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Be So Good They Can't Stop Tweeting About You
July 18, 2017
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In the past 9 years (or less) that brands have been using social media - some have gotten better with responding to fans, and even jumping in on conversations.
Yet there are still too many people going unacknowledged. And with that - could stations be inadvertently creating missed listening occasions?
Study after study shows that acknowledgment in the social space translates to satisfied experiences that in turn lead to higher word of mouth recommendations.
And for radio - even more listening.
As you may recall Jacobs Media's Techsurvey 13 revealed 3 in 10 of radio's "P1s" say they tune into a station more often that interacts with them socially. (And that number continues to rise among Millennials & Gen Z.)
This space needs more realness.
Consider the most recent study commissioned by Sprout Social.
The goal was to find what 'users' feel is "cool."
And tied with sharing video clips on social - responding to the audience is very cool:
And right below "responding to questions," look what else is "cool."
Two thirds of respondents like when brands join conversations on social media.
But, approach this tactic with caution - it takes skill.
Here's an example of what joining conversations can look like from DiGiorno Pizza:
Joining conversations is risky so be sure that it makes sense. Not every conversation is opportunity.
Here's how to start honing the skill of 'jumping in.'
Get Familiar With Search
It's actually very entertaining to search "radio" on social platforms.
Especially Snapchat - we can watch how people use our stations.
Search should be in your weekly marketing tactics arsenal.
Listen
The next best thing to search is reading what the audience you're actually following is talking about. Pay attention to your own Timeline. It's a great way to create those 'Holy Crap' moments we often talk about.
Commit
Carve out a small amount of time each week to read what the audience is talking about.
Air check
Help each other. Practice responding - offline. Ask someone you trust to "air check" your practice "jump ins." Practice makes perfect.
Being in the moment can have a bottom-line effect.
You'll find an increase in your brand's positive reputation, a boost in fans sampling you, and more recommendations to their friends because you were so good, they couldn't stop tweeting about you
Thanks to @OffEric for the heads up on DiGiorno's tweets.
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