends a clear message that your brand is out of touch with its customers. It's often harder for us in radio to wrap our minds around what is called 2.0 - open dialogue - because on the air, we broadcast messages. We talk, you listen.
But social tools such as Facebook, blog comments, etc. ... function as two-way dialogue.
I presented some of the thread pictures below during this panel and I not only wanted you to be able to see these crucial comments yourself, for those that were there watching, some of these comments will be a great reminder of the panel.
AT&T, one of the biggest global brands, demonstrates a careless approach to social media and conversation with its customers.
AT&T's specific status update already starts out as forgettable. They are not serving a deeper need. Instead, it's a typical ad, as most Facebook users call this type of messaging.
As you read the comments, take them to heart. Consumers are getting more and more articulate and bold with the brands they interface with:
This comment speaks to the importance of defining marketing and communications goals in social media channels:
And then there's this one. Listeners say this about radio stations as well. Too often, stations simply push out their messages, rather than considering what it's like to be a customer:
This one sums up the disconnect and is the type of comment that you would hope you don't see written on your Facebook page:
And finally, it's not just digital and social media strategists that encourage you to demonstrate that you care by responding. This AT&T customer knows when there's an obvious lack of caring:
Where is AT&T during all these comments? We now live in a world where consumers have a voice. They have become accustomed to speaking their mind, raising their voices to both compliment and question your brand.
Brands limit the opportunity to sustain audience loyalty when they're not present, and when they demonstrate over time they don't care. Radio's core audience is just hoping that stations' social sites serve as the bridge between them and the brand.
Great brands offer mutual help and nurture relationships ... through all channels.
What people say about our brands, and how we respond to them - or chose not to - will either build up or chip away at our brands equity.
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