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It Defies Logic To Suggest Social Can't Move Ratings - You Just Need To Be Memorable
November 15, 2016
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It's such an interesting time to be in radio right now. We are no longer confined to audio.
With tools like Facebook Live and Periscope, we are visually interacting in real time with the audience.
But in order to earn the trust and reputation needed to be memorable, it takes creativity and discipline to always come at content from the consumers' point of view.
Live streams are so much more than showing us what your radio station remote set up looks like (look at the prize wheel!) or watching your feet rest on the control room console.
Consider how Scott Jameson, VP/Classic Rock - Cumulus Media & Program Director KQRS - Minneapolis, and his team recently used live streaming.
On Veterans Day, KQRS aired a "Military Takeover." Local vets came to the studio to share a story and play a song. To complement the on-air takeover, KQRS used Facebook Live to put a face on the vets.
They did this every hour with a different veteran each hour.
And while the tens of thousands of Facebook Live views were nice, it was the thousands of "Thank you for your service" comments during the live streams that choked everyone up.
To help put the growth of social live streaming in perspective, check out this infographic deep dive from BRaVe Ventures and Brightcove.
Social live streaming is where you want to be right now. But don't live stream just for the sake of it.
Have a plan.
When done well, live streams can:- Boost brand perception
- Excite fan expectations
- Create listening occasions
Which in return:
- Stimulate revenue
- Extend reach
- Build on the brand's long-term health
No doubt the KQRS team reached their goal of using on-air and social to make an emotional connection with the audience on Veterans Day.
And while there may be no tangible proof using social in a meaningful way increases ratings, it defies logic to say it does not.
Your brand is literally now in the hands of fans. At any given moment, you are inches away from their face as they watch you on their device.
Be careful with that privilege.
Be useful.
Do something interesting.
Social live streaming is only getting bigger.
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