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Why Your Social Media Isn’t Working
August 3, 2021
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Radio has some of the most active and loyal fans, but all too often we underestimate the impact we can have on their day-to-day lives, especially in the social space.
We tend to spend more time on superficial levels – touching them in bulk with random questions like, “What’s your favorite State Fair food?”
And even if those types of empty, forgettable transactions “got 1.2k comments!” How did you capitalize off 1200 people?
What depth of connection and retention does that create in the building of a sustainable, enduring brand?
It takes care and consistency in content to drive fan interest and conversion to create an impact on ratings and revenue.
But that mindset won't be fully embraced until we stop looking at what fans can do for us and rather what we can do for them.
Don’t turn your brand into a commodity, something fans can get anywhere else, because “there’s no time.”
It just takes better systems:
Hold Yourself to More Effective Measurement (KPIs) on Engagement
- Conversation – How often do fans get an actual back and forth with the brand or talent?
- Connection - How many moments can you screenshot each week where you did something huge like a “holy crap” moment – an unexpected cool experience or smaller moments like helping them with an answer – lifting them up. (It’s the little things that often matter most.)
- Community – How are you using social to create a place for fans/ like-minded people to get together to talk about what’s happening in their lives and even locally?
Come at Content from the Audience Point of View
- Never assume what we're doing has inherent value. Pay attention to audience signals.
Do You: - Teach, inspire, or entertain?
- Help people feel empowered, included, or relatable?
These are just a few ways to shift the mindset and see how social media growth comes from placing the focus back on the fans.
There’s a quote from Howard Schultz, the former Starbucks CEO where he admits Starbucks lost its essence around 2006 by solely focusing on growth and straying from "serving one customer at a time."
"A well-built brand is the culmination of intangibles that do not directly flow to the revenue or profitability of a company but contribute to its texture. Forsaking them can take a subtle, collective toll."
That’s the essence of social media.
Let us know how we can provide guidance and help refine your approach to social media: lori@lorilewismedia.com.
Reach out to me anytime on Facebook, Instagram, LinkedIn or Twitter.
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