Archive for the ‘Social Media’ Category
Here’s an example from AdAge of how local TV stations are leveraging their news position to become a digital multi platform medium. Radio has the same opportunity. The personalities have the same emotional relationship as TV anchors…probably stronger. Radio stations need to be training their air personnel in strategies to make the most of their bond with their listeners in the social space. In my most recent experience, stations are training sales people in digital media skills but leaving their air talent in the dark to fend for themselves.
By: Alexandra Bruell Published: March 27, 2012
Local TV stations are using social media to extend their coverage and conversations with viewers. They’re also working to create more integration with advertisers and device companies, according to panelists at the Socializing Local TV session during the 4A’s Transformation Conference in L.A.
“We’ve taken the tradition of that emotional connection our viewers have with anchors and reporters and gone into the space in which they live, which is Twitter, Facebook, mobile and online, to have that connection,” said Rebecca Campbell, president of ABC Owned TV Stations.
Last July, for example, KABC in Los Angeles teamed up with the user-generated traffic app Waze as part of its coverage of “Carmageddon,” when a stretch of California’s 405 Freeway was shut down. Now all her stations partner with Waze, she said.
Social media helped a local NBC affiliate push past the dominant station in the market during Hurricane Irene, said Valari Staab, president of NBC Owned Television Stations.
“We were watching the Facebook page, and it just lit up. … The conversation got bigger and bigger, and more people became involved,” Ms. Staab said. “The station went on-air live at 3 p.m. instead of 6 p.m. and stayed on. We slaughtered our competition on the coverage.”
Local advertisers in turn can benefit from TV’s social extensions. “Local broadcasters, through their social presence, can build large audiences, but it’s difficult for local advertisers to cultivate audiences to news,” said Dunia Shive, president-CEO of Belo Corp.
When a smoke-alarm maker teamed up with ABC stations for a fire-safety campaign, the stations encouraged their Facebook fans to “like” a page for a chance to win a car, Ms. Campbell said.
It sometimes seems as if social media could challenge traditional news providers by breaking and spreading news, but the panelists said that hasn’t been a problem.
Even when Joe Paterno’s ouster from Penn State leaked on Twitter, for example, the local station’s coverage earned some of its highest ratings, according to Ms. Campbell. “[Consumers] want more of a story,” she said. “You can’t communicate that in social form, but you can in a newscast.”
Local broadcasters still have plenty of opportunities ahead in digital video and mobile, the panelists agreed. Belo is teaming up with tech companies to introduce a mobile streaming product later this year in 32 U.S. markets.
“If you have the right device, you can watch live TV on your mobile device,” Ms. Shive said. “We’ll have to see how consumers react to that launch and how content is used, and then build digital-ad opportunities.”
The convergence of social media and TV is a hot topic, one that Ad Age will explore further at The Social Engagement/Social TV Conference on May 9.
Every piece of research supports the fact that social media is red hot. Everyone in business is looking for help with marketing their business using this new platform. Your listeners are engaged with various social platforms and your advertisers are using social as an ad medium.
Social Media Today recently published the cliff notes from a study done by the Customer Insight Group (CIG) at the New York Times that talks about the motivation of people who are participating in social media platforms. Here’s a brief summary of what moves someone to participate:
- To bring valuable and entertaining content to others
- To define ourselves to others
- To grow and nourish our relationships
- To get the word out about causes or brands
You can click here to read the article and get a link to the slides from the NY Times study.
Daniel Anstandig featured a great piece about developing social media policies in his Connected newsletter from Radio-Info. I thought it was worth re-publishing here to make sure you saw it. Transitioning to a multi-platform paradigm has many challenges. It’s worth your time to read:
Social Media Policy: Do You Have One?
Social Media policies are something new to broadcasters. We have rules for everything from contests to events yet one of the most important areas to emerge in broadcasting over the last few years has been the one-to-one communication channels that have given our brands new lift and new ways to touch our P-1’s and our cume. Facebook, Twitter, and the new Google+ (to name a few…there are numerous niche channels that target anyone and everything these days) are superb tools for our teams to engage and to GROW audience.
One of the flaws I see time and again with any Social Media strategy is that management does not really understand the role it is playing and how to communicate correctly with a team that is more than likely farther along the engagement trail than senior management. I have seen policy statements that forbid any Facebook or Twitter engagement while employees are working. This is a mistake, since most will find easy ways around the embargo (everyone has a cell phone now with plenty of Apps to connect directly without management ever knowing they are on any number of social channels) and studies have shown that workers need that bit of social “check-in” time to make them more productive and HAPPY. Have you ever tried to disconnect from your cell phone lately? It is almost impossible and it can make you nervous. I am not saying this is a good thing, but it is our world now. No turning back. Balance is always the key with anything and that is something we are all learning.
Another area that seems to be a problem with most social media policies is the environment of “Can’t or Don’t.” In other words, you set up a policy that appears strict, is not fun, and more of a chore instead of something FUN with the ability to connect with new and exciting listeners that WANT to engage with our brands! Let’s set up a policy of FUN and CAN. There are no experts here, let me assure you. Only best practices and people willing to take some chances to grow and connect. Most of us are contesting and promoting but the best are posting content that attracts and relates to the brand. Music stations have music connections that I cannot possibly have in my 9-5 world. Throw in an artist appearance, a special interview, in-studio bonus track, behind the scenes photos, the opportunity to ask the band some questions, or a poll, and suddenly you have me. All of this is showbiz and FUN stuff to the listener who is, borrowing from Loverboy, “working for the weekend.” Always put your posted content through that listener benefit lens before you hit the send button. If you can show them something cool, save them time or money, post away!
Let me offer some ideas and thought starters as you put together your own Social Media strategy so that you can maximize your team more efficiently and, more importantly, set up some very basic expectations in the form of your own SocialMedia policy. Communication is key so let’s identify some clear expectations so everyone is on the same page.
• Speak in YOUR Voice-Talk to ME (the Listener): This is KEY whenever I speak with talent. Find your voice and engage. Have a quick conversation but use energy and make sure you reflect the brand. The written word is powerful so craft your thoughts as if you and I were in the room together. That is what is happening in any social conversation today. The room is small!
• Follow the Conversation Regularly: If you are part of our Social Media team, check in whenever you can. If you are an air talent, check in OUTSIDE of your show times. The audience will always expect you to be there while you are on air. Mix it up and surprise them with an answer, a thank-you, an opinion about that new TV show, etc. They will be surprised by your interaction and if there is a conversation happening online about something you started at noon, it will show you CARE. How would you feel if no one answered your question directly?
• Identify Your Social Media Team: Usually this will be a determination by the PD or key management team. However, do not overlook those street-team members who not only GET this stuff but they are also out there more than your talent these days. They can be key members of our extended staff so make sure you interview them and see how they may be able to help you engage (live and on location and after hours).
• Social Media Screeners: If you plan to utilize other team members outside of your talent team, make sure you test them and get them used to how to post for your brand. Have them work with high profile talent (buddy system) until they begin to see the style and flow emerge. Then, have them submit their posts to the PD, Promo Director, or someone else designated on the team as your Social Media leader. This will allow you to double check the entry in case there could be an issue. You can establish how long this phase will last based on the development of the team member.
• Link/Re-Link/Re-Tweet/Like Others: One thing you need to know is that others will spread your cool content if you engage with some of their cool stuff. Keep your eyes open and SHARE. That is what friends are all about and it is a critical item to remember in the Social Media relationship building game. It is NOT all about YOU and self-promotion.
• Show Passion and Emotion-HAVE FUN! The number one reason people connect with our talent is that they are human and they point us in new directions and offer unique ways to look at the world and at our local communities. This builds trust, which is VITAL in the Social Media world. I know this may sound basic but…just as you would on the air, do not be afraid to show emotion and relate to your listeners.
• Keep it Brief: If Hemingway can write a novel in 6 words (he did, you know…and won a bet…hit me up at a convention for the story when I see you next time!) and governments can topple with a Tweet, you have to edit yourself. Give me passion, fun, and emotion in 140 characters or less. It is the new currency of communication and it CAN be done. Work your craft.
• Adhere to Community Standards/Be Brand Faithful: Of course speak within your format’s vernacular. If you wouldn’t say something edgy normally (if you are an upper demo AC for example), do not say it. Double check what you have written so that you have another chance to catch anything that might be out of station character. Better yet, run it past your PD or GM.
• Encourage Listeners to Join In: Ask them to participate as often as you can. Crowdsourcing is an excellent way to engage your listeners, as everyone likes to have an opinion these days. It is a simple thing to forget but always ask “what do you think?” after posting something where an opinion trail on your Facebook Wall might be fun to follow.
• Post to Connect: Think of this as you would pre-show prep. Sometimes you go in with a ton of material but you never know what is going to connect. Be flexible and allow the audience to run with it! I cannot tell you how many times a simple “Wow…long week this week…what are you going to do FUN this weekend?” has solicited a ton of feedback. You can also mention listeners on air and what they may be doing this weekend. You will be surprised to hear how many cool things are going on around your market that you might not even know about!
• Work the Plan: I suggest your team come up with some minimum expectations (the basic might be post before, during and after your shift just to get you started for example) and utilize free resources like hootsuite, Tweetdeck, or any other number of social media dashboards that can help you keep to your plan daily. You can also do some old fashioned journaling to keep you focused. I have seen both work effectively so come up with your own system but stick to it! Consistency is KEY.
Social Media is an excellent way to make your station three dimensional. By utilizing a social media policy that provides ample room to have fun and connect, you will not only set yourself up for ratings success but you will connect with your audience in new ways that you never thought possible. Think of Social Media as a 24-7 live remote without having to wear that mascot costume and use up all that gas in the station vehicle!
This article was written by Jon Erdahl. He is President of McVay New Media, of which Daniel Anstandig is a partner and co- founder.
Here’s a link to another important piece from eMarketer regarding the adoption of a social media strategy by CEO’s. Where do radio executives see themselves in this survey? Maybe more importantly, where are your customers in this research? Comments? Reactions?
Facebook is the hottest place to be on the web. If you’re not investing in increasing your prominence there you are missing a huge opportunity. Last week Mark Ramsey illustrated examples of using Facebook to maintain high visibility for your station and greater engagement with your audience. I’ve asked Steve Ludwig from Verge Media to show you what he is doing with Facebook to develop a weather site with significant traffic, and will bring that to you soon. For now, take the time to read Mark Ramsey’s piece, Local TV Leads the Way for Social Media, here.
The following stats were taken from an Ad Age article by Sarah Evans entitled, “50 Social Media Stats to Kickstart Your Slide Deck.” Here’s a link to the whole article. I pulled out 13 I thought were most important to the future of radio:
1. “Social media accounts for one out of every six minutes spent online in US.” (Journalism.co.uk)
2. “59% of adult Facebook users had “liked” a brand as of April, up from 2.47% the previous September. Uptake among the oldest users appears to have been a major factor in this rise.” (eMarketer)
3. “In 2010, 29.3 million readers read some 270 million pages of Post journalism each month, a record for The Washington Post. Of that, 28.1 million did so online and, while [Washington Post] brought in 4.2 million new readers on average each month compared to the previous year, [they] also lost some 35,000 print subscribers in 2010 alone.” (Forbes)
4. “AOL’s newsroom is now bigger than The New York Times’.” (Business Insider)
5. “Mobile is one of the fastest-growing platforms in the world. With 40% of U.S. mobile subscribers regularly browsing the internet on their phone and a projected 12.5% of all e-commerce transactions going mobile by the end of the year, it’s a channel that you need to be aware of. According to Google, mobile web traffic will surpass PC traffic by 2013.” (60 Second Marketer)
6. “Nearly half (42%) indicated that if they’ve already allocated a portion of their marketing spend to social media, they would increase this spend over the course of the year. Only 8% of those surveyed indicated that they would decrease social media spend.” (The Next Web)
7. “According to HubSpot, small businesses plan to spend 19 percent of budgets on social media vs. only 6 percent in larger businesses. A similar gap is shown for blogging with 10 percent of budgets for small business vs. just 3 percent for large.” (Hubspot via ClickZ)
8. “Groupon is on track to bring in between $3 billion and $4 billion in revenue this year alone. Facebook’s 2010 sales were reported to be only around $2 billion in its sixth year of existence.” (Knowledge@Wharton via MSNBC)
9. “33% of Facebook posting is mobile.” (Dan Zarella)
10. “Social media advertising spending will increase from $2.1 billion in 2010 to $8.3 billion by 2015.” (BIA/Kelsey via Direct Marketing News)
11. “Facebook is approaching 700 million users and Google handles over 11 billion queries per month. World-wide there are over 5 billion mobile subscribers (9 out of 10 in the U.S.) and every two days there is more information created than between the dawn of civilization and 2003.” (via Lee Odden, TopRank)
12. “Digital services accounted for an estimated $8.5 billion (28%) of the $30.4 billion in 2010 U.S. revenue generated by the 900-plus advertising and marketing-services agencies that Ad Age analyzed.” (Advertising Age)
13. “According to a Network Solutions survey, the use of social media among SMBs has grown over the years, rising from 12 percent in 2009, to 24 percent in 2010 to 31 percent currently.” (Search Engine Watch)
Here’s an indication of how listeners are using social media to react to radio content. Click here to read this article from eMarketer that says,
“Survey respondents listed household products, telecommunications and healthcare and pharma as top categories for expressing dissatisfaction on a social network.”
Doesn’t it make sense to school everyone in your organization about the major social sites and how to use them?
Mark Ramsey also had a great article this morning regarding the use of Facebook. It’s a must read for everyone in your organization (find it here). It’s a simple tutorial on how you can make huge strides in getting “likes” and why it should matter to you.
Here’s an interesting article from an international broadcaster. Do you need a Facebook page?