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If Social Is Going To Correlate To Higher Ratings, Real Effort Is Required
November 28, 2017
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We see it happen from time to time - radio stations interacting with artists, sharing access socially. One of my favorite moments was doing a Twitter Live Video Q&A with Brantley Gilbert here in Detroit with WDRQ.
.@BethBgnation #askbgonnash pic.twitter.com/ZyRGKSPZTA
— NASH FM 93.1 Detroit (@NashFM931Det) November 8, 2016Through an exclusive app Twitter sent over, we had Brantley reply to tweets via video on the station's account. Seeing him reply elevated the excitement for the fans.
And it enabled the station to give fans what they really want - access.
But these moments seem to be few and far between.
Until this morning -
It was cool to stumble on two very different radio stations, sharing access and creating a moment between the fans and each artist.
KSCS/Dallas had Brantley Gilbert take over their Facebook Page (clearly he gets being in sync with radio and the fans).
And over on Twitter, Gwen Stefani, on her own social assets, in front of her fans - can't get over hearing her song on the radio:
This was seamlessly set up between Stefani, KOST APD Brandon Bell, Afternoon Talent, Mark Wallengren, and Mark's Producer, Maggi Mayfield.
Wallengren called it "a bit of Christmas magic."
And he's right.
These moments are magic and should happen more and more.
But it takes modifying our thinking - less over what the audience can do for us - and placing greater focus on sharing access.
When we do this, our stations begin to consistently offer emotional benefits fans simply do not get from radio's digital competitors.
And sharing access can have a positive bottom-line effect, too. Clients want to be attached to good will and great reputations.
The next time you're at a station event - take a photo of fans of the radio station.
Frame it, pin it - place the photo(s) somewhere as a reminder, it's not about us.
You'll come to see that as you gain a real handle on the essence of social - consistently reminding others they matter - going out of our way to create 'holy crap' moments, we'll find an increase in our brand's positive image, and even a boost in fans sampling the station.
Reach out to me anytime on Facebook, Instagram, LinkedIn or Twitter.
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