Some radio companies have created a new Facebook guideline that requires talent to place a link to the station website in every post.
While I am a big believer in using social media to drive website traffic and create strategies for clients to do just that, I am not a fan of this practice.
The social media relationship is based on trust. When you attach a link that is irrelevant to the post content, you send your listeners on a wild goose chase to look for related content that doesn’t exist. That goose chase might get a listener to click through once, but it probably won’t happen twice. You’ve broken their trust and next time they will know the link leads to nowhere.
If you want to emphasize the importance of website traffic to talent, create goals and hold your talent accountable. Encourage them to create organic content on the website, so they have content to share on social platforms. Require them to include a link when there is relevant content on the website, but not when it doesn’t make sense.
The small spike you might see in website traffic from misleading links isn’t sustainable as listeners will “wise up” quickly. And tainting the relationship your listeners have with the station is counterproductive to overall business goals.
Photo credit: Imnop88a
Every time … I agree, can be dangerous and irrelevant. Short posts, especially with a personal insight into the talent’s life, really don’t need links. However, if it’s truly strong content, audio/video, longer blog conversation, poll, etc; then, definitely tease it on social media and link back to the station website.
Besides, Facebook’s algorithms tend to push posts with pictures and links up to a higher value in friends newsfeeds.
Scott,
Thanks for sharing your thoughts!
Great point that EdgeRank weights links and pictures more heavily than text only posts. My vote would be to include a picture when a link isn’t relevant, and to include a link when it makes sense. Then your posts will always be richer than a text only update- and more likely to be seen in fan news feeds.