By Chris Miller
Chris Miller Digital
SHAKER HEIGHTS – When it comes to social media, you’re either building your brand, or spinning your wheels. Here are a few tools you can use to evaluate the job your station is doing on Facebook, even if you hardly ever go on social media yourself!
Who’s on, First?
You work to talk with your target, whether it’s on the air, on site at an event, or online. Who is your target? Are you getting those people to hang around with you on Facebook? Here’s how to tell. Click thusly: Your station page > View Insights > People. You’ll need to be an administrator for your page, or doing this with someone who is.
Here, you’ll see a graph that fits surprisingly well with your ratings info! Among your fans, it shows your balance of women to men, and then breaks that down into the age cells we know and love … 18-24, 25-34, 35-44, and so forth.
At first glance, I sure hope that there’s some obvious overlap between your broadcast profile and your Facebook profile. If you target Men 25-44 and your Facebook page skews female, something’s not right! Before you make too many assumptions, however, click the tab that says “People Reached,” and notice whatever differences you might see between that and “Your Fans.”
You never reach all your fans with any one post… and if you do Facebook right, you will regularly reach your fans’ friends. Who you are reaching is more important that who your fans are. How does that reach profile compare to your target?
The big question: Is the Facebook content you’re posting allowing you to reach the people you want to reach? Here’s how you can start to figure that out.
What’s Working for Ya?
What sort of Facebook posts are the most powerful? Click this way: Your station page > View Insights > Posts > Post Types. Now you’re looking at the different types of posts you’ve put up. If you’re like almost every other brand on Facebook, your list looks something like …
… and there’s a dramatic difference between these four types when they’re measured on reach and engagement. SPOILER ALERT! Your takeaway is that what works are: 1) posts with photos, and 2) posts that are clean, short status updates. For all those times when you write some text and add a link, pause before you post. Add a pertinent photo to what you have written, so Facebook will show it to more people.
Then, scroll down that same page to the “All Posts Published” section, and look at the little “Reach” bar graph for each post. Do some of your posts reach far more people than others do? That’s natural. Figure out what the common threads are between what works well, and do more of that.
What about all those posts that have sort of a middling reaction compared to the real hit stuff that you’ve posted? Those are OK if they fit your brand. If you are posting content that has nothing to do with your brand that no one is seeing or engaging with, you can stop doing that now! Go do something that will grow your station, instead.
When to Post
Just like people listening to your radio station, your Facebook content gets viewed at predictable times each day … and more so at some times than others. Unfortunately, the peaks and valleys in your broadcast day will often not line up with those in your Facebook day.
Start by going here: Your station page > View Insights > Posts. You should be looking at a section called “Days,” and a section beneath it titled “Times.” Let’s start with that “Times” graph.
You can see there are times of day when you have more people available on Facebook than at other times. You may even notice peak times during the day when you do best of all. When you have important things to post, those would be the times of day to focus on.
Also look at the “Days” section, and you’ll see there are some days with bigger numbers (more available eyeballs) than others. Most likely, you will not have drastic differences between the different days of the week. If you do, it’s not bad; it’s just something else to keep in mind.
Then, hover your mouse above each day’s bluish block, and a line graph will pop up over your “Times” graphic. When you hover above, say, Tuesday, it will show you how Tuesday is different from your weekly average when it comes to when people are most available. Check each day, and notice any major differences between your daily graphs and your full week graph.
Now, what if you have a big, active morning show that delivers a lot of audience, but your Facebook crowd doesn’t really kick in until just before lunch? That means your morning show needs to be addressing your Facebook fans in the afternoon and early evening. Those will be the most valuable times to entice your social media followers to come back the next day, instead of during the morning show.
Talk to the right people, create posts that fit your station and that will get seen, and do so at times when people are available to see ‘em! I hope this takes some of the guess work out of your social media efforts. Your Facebook fans are eight to ten times more likely to interact with you than your average listener is. Get this stuff right, and you can tap deeply into the small number of fans who deliver the bulk of your listening.
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 emailed at email@example.com.