Let’s get real. We often see tension between radio station management and talent when it comes to social media. Management wants to build both station and show brands. Talent are often focused on elevating just their show brand but undoubtedly benefit greatly when the station brand is strong. [Read more…] about Show vs. Station Social Media: Creating a Win-Win
Millennial moms are discerning. They expect authenticity and are drawn to brands that tell a compelling story with every touchpoint. Moms today demand more from your marketing than ever before.
As I shared on a recent panel at M2Moms, here are 3 things you should know when marketing to millennial moms:
- Think mobile first. Moms are meeting your brand on their phones, and they are a design-conscious audience that expects a cohesive user experience from in-store to TV to mobile. Given that 21% of Millennials don’t even use a desktop computer to go online anymore, being mobile responsive is no longer enough. Think about the mobile experience first, and then think about how that translates to desktop.
- Be transparent. They grew up with the Internet and know how to get information quickly and how to tell what’s legitimate. Many Millennials will dig into the source of information, particularly when they’re skeptical to begin with. So when it comes to creating content for your brand, make sure your t’s are crossed at all times. If not, be prepared to be embarrassed as your brand authority comes into question.
- Focus on the lifestyle. I know it’s painful to hear, but moms care about more than just your product. Your product is a tiny blip within the full (and often chaotic) life she is living. To build loyalty through marketing, think about the bigger picture. What is she doing when the need for your product arises? How is your product used in her daily life? Use content marketing and digital advertising to tell her you understand her—her needs as a whole and not just her need for your product.
- Segment your Millennial audience. A “one size fits all” approach is only good when it applies to a poncho in the pouring rain at an amusement park. Know which segment of the Millennial audience you’re talking to, and craft your message accordingly. Don’t believe me? Get a 22-year-old and a 34-year-old in a room together and tell me how much they have in common.
Three clients have approached me in the last few months, all worried because the station they work for is threatening to cancel their Morning Show Facebook page. Not because their behavior on Facebook is out of line with the station brand, or because it is distracting them from the on-air product, but because they view it as a threat to the growth of the station’s Facebook presence.
1. A radio station is only as strong as its shows, its music, and its promotions. A show that is using social media to engage P1s and attract new listeners is serving more than itself- but the station as a whole.
2. A smart radio station Facebook or Twitter account represents all aspects of the station brand. This includes new music, artist news, promotions and contests, and shows. Because there are only so many posts that should be made in one day, the morning show has limited opportunity to promote their show and its content on the station page (typically within the time the show airs).
Having their own Facebook and Twitter presence allows them to be a source of entertainment for listeners 24/7, creating brand loyalty and increasing tune-ins.
3. Fans “like” and “follow” radio stations for different reasons than they do shows or air talent. They expect the station to keep them updated with concerts, music news, contests and promotions. They like or follow a show or air talent accounts to find out more about what they’ve heard on the show, and to personally connect with the specific jock they love. Following a person and a brand are different, and they both have a place in social media.
4. Morning show talent almost always ensure their online presence is in line with the on-air brand. If they are growing a fan base online, it’s because they care about their brand and the show’s success. They want to give listeners what they expect, and would not post any content that doesn’t reflect the show’s branding.
It’s unlikely they will behave badly… Facebook isn’t Vegas, so they know what happens there will always make it back to Management.
5. Facebook is a great place to test on-air topics. Many shows use Facebook as a gauge by posting phone topics the night before. Often a topic they thought would be huge has “no legs,” evident by the lack of engagement on Facebook. And sometimes a small topic turns into a huge segment, as the show sees different angles in Facebook comments. Using Facebook to “test topics” makes the on-air product stronger, as it weeds out the topics that don’t resonate with listeners.
And why not let the show keep their page?
If you’re worried that the show’s on-air promotion of their Facebook page is hurting the growth of the station page, set parameters.
If your station Facebook page lacks morning show presence because they only post on their own, set guidelines for when they must post on the station page.
Just don’t cancel their account.
This is a controversial topic by nature. I welcome your opinions, as they may help guide compromise for Management and Morning Show talent.
Photo credit: Modified from a photo from clotho98 on Flickr via Creative Commons
“Like this if you like doughnuts, too.” “Share this if you’re single.” “Like this if you’ve ever played football.”
What do these statements tell you about the brand, station, or person who posted them? Nothing. Except that they are desperate for engagement.
Every post, tweet, pin you make is representative of your brand. While studies show that asking fans to take action (by requesting likes, shares or comments) works, pairing the call to action with a post that contains strong content is key.
If someone shares, comments or likes a post, it shows up on their Timeline. If the post is meaningless and doesn’t contain content that brands your station and entertains the listener, the engagement is pointless. No one is tuning in to your station or liking your Facebook page because they saw a post that says “Like this if you like doughnuts”.
Although you may receive high engagement from that post (many people like doughnuts!), it’s empty and won’t help you achieve broader marketing goals. After all, you aren’t a company that sells doughnuts… are you?
Photo credit: SebastianDooris
You need something new to spice up your wardrobe. You head to the mall and fall in love with a gorgeous pair of shoes. They’re shoes, and you need shoes. They’re beautiful, shiny and new, and you’ve seen them in every magazine as the hot new trend. If everyone says they’re hot, you’ve got to have them.
But what if they don’t fit?
Social media marketing is like shoe shopping. If the platform doesn’t fit your business, it doesn’t matter how attractive, shiny and new it is.
For example, if your target demographic is male 55+, Pinterest might not be the best fit for your social media marketing strategy. It’s beautiful. It’s all the rage. It’s driving traffic and boosting e-commerce. But it doesn’t fit because the demographics don’t line up with the target demo of your business.
Don’t let the allure of a gorgeous new social platform distract you from your goal. If it doesn’t fit, it doesn’t matter how attractive the platform (shoe or social!) is.
Photo credit: Foeck