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Stephanie Winans

Business & Marketing Strategy Consulting

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Getting Started on Twitter: A Cure for the Twitter Jitters

August 9, 2012 by Stephanie Winans 3 Comments

Twitter looks fun, but you don’t understand exactly how it works?

Everyone feels that way when they first sign up. To cure those Twitter jitters, here’s what you need to know to get started:

How it Works

  • You have 140 characters for each tweet. You’ll want to craft your tweets efficiently to convey your message within the character limit, but using too many abbreviations may make the tweet difficult to understand. Keep it simple, and don’t try to say too much in one tweet.
  • Include shortened links. Long links take up precious real estate within that 140 character limit. If you use a third-party application like Hootsuite, TweetDeck or Sprout Social, the links will be automatically shortened for you. You can also use bit.ly or ow.ly to manually generate a short link from your original.
  • Although you have 140 characters, it’s smart to leave room for ‘RT @yourusername’ so that your tweet is re-tweet friendly. Calculate the number of characters it takes to RT you and subtract that from the 140 character limit to determine your ideal character count.

Getting Set Up

  • Choose a profile picture that represents your brand. If you’re a heavy metal rock star, a headshot in a suit and tie doesn’t suit you (no pun intended). Are you happy, brooding, serious or silly? Use your profile picture to convey your brand personality.
  • Craft your bio wisely. You have 160 characters to explain what you’re all about. Include  information about you and what you’ll tweet about. Try to make it interesting by showing some personality, too.
  • Determine what you’ll tweet about. People use Twitter for different things. Some tweet industry news or helpful blogs, some tweet snarky personal observations, some use Twitter for conversation. Define your content strategy and stick to it so your other users know what to expect when they follow you.
  • Create a Twitter background. If you use Photoshop or another graphic design program, you can create a custom background with dimensions of 2000×1200 pixels. If not, Twitter has some snazzy options to choose from in your profile settings, or you can hire me to create one for you (shameless self promotion!).

Understanding Twitter Lingo

  • What are all these number signs? They’re called hashtags, and are used in two ways:

First, a hashtag categorizes your tweet. For example, if I add ‘#SocialMedia’ to the end of my tweet, others searching for tweets on social media will find mine.

Hashtags are also used as a way to display attitude, feeling, thought, humor, or personality. For example, a (male, non-Mom, radio) friend sent me a funny tweet asking about a Mom’s night out with the hashtag ‘#AwkwardMomsSwayBackAndForth’. (By the way, my awkward dancing has nothing to do with being a Mom and everything to do with being a sweeeeet dancer.)

Hashtags aren’t case sensitive, and you can include one anywhere within your tweet. Just don’t include irrelevant categorizing hashtags, or you’ll be considered a spammer.

  • Aaahhhhh! What’s RT? MT? @? Twitter’s unique lingo may intimidate you at first, but it’s really quite simple once you get it. Here are some definitions that you’ll need right off:
  • RT: Retweet, RT followed by @username indicates that the user is sharing another person’s tweet with their followers; considered a compliment to receive a RT
  • @: Tags another user when followed by their Twitter user name; your tweet will appear in their Interactions or Mentions screen.
  • MT: Modified tweet, a RT that is modified for character count or relevance but still gives credit to the original user
  • #FF: Follow Friday, a recommendation to your followers to follow another user
  • DM: Direct Message, a private message on Twitter; these are rarely used due to the high amounts of spam and auto-DMs

For a complete and hilarious list of all abbreviations you may encounter, read this blog by @PookyH.

Best Practices

  • Give credit where it’s due. If you share a tweet or blog you saw from someone else’s tweet, credit them with a retweet or mention. Giving someone else credit doesn’t diminish your own credibility, it enhances it.
  • Check your @mentions often. Users love Twitter because it is very much a ‘real time’ platform. Don’t let days go by without responding.
  • Be authentic. Success on Twitter doesn’t come from copying the pros, it comes from being you. One of my favorite quotes is from Joss Whedon: “Always be yourself, unless you suck”.

Scheduling vs. Automating

There are many applications available that make it easier to schedule tweets in advance. Scheduling tweets ensures you’re reaching different people by tweeting at different times of the day, and makes it easier to share content without tweeting all at one time. Hootsuite and Buffer App both offer fabulous options for scheduling.

Automation is a hot button, and is not to be confused with scheduling. Scheduling is crafting your tweet and setting it up to be sent at a later time. Automating refers to the use of apps that tweet for you automatically. For example, you could use automation to tweet a specific blog every time a new one is published, without you ever reading that blog.

Whether you decide to pursue either, remember that neither replace real-time interaction on Twitter. In other words, you can’t schedule and run. You’ll receive @mentions and RTs from your tweets in real time, and you should engage often.

Growing Your Audience

So how do you find people to follow? How do you get others to follow you back? Here are some tips that may help:

  • Tweet share-worthy content. The best way to grow your audience is to produce good content. Use hashtags to categorize your tweets so people who share your interests will see them.
  • Share the content of others. Seriously, sharing is caring. Build relationships with other people on Twitter by sharing their tweets, blogs, etc. If your content is strong and relevant to their followers, they’ll return the favor.
  • Use Twellow. It’s an online directory for Twitter. Sign up yourself, and choose categories that represent your brand and your tweets. Search those categories to follow people who share common interests.

Anything you learned the hard way when you first started on Twitter? Leave a comment and share your knowledge with newbies. It’s good karma.

You know what else is good karma? Following me on Twitter @StephanieWinans.

Filed Under: Artists, Business, Uncategorized Tagged With: apps, brand, followers, social media, twitter

11 Digital Predictions for the Radio Industry

August 7, 2012 by Stephanie Winans 6 Comments

Based on the digital landscape in radio today, here are 11 predictions for radio’s future in digital:

1. The fusion of on-air content and online platforms will be seamless.
As radio stations develop strong digital strategies for their on-air talent, the content and engagement of online platforms will be naturally integrated into the on-air show. As the request lines ring less and less, jocks will use texting, social media and website commenting platforms to add more listener interaction to their shows.

2. Air talent social media platforms will be owned by the radio companies who employ them.
Many of the major radio corporations are already enforcing company social media guidelines upon air talent for their individual and show accounts. While some may retain control based on a “grandfathered in” negotiation, many will lose control as they are required to follow specific rules and even give administrative access to corporate staff.

3. Air talent will be held accountable for their online results.
Website traffic and social media success will no longer be measured out of curiosity or used for bonuses only. Air talent will be required to meet quarterly goals set by management, for both the station website and their show’s digital platforms.

4. Stations will budget for social media third party apps.
To achieve results with social media, radio will invest in applications for scheduling, contesting, and analytics.

5. Podcasting will no longer be the redheaded stepchild of radio.
Radio will follow the model of television (think DVR, on-demand), super-serving the core listeners with on-demand listening. Instead of viewing podcasts as a threat to both radio’s ratings and budget, managers will innovate and restructure podcasts to create ROI, regardless of the minimal ratings return.

6. All stations will have mobile apps and websites.
As mobile website usage continues to rise, even the smallest companies will focus on the mobile optimization of their station websites, and will invest in reliable mobile listening apps.

7. Stations will own advanced video equipment.
As the pressure to incorporate video into digital strategies builds, stations will invest in video equipment for use in-studio, at promotional events, concerts, and client remotes.

8. Radio will invest in social gaming for branding and promotions.
As listeners become more savvy to standard online advertisements, digital strategists and sales managers will invest more money for better results, with creative branding campaigns and promotions using social gaming.

9. Radio sales executives will sell the entire brand, rather than just terrestrial radio.
As advertisers seek more creative, multi-platform ideas, radio’s sales superstars will view their station brand from a big picture perspective, creating unique solutions for clients that involve marketing from a variety of platforms.

10. The radio industry will become an early adopter to digital innovations.
We’ve watched the newspaper industry’s struggle to innovate, and we won’t be left behind. Radio companies will be exploring new innovations as they arise, mining them for revenue opportunities.

11. Social media strategists and content curators will be standard positions in the radio industry.  
As radio’s digital efforts continue, companies will hire content producers and social media strategists to create online content, design individual station strategies, and measure results.

 

Get our your Magic 8 Ball and make a prediction of your own in the comments. I’d love to hear it!

 

Photo courtesy of Sassy-Stock at deviantart.com.

Filed Under: Uncategorized Tagged With: apps, content, contest, digital strategy, marketing strategy, morning show, on-air content, online content, promotions, social media, social media strategy, website traffic

Facebook’s Schedule Feature: Why Schedule Social Media?

June 25, 2012 by Stephanie Winans 4 Comments

Facebook recently made a giant step forward with the creation of the scheduling feature. You can now schedule a Facebook status (which may include a link, photo or video) for future post within the Facebook platform.

Use this feature to schedule Facebook posts in advance in lieu of HootSuite, or similar third party apps. It’s easy. From your business page Timeline, add a status update the way you normally would, adding your text, link or photo/video. Instead of choosing the post button on the bottom right of the box, choose the clock icon on the bottom left. This will allow you to choose the year, month, date, and time you would like the post to appear on your Timeline. You can edit or review in your Activity log within the Admin Panel.

Why Use Facebook Instead of the App I Already Use?

It’s assumed that Facebook’s EdgeRank, the algorithm that determines which posts appear in a user’s news feed, may penalize posts that aren’t created within Facebook. Using Facebook instead of another application may maximize your reach for each Facebook post.

Why Schedule at All?

Studies show that brands that post (or scheduled posts) outside of business hours showed engagement rates 20 percent higher than those that posted only during business hours, and that Facebook posts made on Saturdays and Sundays receive more likes than posts made during the business week. This means it’s a big mistake to post only while you’re at work.

Assuming you don’t want to be glued to your computer, tablet or phone 24/7, scheduling is a smart option. It allows you to focus your time spent on social media based on the strategy you have (I hope!) created, and get on with the other facets of your job- like what’s coming out of the speakers.

Scheduling is also helpful so that you don’t become what I call a “social media machine gun”, posting twenty tweets and four Facebook posts within two hours (when you’re at the computer) and then running out of “ammo” until the next day (when you’re back at the computer). Posting on Facebook too often will annoy your fans, so use scheduling to spread your content throughout the day. You can be a source of entertainment all day, long after your show ends.

What Is Scheduling? What Is It Not?

But let’s clarify one thing: Scheduling is NOT automating. Scheduling means taking the time to choose content targeted to your audience, crafting the post for each platform, and scheduling it the same way you would in real time. It does not mean setting up an RSS feed for every blog, feature, and podcast on your site and letting those apps automatically post for you. You still want to choose your teases carefully to entice listeners to click through to listen or read the content on your website. RSS apps won’t do this for you.

Scheduling does not replace interaction, so don’t schedule and run. You will get replies, retweets and comments you need to respond to throughout the day. Although you may not always post in real time, you should respond in real time. Scheduling is a way to ensure you’re planning your content in advance, and to maximize the time you have at the computer. It is not an excuse to neglect your social relationships.

Continue to post in real time when you can, but schedule posts to maximize your time and spread your social media content throughout the day.

Sources: Buddy Media via All Facebook and HubSpot via Mashable

Also posted at www.randylane.net

Filed Under: Artists, Business, Uncategorized Tagged With: apps, automation, facebook, frequency, scheduling, social media strategy

It’s Time for Timeline: Tips for Designing Your Cover Photo

March 21, 2012 by Stephanie Winans 1 Comment

Facebook will make the new Timeline design mandatory for Pages March 30. This means you need to get busy this week setting up your Timeline before it goes public.

If you haven’t done your homework yet on the changes Timeline will bring to your Facebook Page, Scott Sands has a comprehensive list of the changes and what they mean for radio here.

The main focus of apprehension is the Cover Photo, which is the huge banner visible at the top of each Timeline. The rest of the Timeline changes involve Facebook taking the (hopefully brilliant) information you already have on your Page and displaying it in, you guessed it, a timeline.

 

COVER PHOTO EXAMPLES

While many stations and shows haven’t made the switch yet, there are some who have jumped the gun and made Timeline public.

The radio cover photos I’ve seen have a visual focus on one of the following themes:

  • The station’s core artists
  • The Morning Show air talent
  • The station or show logo
  • Promotional copy for either a station promotion or a current on-air contest
  • The city skyline

Before you design your cover photo, here are some examples you should check out to get your creative juices flowing. Click the links in each category to view live examples of what other stations and shows are doing with their Timeline design:

 

It’s All About the Morning Show

Both stations and Morning Shows themselves are using the cover photo to promote morning air talent.

  • The Dave Ryan Show 
  • The” That Guy” Kramer Show
  • BJ Shea
  • Kidd Kraddick 
  • Virgin/Calgary
  • Bill and Lynda in the Morning

 

We’re Focused on the Music

Stations are using the cover photo to promote the music, similar to station website mastheads. If you have the file used to create your station’s masthead, you can use some of the same images to design your cover photo.

  • 93.3 FLZ/Tampa
  • Virgin/Toronto 
  • Hot 102.9/Dayton 
  • Chum FM/Toronto

 

Love for the Logo

Integrating your logo in the design is a great idea, but get creative instead of stretching the logo to fit the dimensions.

  • Preston and Steve
  • Johnjay and Rich

 

We’re Promoting Something

Use your cover photo to promote an on-air contest or to support the station’s branding efforts.

  • 97.1  AMP/Los Angeles
  • 93.1 All the Hits/ Las Vegas

 

Unique Designs

Get creative! The sky is the limit. Spend some time brainstorming before you get started. Ask yourself, “what are we known for? what do we want to promote?” and let the answers guide your design.

  • Click 101.5 Dayton
  • Biggs and Barr 
  • WTOP Washington, DC
  • Big 105.9/Miami
  • The Big 98/Nashville
  • KROQ/Los Angeles
  • Kevin and Bean
  • 92.1 WROU/Dayton
  • 92.3 Now/New York
  • 107.5 The River/Nashville

 

Show Me the Money

These stations are using their cover photos to advertise a sponsor or sponsored promotions. Before you follow suit, read these guidelines to ensure you’re in compliance with Facebook’s rules! If you decide to go this route and include a sponsor in your cover photo, integrate the logo into your design so the cover photo still looks like one for YOUR station.

  • Hot 96/Evansville, IN
  • Y100/Miami

 

HOW TO DESIGN YOUR COVER PHOTO

Ideally, you should custom design your cover photo using a program like Adobe Photoshop. If someone on your team has graphic design skills, use these dimensions to ensure your cover photo looks great on your Timeline:

  • Cover Photo: 851 pixels wide x 315 pixels tall
  • Profile Picture: 180 pixels wide x 180 pixels tall (Make sure your logo fits within the square for a more professional look. Remember that this profile picture is the thumbnail that appears on each post you make, so it should be easy to identify.)

If graphic design isn’t in your skill set, don’t panic. Email me for a custom design quote or try one of these apps to create a sharp design for free:

  • Canva
  • Pic Scatter
  • Cover Junction
  • J4 Timeline Covers

 

Leave a comment below with a link to your Timeline so I can check it out. Learn anything when designing yours? Share your tips, too.

While you’re on Facebook, check out my cover photo and The Randy Lane Company’s, too.

Filed Under: Uncategorized Tagged With: apps, contest, facebook, graphic design, morning show, promotions, timeline

5 Tips for Online Success in 2012

January 5, 2012 by Stephanie Winans Leave a Comment

January is an optimistic month that connotes a new beginning for business owners and managers. New budgets and new goals bring a clean slate full of opportunities to succeed.
Amidst these opportunities for success lies your station’s online presence. Make your online brand a priority in 2012 with these five tips:

1. Define your goals.

Do you want to increase your number of Twitter followers, Facebook likes or YouTube subscribers? Would you like more traffic on your station website? You can’t measure progress if you don’t know what your goals are.

Ask your staff for input. The people who implement your online strategy on a daily basis are likely the same people who know its weaknesses best. Ask your webmaster, social media manager, promotions team and air talent for their insights.

2. Assess your competition.

Take an objective look at other stations in your market. Is their website superior to yours? Do they have more participation from listeners on Facebook, Twitter, or YouTube? Comparing their online brand to yours will help you create goals for 2012. If they have a competitive edge over you online, check in regularly to learn what they’re doing right.

If your station is sitting pretty compared to market competitors, compare your brand to successful stations outside your market. There is always room for improvement.

3. Develop frequency strategies.

How often will you be tweeting or posting on Facebook? How often would you like your air talent to post a blog on the website? Develop minimum frequency goals and stick to them. This will ensure your website and social networks don’t get stale. If social media participation isn’t an issue, consider a maximum frequency goal to ensure you aren’t over posting or tweeting.

Plan a meeting to discuss frequency parameters with your staff to ensure that the strategy is realistic. The goal is to increase participation, not to stifle it. Their input will generate attainable goals you can work toward as a team.

4. Make it easy for air talent to manage the station’s social networks.

Choose a social app to manage various social networks. Your air talent will be able to manage the station accounts and their personal accounts from one interface, increasing their participation. Because air talent participation humanizes your station accounts and showcases the personalities you have on staff, it’s important to get them involved.

Your social media manager can also schedule some of your promotional tweets and posts so your message reaches a larger percentage of your audience. Social Bro, Buffer, Hootsuite, and Market Me Suite are a few of my favorite apps.

Many apps will even tell you when your audience is “listening”, which helps you understand the best times to post important information about contests or promotions.

Make your air-talent page admins of the station Facebook page so they can post content without logging out of their personal account. (You can always revoke access later, if necessary.)

5. Follow up.

Don’t wait until 2013. Evaluate progress and re-evaluate your strategy quarterly. Because the Internet is an ever-changing entity, a winning strategy isn’t static. Regular evaluation of both your efforts and the changing online environment will ensure you’re celebrating with your staff at the end of 2012.

 

-written for Radio Ink Magazine

Filed Under: Uncategorized Tagged With: apps, frequency, goals, management, marketing strategy, social media, social media manager, social media strategy, talent

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