This Week's Merge: With Brands, As In Life, We Teach People How To Treat Us
April 20, 2016 at 2:31 AM (PT)
CUMULUS and WESTWOOD ONE VP/Social and MERGE author LORI LEWIS writes, "Understanding what your audience is doing when they're not listening to you is critical as we look for ways to be a part of their daily lives.
"We talk a lot about acknowledgment – responding to fans on social platforms. Making sure the audience feels heard; reminding them that they matter.
"But there’s actually another 'a' word that's just as critical: Access
"The social space has opened up a world where fans no longer want to sit back and consume us – they want to participate, share, and be closer to the action.
"And part of recognizing that requires an understanding of how the core tenets of brand building and fan development have changed. It’s less about superficially touching fans in bulk (caller 10 type contests) and more about this:
"Creating ‘Holy Crap’ Moments for fans - one at a time.
"Never underestimate the power of the personal touch and the work that must go into anything for it to scale.
"Never miss an opportunity to be good to fans.
"Read more in MERGE which is designed and written to help assist the radio and record industry in the social and digital space."