Was it all
worth it?

And does this mean we are done with this Social media?

Yes, it was worth it. And no, we are not done.
The hard-learned lesson here was: any platform besides your website and your radio program is not something you own, meaning you can’t control every part of it. Different companies will lure you with the promise of reach and cool audience that is hungry for your content.

However, this platforms – when used correctly – can be a great and affordable marketing channel for your brand, and also a potential revenue stream!

Six signs your social media / digital strategy is on the right track:

  1. Your strategy exists also in the written form
  2. You have a posting guideline
  3. You are focused on your audience, not the platforms
  4. Your digital content is not just „recycled radio“
  5. Your digital team is part of all the strategic discussions
  6. You measure the effort and act accordingly

1. YOUR STRATEGY EXISTS
ALSO IN THE WRITTEN FORM!

This is so obvious, and at the same time almost nonexistent at so many radio stations. Everybody claims that they have the strategy, but when you ask them: “Can you show it to me?” most stations have nothing at hand!

Note: The strategy is not the posting rulebook.

Strategy is:

The goals

  • What do we want to achieve (why are we doing it)
  • What do we want people (the audience) to think about us
  • Market position

The scope

  • Target audience
  • Platforms (FB, IG, website,…)
  • Formats (video, text, blogs)

Competitive advantage

  • Why would the audience choose you!

2. YOU HAVE a
POSTING GUIDELINE

If not executed, the strategy means just empty words. In the real world, where your team has to work with multiple platforms, your brand needs to be constant and consistent. Therefore, the rulebook with defined visuals, posting times and other rules is necessary for the team to execute the strategy properly. The optimum would be a content plan which makes sure that you post regularly.

3. YOU ARE FOCUSED ON YOUR
AUDIENCE, NOT THE PLATFORMS

Your target audience doesn’t change. But your approach to them does.
Facebook or Instagram are just tools for the savvy program director to reach the listeners for whatever reasons – marketing the show, building personalities, creating images…
So, when you realize that your audience left Facebook, and is now on Instagram, you need to go there.

There are no „good old days“ where nothing changed for decades. New generations – new platforms. All the time.

4. YOUR DIGITAL CONTENT IS
NOT JUST „RECYCLED RADIO“

One of the biggest mistakes of radio stations is creating digital content out of ‘recycled radio content’, or recycled memes inspired by other „funny sites.“ The content you create needs to reflect the audience, and just like a puzzle piece, needs to fit the rest of your brand.

This also means: Invest in the talent that can do this! Your competition on Instagram is not another radio station, but the whole Instagram. Why would anyone engage with your content? Would you watch that video? What does that post say about your brand? Always ask those or similar questions!

5. YOUR DIGITAL TEAM IS PART OF
ALL THE STRATEGIC DISCUSSIONS

The program director in the year 2018 needs to think about so much more than just radio. We create different types of content for different platforms. Your digital teams should know and understand the online activities more than your radio people. Vital thing here is to ensure that everybody talks and communicates regularly!

6. YOU MEASURE THE EFFORT
AND ACT ACCORDINGLY

One big advantage of the digital content is that you can easily measure what you are doing. From the engagement to the video views. Many of those reports are free, and already part of the platform. You should use all this available data to make your content better day after day!

And Now:
START DOING!

We are living in a world that changes all the time. Whoever will be reading this article might be wondering in five years what Instagram is.

That is why I put the principles in this article as platform agnostic. You will be able to apply them for anything that is happening in the future.

Focus on the audience. Try new things and experiment.

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