In part 1 of our Radiodays Europe 2017 roundup, we shared insights on how your radio station can improve its podcasting strategy. In part 2, we covered the rise in voice-activated devices and how you can take advantage of it as a broadcaster. Well, here at SoCast, the learning never stops and we’re happy to provide you with part 3 of our RDE 2017 learnings - 3 ways to use Facebook data to optimize your content and build a stronger connection with your audience.
1. Use sentiment analysis to see how people feel about your content
Sentiment analysis allows you to see how your audience feels about topics posted on your social media channels. Facebook, for instance, has recently given the user's ability to “react” in certain ways to content:
- A “thumbs up” for a traditional Facebook like
- A heart for content that they love
- A laughing face for content they find funny
- A surprised face for content that wows them
- A sad face for content that makes them feel blue
- An angry face for content that makes them furious
This extra data will help you determine how your audience really feels about your radio station’s content. Clearly, strong emotions signal a stronger reaction to your content. Find content that your audience has expressed love or surprise at and produce more content that will elicit similar reactions. This sort of content is also more likely to be shared, thus improving its reach.
2. Create listener personas based on the content they consume
Profile your radio listeners by their behavior and what they consume, not just their demographics. Danish Broadcasting, for instance, has three youth brands:
- Public Radio and TV
- Indie Comedy
- Commercial TV
Listeners of these brands have different characteristics. Some user groups are more active than others and have more frequent interactions. They also interact with certain kinds of content in different ways. In this example, Danish Broadcasting found that Indie Comedy users responded better to content that used smart humour. Knowing relationships like these in your data will allow you to create content that is more targeted toward specific listener personas.
3. Leverage data to create content your listeners will love
You can also find who your core users are by the number of interactions that they have with your content, so that you can focus your efforts on producing more content that appeals to them. Categorize your user groups by the number of interactions that they have with your content, and focus your efforts on creating more content that will capture their attention.
There are additional ways that you can figure out what your radio audience loves. Look at the users in your target audience and see what other Facebook content they are reacting to. Is there something that your competitors are doing that these users particularly like? You can use this information as inspiration for new content. Additionally, Facebook data can be complemented with podcast download and online listening data to get a more complete picture of the interactions with your audience.
And that wraps up our three part blog series on our key takeaways from Radiodays Europe 2017. We had a fantastic time and hope to see everyone again next year. We got a lot of great insights on new technologies and what radio can do to take advantage of them. The use of data was also a major theme of the conference. To recap our top three major takeaways that we covered in this blog series:
- Create content designed for voice-activated devices to capitalize on opportunities in this new medium for radio
- Frequently engage your audience during your podcast episodes and use podcast data to optimize this channel
- Utilize your Facebook data to create targeted content for specific audience groups
As we progress towards a more digital world, it is important for radio to be on top of new technologies in order to take advantage of the new opportunities that digital brings. SoCast is committed to being at the forefront of technology and helping radio adapt in the new era. We provide your radio stations with the tools that they need to have a strong presence in digital and maximize audience engagement. Speak with a SoCast Specialist today to see how we can help you succeed in digital.