By Chris Miller
Chris Miller Digital
SHAKER HEIGHTS — Over here on the digital side, it’s a common belief that Facebook has drastically cut back on how many people see our branded posts, so that we have to buy more advertising. That may well be the case! However, the Facebook folks are not only concerned about money, they’re also concerned about their version of time spent listening. They want you to visit more often; and they want you to scroll further down your news feed than you do now. They may limiting how much stuff people see from us commercial enterprises, so that it doesn’t crowd out what they see from their friends and family.
In any event, you’re lucky if 15% of your followers see any given post of yours. REAL lucky.
So, here are the state-of-the-art techniques that will help you get seen more, and engaged with more often. If you’re doing it right, that will then lead to more on-air and online usage of your radio station, which is the ultimate goal.
POST PHOTOS WITH EVERYTHING YOU CAN. Posts with photos get dramatically more likes, shares and comments than other posts. Second best? Just a clean status update. Links and videos get less interaction than a good status update. If you want to give them a link, post a photo and include the link in your description. I like to use link shorteners, especially bit.ly.
PAY ATTENTION TO HOW OFTEN YOU POST EACH DAY. Three or four times a day is pretty safe. More than six? I’d start getting worried. The more you post, the less interaction you get … and you also increase the chances of just getting hidden by your frustrated fans1. I would rather see you post once a day than a dozen times a day.
QUALITY COUNTS. You wouldn’t let someone play a bad song on your radio station. You wouldn’t let someone play Toby Keith on your hip hop station. Apply the same thinking to what you post on Facebook. Make sense? The best posts are interesting, timely and feel like they’re related to your brand.
WATCH YOUR STATS. If you’re one of the admins of your station’s page, click on the little graph above the cover photo. Instead of looking at “likes,” look at “People Talking About.” Likes are Facebook cume; People Talking About is Facebook AQH persons, so to speak. Poke around and start learning what is really working for you. Do more of what’s working.
GET THE RIGHT LIKES. First, think about what good your Facebook page is. Why would I want to follow you? Specifically? Then, communicate that to your biggest fans on the radio. It’s not enough to say, “Follow us on Facebook.” There has to be something in it for them. Likes will naturally slowly drop off if you don’t work to keep them up. Don’t manipulate just anyone into Liking you, because those people will drop away the fastest.
CONSIDER PAYING A BIT. You may find that if you occasionally pay to promote a post or two, your overall rate of visibility and engagement will go up. It’s pretty reasonably priced, all things considered, and you can target very precisely by interest, as well as by age, sex and location.
Chris Miller, owner of Chris Miller Digital, is a leading radio consultant specializing in research-based strategic planning and smart use of digital media. He can be phoned at 216-236-3955 or e-mailed at firstname.lastname@example.org.