If it’s one thing that has changed since joining the radio industry, it’s the way listeners interact with their station of choice nower days. There’s Facebook, Twitter, Linkedin, Myspace (Is that even still going?), Blogs, E-mail, Texting, Phoning, and that little known thing called a letter. Apparently people still send those.
The question really is however, how do you make sure that you don’t leave anybody out? Do you list every single way of getting in touch every time you want some audience interaction? Do you mention a different one every time you do a link? If you are chatting with XYZ on Twitter, then do you really need to mention that it’s come from Twitter?
One of the things that works really well, in my experience, is to work with all your platforms on different levels. Let me explain…
Let’s say you are just about to talk about goats, and you want to know whether your audience prefers them to sheep. You want them to react. SO… you send them where? All the places you have open on your computer that you’re reading at that time? That might take a while.
Try sending them to a central location, which has all of these places, so they can choose how they wish to interact with you…ideally the best place to do this is your website.
Why? Well, it’s simple. The director of sales will be able to sell revenue on the site if listeners are sent to one place to get involved every time, not to mention the one, and most important fact of all, that it’s about building a brand that you’re listeners will remember time and time and time again when they want to take part.
Now, I know what you’re thinking…once they’ve been to the site, clicked on where they want to interact with you, they’ve made their choice. They aren’t going to come back.
You now know where your audience is and how they are interacting with you. You can target specific groups while you’re not on air. You can send tweets to people following you about something that’s happening on the main radio website, with a link directly attached to it! You can see how many people respond to a Facebook post, and if something works better at 8:20 in the morning, or 9 o’clock at night!
Social media isn’t difficult once you get your head around the basics. Don’t think of it as an enemy that you must try and conquer with every link. Think of it as an extension and outreach to a group of people who want to know more about goats and sheep when they aren’t being spoken about on the radio.
I could write so much more on this subject, but I hope that gives you something to think about when you’re writing your programmes, planning your campaigns and working on shows.