You can’t do this. You have to do that. With so many stipulations on content, jocks are afraid to get involved online for fear of doing something wrong. Companies are trying to emphasize the importance of digital… but are they going about it the wrong way?
I have heard many jocks say they are so focused on quantity of content to satisfy a company checklist that they don’t have time to focus on the quality of the content posted.
Wouldn’t it be better to have one video go viral than have ten videos no one wants to watch? If the focus is on satisfying a checklist that mandates the type and quantity of content, the quality of content becomes secondary.
Online content is important. The internet offers air talent the chance to strengthen personality brands by using content to showcase characters and expand show content. It also gives jocks the chance to engage with listeners on a personal level, which increases listener loyalty.
It’s no wonder that companies are pushing their air talent to spend some time online. With so much controversy and pressure for radio to succeed with the internet, radio managers are searching for answers.
The focus should be on engaging listeners, and posting content that showcases character and expands show content… not on the number of blogs, pictures and videos that are posted weekly. When too many restrictions are placed, creativity is robbed and digital becomes another duty instead of an opportunity to succeed by building strong content and connecting with listeners.
Rules that specify how many blogs, videos, photos, and social media posts are added per week guarantee that jocks don’t get a case of internet laziness. However, is the frequency of posts more important than the actual content?
If a listener visits your station website, Facebook, Twitter or YouTube account to find content lacking real substance, he probably won’t visit the station website again, follow you on Twitter, or like your Facebook page. While the frequency is important to keep your station looking fresh and active online, quantity should not be the sole focus of your company’s measurement of talent’s success online. To engage listeners and keep them coming back again and again, the focus should be on quality content.
Here are five ideas to help you build a solution to create air talent focus on quality content:
1. Show them how. Many DJs aren’t active online because they don’t know what to post, how to create and edit video, or how to write a solid blog. Consider a weekly meeting, highlighting a different online “how-to” each week. Keep them simple; the point is to show them how easy it is, not to overwhelm!
2. Create a 30-Day Online Challenge for your station. Challenge each DJ to do one thing each day to extend their brand online. Don’t mandate whether the content must be in the form of a video, blog, photo, or social media post. Let the jock use his own brain to determine what channel sparks his creativity!
3. Get them some help. Many jocks are wearing so many hats; with PD, APD, Music Director, Production, or Promotions Assistant duties, they genuinely may not have the time it takes to create strong content. Consider hiring an assistant or intern to help with the technical aspects of online content. Have him edit the video or upload the photo. If your Webmaster looks bored, add this to his list.
4. Add online content to their daily show prep. The easiest way to create organic content is to have jocks ask themselves “What online element can I add to this feature?” in the early stages of planning.
5. Tell your Webmaster or Social Media Manager to speak up. Because their natural focus is on the internet, they often think of radio in terms of how it translates to the internet. Involve them in show prep or promotions meetings, and you may be surprised at the result of unleashing their digital creativity.
-written for Radio Ink