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10 Things Every Great Brand Will Do Socially In 2017
January 3, 2017
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With the New Year comes a clean slate.
We get to evaluate past workflows, and perhaps refine and reset for greater success.
While we're conditioned (and rightfully so) to do just that for the "mothership" (the FM/AM stick), we often overlook other areas like the social space.
Below is Clean Up and Tactical 2017 check list to consider.
Go ahead and print this out. Keep it close by. This will help ensure we're creating measurable (and memorable) impact.
Passwords
Collect and store all passwords on one document.
The station's Program Director, Operations Manager, Digital Dir. and Market Manger should have this.
And when a member of the team leaves, have the wherewithal to change passwords and update document.
Facebook Admins
There's a difference in being an Admin and an Editor.
The only people that should be Admins of each station's Facebook page are the Program Director, the Operations Manager and the Digital Dir.
Everyone else must be an editor. Editor has the same ability as an Admin except they can't delete the page.
Verify Accounts
While Twitter explains the details you want to pay attention to on the Request a Verified Badge page, make sure you classify your account as business - not personal.
An official email address must be attached to the account - meaning an address that ends with your company or station name. Gmail, yahoo type emails are typically not accepted for verified accounts.
It is vital you spell out who you are.
Submit 2 or 3 web links that prove you are who you say you are.
They can be jock webpages, articles written about you, LinkedIn profile, etc...
The bio space is critical.
Talent: Your jock webpage and station url (or station handle) must be in the bio and/or web link area.
Here's one example:
For stations: Make sure the station's url is in the web link below the bio.
Profile and cover photo must be in place.
Profile photo must be a photo of you. (Don't use your Snap code as a profile photo.)
For Facebook - again, a profile/cover photos must be in place.
A verified phone number and website must be on your page.
Make sure your page is categorized as a Radio Station:
Submit a copy of the station's Article of Inc. Your Business Mgr. should have this.
And submit three urls about your station. It can be the station website, articles on the station, etc...
You can submit to Facebook every 30 days. So if you fill this form out and they deny - set up a Google alert to submit again in one month.
Rent/Own
Use the assets we "rent" (Facebook, Twitter, etc...) to strengthen the assets we "own" (Mothership FM/AM stick, website, app, etc...).
All stories shared socially must pull people into your digital assets. If it's an exclusive or breaking story - put the headline on your site and with proper attribution, send people off to the content's original site.
"Mothership" Comes First
When you are on the air - you must use the radio station's Facebook, Twitter, Instagram and/or Snap account. No exceptions.
Neglecting the station's social accounts will take a subtle toll on the brand.
Follow Copyright Laws
Just because it's on the Internet does not mean you can use it. Ask around your company - find what solution it has for the use of images.
Transparency
The FTC requires all paid social communications are clear that money (even if value added) was exchanged. Words like ad, client, sponsored or powered by are sufficient.
Help Fans Find What They Love; Discover What They Will Love
Quality, Not Quantity - The quest shouldn't be just to post or tweet. The quest is to elevate excitement for the brand.
Study what triggers (and what does not trigger) reaction. Do more of what people respond to and stop doing what they don't "touch;" meaning like, click, share, comment, on the content.
Personalizing Acknowledgment
Every Person Counts - We don't pick and choose who gets a response.
Everyone gets a 'tip of the hat' to allow the audience to feel seen, feel important.
Creating 'Holy Crap' (cool, unexpected) moments
Share your access. Whether it's to artists, tickets or your undivided attention - this is what the social space is all about.
Bethany, a fan of 102.3 The Wolf/New London, would complain on the station's Facebook page about not winning concert tickets.
Rather than ignore Bethany (as too many stations will do), the station turned her complaints into a 'Holy Crap' moment.
If you remember anything about social it's this:
Many mistake social for volume when in fact it's about differentiating.
Remind the audience they are an elemental part of the brand by never missing an opportunity to be good to them.
Here's to 2017!
Reach out to me anytime on Facebook, Instagram, LinkedIn or Twitter.
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