Turning Promotion into Content
on Facebook

| April 29, 2013

By Chris Miller
Chris Miller Digital

SHAKER HEIGHTS — There’s something that makes Facebook different from all other social media sites, and I’m going to tell you how you can use it to your advantage.

Facebook has a vested interest in showing you the best content.  They’re also clearly suspicious about what most businesses and brands are posting, because they limit us from the start, showing our posts to 10-15% of our followers.

Most brands don’t do a very good job in social media.  They’re stuck in an old model of pumping out marketing messages, and that’s what they do on Facebook.  You, as an individual, didn’t get on social media to be advertised to!  Neither did your followers.  When you cut and paste your promo liners to Facebook, or try and write to your followers like you talk to your listeners, you’re confirming Mark Zuckerberg’s view that it’s in his interest to block your fans from reading your hype.  Your promos cut down on his users’ time-spent-engaging.

So here’s the secret.  Turn your promotion into content.

Think about a garden-variety talent-at-a-client-type appearance.  What most stations do is explain the whole thing with too many details and too many exclamation points.  Instead, take each piece of the promotion, and think about what would make it interesting to your fans.

Is there a prize they could win?  Show it to them, or describe it.  Show them a pic and give them a link to read more about it.  Give them access to reviews, if it’s a product of some sort.  Ask them a question about it (and not one they can give a yes/no answer to).

Where is the appearance going to be?  Show them a photo of the place.  Give them a link to an online map of the location.  Link to the business’s website so they can see what sort of place it is.

How will they find you?  Show them a photo of your promo team on site somewhere else.  Show them a photo of the talent who’s hosting the event.  Tell them the names of the promo person or team, along with a photo of them.

What will you do on site?  If you have some sort of game you play to win, show a photo of people playing it.  Action photos are much more likely to elicit a response than a posed shot.

Is there some special information you can give them?  Here’s where you can make your Facebook page more valuable.  Can you give them a special prize to win?  Give them a special certificate for a discount that’s only available to your Facebook fans?  Social media is not just an echo chamber for your broadcast; it’s where your biggest fans go to get more access.

When you use Facebook to give your big fans things they would like, instead of things you need them to know, they react more positively.  They “like” and share and comment on what you’ve given them.  When they do that, Facebook shows your content to more and more people.

Many other social media sites have a way for users to give a “thumbs-up” response to content.  So far, however, no one but Facebook is doing so in such a sophisticated manner.  Start finding those ways of turning your promotion into content, and you’ll be a Master of Facebook, getting a significantly larger reach and more impressions than your competitors!

tbugkChris 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 chris@chrismillerdigital.com.

 

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Category: Digital