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Radio Talent Often Has An Energy Greater Than The Radio Station Itself
March 1, 2016
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When the news broke on the passing of Charlie Tuna, the sadness instantly became a nationwide trending topic in the social space - a radio pioneer had passed.
Charlie left a sea of memories among radio insiders and fans. The beauty of social during deep sorrow is the sharing of our own stories and reading others.
And watching Charlie's name trend nationally for hours served as a reminder of his incredible legacy and the value of radio talent - why they matter.
Let us never forget what radio talent can do that the pure plays and other type distractors to our industry cannot. We have talent - whether live, voice-tracked, or syndicated - that have the opportunity to make fans feel something every day.
But building loyalty equal to that of what Charlie Tuna earned over his decades of broadcasting takes a skill set that you must be committed to.
It requires:
Knowing Who You Are
We are often defined by our actions - not our words. What is it that you do each week - with the audience - that defines how you are remembered?
Fulfilling The 'Jobs' Fans 'Hire' You To Do
This is the mindset of Harvard Professor, Clayton Christenson. The 'jobs-to-be-done' framework is a tool for evaluating what problems need to be solved.
For radio and its talent, what are the 'jobs' fans 'hire' you to do when they turn on your station? And when they 'like' you on Facebook, follow you on Twitter and Instagram or even add you on Snapchat?
It's important to key into those 'jobs' and carry out the expectations.
Respecting People Don't Want To Be Sold; They Want To Feel Welcomed
We all want to feel a part of something; that we belong. Find ways to do anything besides your "caller 10" type content agenda. Even if it's the most simple:
That's a great example of visually pulling fans in and allowing them to feel a part of what you do. But don't always make it about you.
Involving The Fans
Pulling fans in means embracing what they have to say. This relationship on-air and via social can't be one way. Nobody likes a conversation hog, right?
Seeing Beyond A Tweet; Seeing a Person
Every person counts. Respond to everyone. It strengthens trust and loyalty.
Giving The Audience More
Go beyond the ordinary "thanks for listening;" offer something more meaningful.
The greatest way to spend your time, on-air, and on social platforms, too, is to make people feel something.
Creating 'Holy Crap' Moments
Initiate a more personal fan experience. It confirms their reality and connection with you.
And the effectiveness of touching one fan at a time is oftentimes one of those 'small things' we remember most:
(Elvis Duran, National Syndicated Talent)
(Adam Bomb, National Syndicated Talent)
(Randy Dennis, WWIN/Baltimore)
(Robin Roth, 91X/San Diego)
(Andy Green, Dave & Chuck the Freak Morning Show WRIF/Detroit)Understanding what it takes to build and sustain a fan base is critical as more and more of us walk around with the Internet in our pants.
It's making us addicted to distraction; which is making it even tougher for brands to stand out.
So as we move on with our careers in media, hacking our way through a very different landscape - allow Charlie's legacy to recharge you - and maybe even reset:
As talent - use your time wisely.
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