Sack Your Morning Show Producer ... And Hire A Social Media Morning Show Producer
September 10, 2013
I've often wondered what value morning show producers really bring to a show.
I've written an article previously where I ask the question whether they are indeed "producers" or simply 'coffee makers'.
If we are honest, even the best 'producers' don't really impact strategically on the output let alone from a social media perspective.
How much attention and time does your current morning show producer give to social media? If the extent of their efforts is a once-daily 'Coming up on today's show' status update, it's time to consider the potential benefits of hiring a social media focused producer to drive your team forward.
A producer who specialises in social media will:
- Help maintain and expand your station's social networking presence
- Help drive traffic to your website
- Promote content using various social/viral strategies
- Develop relationships and engage with target audiences
- Deliver ratings and revenue in a socially driven world that equates to driving more P1 listeners.
This is just the start. Writing in 'Smart Social', Loveneet Singh highlights the seven traits of a social media specialist. He says an SMS...
- Stays On Top Current Trends
- Understands Analytics
- Has Proven Expertise
- Knows The Importance Of Social Media
- Is 100% Dedicated To Your Social Media
- Makes The Competition Envy You
- Will Catapult You Ahead Of Your Competitors
While not all Social Media Specialists are alike - just as not all PD's, Producers and Talent are - there are certain characteristics that make hardcore content producers who they are.
In his article 'What Makes Social Media Producers Tick?', Walter Lim groups these characterstics under the term 'The Five O's Of Social Media Content Producers'. What's interesting about the following list is that it encompasses everything a breakfast producer should be, plus some...
- Obsession -- True social media content producers love to tweet, blog, email, or jot down little notes of wherever it is they do, 24/7.
- Observation -- Social media producers have a keen eye for the smallest details - a funny signpost, a peculiar person walking on the street etc.
- Obstinate -- Bloggers occasionally model themselves as champions for alternative preferences. Many also have a strong and distinct point of view. This generates controversy and 'talk'.
- Oracular -- As opinion leaders and shapers, social media producers love to offer opinions and insights on any situation they report on.
- Other 8 Hours. -- Most Bloggers, YouTubers and Tweeters are doing these things on top of their regular 9 to 5 jobs. The key drivers for them are passion and interest... key attributes of a great morning show producer.
A social media morning show producer must obviously also have a demonstrated successful radio broadcasting achievements, or do they???
Does it really matter?
Surely there are enough other people on your team that have that.
In Australia, PD's actually "produce ' morning shows in that they are part of all the planning and prep and sign off on the next day's show. They are also in the station at 6 am ..............!
So again, at a time when things are tight....does the traditional morning show producer add value?
Let's look at what they could do.........then divide these duties up amongst others (including the on air talent). Now in 2013 most serious morning show talent are content generators anyway!
HERE'S A LIST!
- Searching for ideas
- Editing calls for best content
- Forward planning
- Show timing
- Sense of the Day
- Booking great guests
- Keeping talent happy
- Managing interns/support
- Daily show prep
- Social media
- Knowing the market and audience
- Good online-viral vid/audio
- Helping music sells-strategy understanding
- Getting callers on air
- Reflecting on own show
- Helping to implement PD feedback
- Off air marketing
- S&P/Integration ideas
- Staying an upbeat influence
- Directing the talent within show
- Identifying good topics
- Helping teasing
- Understanding what's happening on the station
The fact is the old style producers don't even cover off this lot.....and watch them dive for the door by noon!!
If you have a lot of fans, success can be faster and greater.
In many markets, SOCIAL MEDIA BASICALLY RUNS THE MORNING SHOW! Online communities drive the content, engaging with listeners through interaction, stunts etc.
If "Listen, Watch and Share" are the 3 pillars for growth, you should reassess the value of "old time" producers in 2013.
MeerSocial Co-founder and Content Director David Tubbs highlights seven things you should do and ask when looking for a social media producer or consultant ...
1. Run away from gurus, divas, ninjas, or [insert silly title here]
2. Make sure they tell you exactly what you're getting for your money
3. Check as many of their references as possible
4. Review their social media holdings
5. Ask which social network is their strength
6. Smack them if they tell you to be on every social network possible
7. Ask them why they like using social media
... will you be looking for one now?
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