Social Media is both a science and an art. Aesthetic platforms can bring in minimal traffic, while those that consistently drive likes, shares, and views may not result in long-term engagement. Audiences may judge both appearances and functionality but after a decade into the social media revolution, a lot has been learned about key components that help enhance social pages.
Social media for radio is done similarily in other industries, so let's check out the 8 critical components of an effective social media presence:
Be Visual When Going Digital
Start with profile and cover images that reflect your brand, and then plan how to go about using attention-grabbing visuals in day-to-day messaging. Tweets and Facebook posts with a photo tend to garner more engagement, but consider if and how they add value to your posts before including them. Infographics are a great way to distribute in-depth, relevant information in an eye-catching way. Over-published meme images that don’t add user value may not be the most effective way to grab attention.
Include a Social Content Calendar
To stay topical, a lot of social posting happens on the fly. But planning content ahead of time will help eliminate the risk of having nothing to talk about. Tying posts to holiday seasons is an easy way to add themes, while the slower months allow more time to put long-term social strategies into action. When planning a social media campaign for radio, make a tentative schedule around dates and KPIs, adjusting along the way if needed. If a hit single by an artist regularly featured on your station will be used in a new movie, add to the buzz around the artist and the premiere to highlight your brand!
Complete All Profile Information
Don’t go overboard with information, but filling in profile fields with accurate, relevant brand information can have a big impact on first impressions. Summarize your location, history, and purpose to show a personality, and give audiences an idea of what your goals are. Don’t repeat the same wording in each channels’ profile description, but be certain to convey the same key messages and actionable ideas.
Schedule Posts In Advance
Social media and radio should feel more human than automated, so pre-setting some posts will help to save time and stay organized. This setting is best used when distributing anticipated or regularly expected content to your audiences, such as press releases, blogs, or newsletters. If you’re planning to track metrics or following up with viewers shortly after posts go out, this particular method is ideal for being well-prepared.
Link Social Channels Together
As a social network, platforms are meant to present multiple user engagement opportunities, address all audiences, and collaboratively fortify your brand. This offers viewers a variety of ways to connect with you and helps build fan engagement. Always provide social links in blogs, emails, webpages, and other content offers. Provide links to other social channels within individual ones, but only if they add value to the user experience. The only time to disregard this tip is if it hinders the viewer's experience on another network. For example, your Instagram post will not display as an image in Twitter.
Customize Social Sharing
Small tweaks to help boost page performance can be used in each of your platforms. When tweeting, avoid fluff and shorten key messages, while being more conversational over Facebook. Google+ has the best support capabilities for larger, higher resolution photos, while Pinterest is often preferred for creating extensive, well-organized photo albums. Don’t forget that you can use and encourage followers to use your hashtags in Pinterest and Instagram.
Build Relationships With Influencers
Going the extra mile to learn from industry experts, influencers, and Dj's with impressive social audiences can make a big difference to your strategies. Influencers at the station, digital, and management level with significant online followings will be easy to find and connect with through a tool like LinkedIn. Interacting within professional circles may give you opportunities to understand their social media best practices, and then apply them to your day-to-day and long-term channel operations.
After sharing new content, repackage the information in social pages to spread its reach on a longer timeline. Since viewers may be exposed to content multiple times before becoming invested, continuously re-offering achieves higher success. If you published a blog post about the hottest new EBM music trends, and months later find that you’re getting more genre play requests, a social post with a quote and link to the blog entry can land more viewers on your website and help build your following. This also improves chances that listeners will tune into your live listening streams.
In every social decision you make, always assess its value and accessibility to your audiences. Ask yourself how you’re trying to build engagement, who you’re targeting specifically, and what the value to your overall social strategy is. Don’t be afraid to try something different or be frustrated by underwhelming results. Building your brand’s social empire will take time, effort, and a bit of luck. You might as well have fun doing it. If you have any other social media tips for radio, then please let us know!
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