Don't Sell Your Radio Station's Social Media Posts
June 28, 2016
Recently, a radio broadcaster asked me whether or not she should include the hashtag "#Ad" in the station's social media posts when they are posted on behalf of a paying client.
In other words, which is better?
"This Sunday, The Mattress Showroom on Pine Street is having a huge blowout sale!"
"This Sunday, The Mattress Showroom on Pine Street is having a huge blowout sale! #Ad"
Trick question. They're both bad.
I don't want to see either of the posts show up in my Facebook or Twitter feed. The fact that your station includes an #Ad hashtag doesn't make me any less likely to unfollow it. Spam is spam, and labeling it as spam doesn't make it any less spammy.
Your radio station should not be selling blatantly promotional social media posts to its clients. They won't produce results for the client, and they will only annoy listeners. It's a lose-lose situation all around.
Instead, your radio station should incorporate social media posts as part of content marketing campaigns for clients. Create a piece of sponsored content that will interest your listeners and post it to your website on behalf of your client. For example, for The Mattress Showroom, you might create:
- Are You Getting a Good Night's Sleep? Take Our Sleep Quiz
- 5 Signs That You're Getting a Bad Night's Sleep
- 5 Reasons Why It's Important to Get Enough Sleep
On this website content, incorporate mention of The Mattress Showroom's sale, either in the copy or in an adjacent ad. Clearly label the post as sponsored content; the goal is not to deceive people.
Now, instead of blasting a spammy advertising message to your listeners on social media, share this piece of content. Sure, many people may ignore it, but they won't be inclined to unfollow your station the way it would if you were posting an intrusive ad. The people who do click on the link to read your content have indicated that they are interested in getting a better night's sleep, and are therefore more likely to go to The Mattress Showroom's sale. This is a win-win.
Social media posts for advertisers that don't use a content marketing campaign are likely to backfire. By pairing your station's social media posts with content, you are much more likely to make both your listeners and your advertisers happy.