Todd Mundt wrote about the relationship between the quality content being shared and the degree of engagement between the station and its on-line followers.
Public Radio on Social Media: Take Off the Clown Costume
It's not how many Facebook fans or followers on twitter you might have...it's the ability of your content to engage those followers that matters. Mundt suggests that the quality of the content is what matters.
Mundt suggests that you find five interesting stories or interesting things about your station and share it today. Share it without editorial content and, resist the urge to say something like, "Let us know what you think?" Then offer five more tomorrow and the next day. The quality of the content and thoughtful editorial choices we've applying to our on-air content will translate to social media.
Influentials can kick-start this process.
Fred Jacobs wrote in his blog "Friend with Benefits," about the importance of identifying and engaging a brand's most influential fans. There are studies that suggest that 1% of your fans generate 20% of your traffic sharing. A smaller group of Influencers generate 30% or more. There a few key people, if engaged, can direct all sorts of traffic to your fan page or your twitter account.
Much of the advice on-line about how to engage this group is about commercial marketing efforts. Please do not be put off by this. Ben Straley, CEO of Meteor Solutions, writes for Mashable. He offers suggestions on how to identify and utilize Influencers.
and
Straley
says you need to find out who these people are, what their motivations may be,
what they like to share, what platforms they use and make them famous. Straley
offers suggestions on the analytical tools like Radian6 and ObjectiveMarketer
to uncover your Influencers. Jacobs suggested WildFire in his blog.
Effective use of Social Media to expand your brand will take some research and work. It's more than throwing some stuff up there and hoping some if it will stick. That's something we learned in public radio in the last century about or on-air content. This should be no surprise now.
Effective use of Social Media to expand your brand will take some research and work. It's more than throwing some stuff up there and hoping some if it will stick. That's something we learned in public radio in the last century about or on-air content. This should be no surprise now.
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