Paragon’s Michele Tharp dives into “social media overload” in this week’s Programming To Win column. With so many digital options to connect with your listeners, what is the best path? Tharp suggests that stations continually analyze and evaluate how to use social media options and have a cohesive, content-centric plan.
By Michele Tharp, Marketing & Digital Strategist, Paragon Media Strategies
Michele Tharp
Facebook, Twitter, Google+, Foursquare, Tumblr, YouTube, LinkedIn, Flickr, Instagram and the latest sensation, Pinterest. Whew, it seems that every day a new social network pops up. In fact, there are more than 200 well known social networking websites on the internet. With so many choices, this can ultimately leave the consumer overloaded, fatigued and confused. Being a marketer, I can sympathize as many questions arise: Which platforms should we engage in, how do we engage in these new platforms and how do I connect the dots?
According to Nielsen’s “State of the Media: The Social Media Report,” social media account for 22.5 percent of the time that Americans spend online, compared with 9.8 percent for online games and 7.6 percent for e-mail. Between 2010 and 2011, pieces of content shared weekly on Facebook grew from 3.5 to 7 billion, and the number of companies using blogs for marketing increased to 39 percent (with 43 percent predicted for 2012), according to Search Engine Journal. Twitter sees 230 million tweets per day, up 110 percent from the beginning of 2011. This volume of tweets translates to about 5 billion a month, or more than a billion a week [Media Bistro 09.2011]. That is a lot of content and engagement.
How does a radio station navigate social media so your listeners are engaged, not overwhelmed?
Re-evaluate: To succeed in the ever-changing world of social media, companies will need to engage even more strategically in this space. You must continually analyze and revamp your Social Media strategy: get to know where your target audience is, what social networks they are using and how and why they use them. Wait six months to update your social media strategy and the world of social media has already changed.
Cohesiveness: Try to maintain the integrity of your overall station strategy and brand. Social Media, promotion, and on-air programming should all support and integrate with each other creating a “Marketing Solution.” Recognize that each platform has its own unique features, tools and demo. Your combination of efforts will be determined by what kind of a station you are. Your target demo will determine “where” you are and “how” you are there. And don’t forget to cross-promote.
Content is King: Customers are beginning to demand a more useful and beneficial approach to engagement. Keep your content fresh, relevant and even inspiring. It must be able to capture people’s attention instantly. The new generation of consumers is restless and short on attention span so creativity is needed to make a meaningful impact. Video is still the leading driver of page views and openings of tweets and Facebook links.
Control yourself: Just because someone likes your station doesn’t mean they want to hear from you every 15 minutes – so be smart, and thoughtful. Don’t produce a fire hose of engagement and content because your listeners will drown. Social media should come in drips and should always taste great!
Be Creative: Try new things and track results. But, be realistic about your expectations. What works for your neighbor may not work for you. Know your audience, listen to your audience and give them what they want.
Many years ago I was a Promotion Director in local radio. Even 20 years ago, radio was the king of audience engagement; we just didn’t call it “social media” and we didn’t have the rocket thrust of digital technology. Today, radio is the perfect medium for maximizing social media engagement.
Specializing in Social Media Marketing, Brand Awareness and Community Building, Digital Platform and Website Development. Michele Tharp’s consulting clients include CBS Radio News, TheBluesMobile.com, and Public Radio Program Directors (PRPD). She can be reached at MTharp@paragonmediastrategies.com.
