In this week’s column, Mike Stern suggests that in this hyper-connected world, we all experience a heightened “fear of missing out” on some event happening somewhere else. How can radio create that emotion in its listeners? Stern argues that radio is uniquely positioned to give listeners a sense that they are missing out on something special.
Mike Stern
By Mike Stern
Recently I was invited to a friend’s birthday celebration scheduled for 9 o’clock Friday night at a nearby bar. I had every intention of going but after a stressful week of work and too much spaghetti for dinner my motivation was gone; I wasn’t getting off the couch.
Around 10:30 I signed onto to Facebook and was immediately greeted with numerous pictures and comments from my friends at the party. Suddenly my decision to relax at home seemed like the wrong one. I felt anxious and irritated though I couldn’t imagine why. It’s not like I haven’t had drinks with the crew before and I surely will again.
I was falling victim to a problem that is growing in parallel with social media’s penetration into our lives known as FOMO: Fear Of Missing Out.
This particular fear certainly isn’t new, but Facebook, Twitter and Foursquare are bringing it to the forefront like never before.
Being able to monitor, in real time, what our friends, family and colleagues are doing is taking FOMO to new heights, making us aware, and jealous, of things we never would have known about before.
Of course, the fact that most people only post the best parts of their life can easily add to the gnawing feeling that your life isn’t as good as it could or should be.
Also feeding the FOMO beast is how much the pace of life keeps accelerating. There is so much more information to digest, entertainment to enjoy and products to purchase than ever before. Many people feel like they can’t keep up.
As you might expect, the millennial generation (ages 13-33) is most susceptible to FOMO because they have essentially grown up with the tools that are causing the problem.
But Generation X and even the Baby Boomers aren’t far behind and as smartphone use continues to grow even more people will be monitoring social media feeds at all times, from everywhere.
JWT Intelligence, the research division of the ad agency JWT, recently reported on FOMO and looked at how savvy brands are taking the trend into account in their marketing.
Some brands are trying to ease consumer’s FOMO, some are trying to heighten it and others are trying to tap into it directly.
Depending on format, audience and positioning, radio is uniquely positioned to do any or all of the above.
First let’s consider some ways to ease your listener’s worried minds. Our stations can be the vehicle that gives listeners a taste of what is going on so they don’t feel left out.
Take the most obvious example: the sold out concert. We can often create other avenues of access to an artist. Interviews and in-studio performances can be webcast as well as broadcast over the air giving listeners who weren’t able to secure tickets a way to participate.
And there’s no longer any reason for these to be only one-way communications. Use web cams, texting and twitter to turn an interview into a two-way discussion with the audience. Or assemble and in-store or other public appearance that gives the audience another chance to interact with the band.
It’s also important to press our natural advantage over other local media; the ability to broadcast live on-site. That’s how radio can deliver where television and newspapers struggle.
Broadcasts from local events – and I do mean events, not a used car lot or cellular store — can bring the color and flavor of the city to listeners who wouldn’t otherwise have access.
At the other end of the spectrum, stations can easily magnify the audience’s FOMO by creating unique, exclusive events that not everyone can be part of.
The most obvious examples again revolve around concerts. The opportunity to travel to the show in a limo, sit in the front row or go backstage to meet the band can seem blasé to us, but for your listener’s it can be a once-in-a-lifetime opportunity. Don’t underestimate the power of limited access.
Better yet go a step further and create your own special events that aren’t reliant on an artist. The JWT article talks about the 2009 Smirnoff ads that showed people taking part in completely unique experiences like throwing a party in an abandoned subway tunnel or turning the back of pickup trucks into mini swimming pools on a hot day.
You can do that. With a little imagination radio stations have the ability to create that type of event.
Consider how much your station would stand out from the competition if you were able to regularly create unique, “you had to be there,” experiences.
If you are short on ideas gather up the airstaff and promotions team at a bar on a Saturday afternoon. Buy a few rounds and ask them to throw out some ideas. I can all but guarantee you’ll have plenty to choose from.
When you do create a had-to-be-there event, don’t just let it drop. Post pictures, videos and other accounts of the event to reinforce the image that listeners need to keep tuning-in or they might miss something big.
The third way to make use of your audience’s growing FOMO is to tap into it by acting as a resource.
Everyone wants to eat at the best new restaurant, read the hottest new book, listen to the next big artist and see the best new movie. You can help.
Between on-air and online content your station can become a guide the audience relies on to direct them to the best of everything. This can be a great way for talent to carve out a niche in listener’s minds.
Let’s use a simple example like movies. If one of your hosts is into movies help them to become an expert in the listener’s minds. Have them start a movie blog or podcast. Secure interviews with actors and give away tickets to private screenings. Deliver constantly and the audience will start to rely on your station instead of Fandango.
You can apply this template to almost anything people are interested in. There’s no reason your station can’t have a food critic that visits local restaurants or a book club that discusses best-sellers.
Yes, I know. Every suggestion above means more work for everyone and you are stretched to the limit now.
Here’s the unfortunate reality: if we don’t start doing things that stand out in the listener’s mind by giving them access to events, creating events they want access to or helping them maximize the time they have, they’ll find a source that will.
And then you’ll have plenty of time on your hands and, most likely, more than just a nagging fear that you are missing out.
Mike Stern is a veteran radio programmer with more than 10 years of experience in markets such as Chicago, Detroit, Denver and Las Vegas. He recently opened Talent Mechanic, a coaching service for talent who want to improve their on-air performance and build their personality platform. For more information visit his Website www.talentmechanic.com or the Talent Mechanic blog; Free Estimates at http://talentmechanic.wordpress.com/
