Your Radio Station Talks About Social Media Too Much (And Not Enough About This)
April 12, 2016
When talking to radio stations, they often ask me how they can "do social media better." They usually want to know how they can get more likes, retweets, comments, fans, and followers.
What is the impact of a retweet on your radio station's bottom line?
To "do social media better," it's important to understand where it fits into the overall scheme of things. While social media does a lot of things -- lets you interact with listeners, reinforces your brand, etc. -- the most actionable, quantifiable thing it can do is drive website traffic back to the content on your website. Here, you can encourage listeners to do any number of things, such as sign up for your email list or enter a contest.
This short video explains:
It's important to recognize that social media is only one of three channels you can use to drive traffic back to your website. The other two are search engines, like Google, and your own airwaves.
You already spend a lot of time thinking about your airwaves, so let's focus on search engines for a moment. Most radio stations are ignoring this channel.
That's a big mistake.
Search engines can drive an enormous amount of traffic to your website. In fact, if for some reason I were forced to choose between those two promotional channels, I would always opt to focus on search engines over social media. Social media can produce sudden spikes in website traffic when a piece of content goes viral, but it can't be relied on to produce steady, day in and day out traffic. On the other hand, once your content starts showing up in search engines, it consistently drives traffic back to your website; search engine traffic is not as erratic as social media traffic.
Moreover, optimizing your content for search engines carries less downside risk than social media. A poorly worded tweet from a high-profile DJ can do a lot of damage to your station's reputation. It would be difficult to inflict the same type of damage through search engines.
Search engine optimization (SEO) is the art of getting your website content to show up in the results of search engines like Google. While SEO is a complicated field where deep expertise can be useful, you can get a lot of mileage out of some basic steps: Create lots of content, give your blogposts good titles, use subheaders with keywords, tag images properly, and include a few links. If you take these simple steps consistently, after several months you could see a notable increase in web traffic.
So stop focusing on social media to the exclusion of other important components in your digital strategy, like search engine optimization. It's important to understand how all of these pieces work together to form a coherent plan. Only once you do will your digital strategy impact your bottom line.