By Chris Miller
Chris Miller Digital
SHAKER HEIGHTS, OH — I’m going to give Twitter some love, by telling you three ways to use that platform to help build your radio brand.
“Bulletin” may mean different things for different formats or situations. On Twitter, you’re much less likely to get people to click on links than on Facebook. However, Twitter is a good way to rapidly send out information of some value to your fans. It might be a news or traffic headline, or when a new song will play, or when you’ll play a big contest next. I’ve been increasing Twitter fans for one client by making their Twitter feed about one thing and one thing only, and promoting that on their Facebook page.
See, we often treat Twitter as the little sister to Facebook. It’s not the same thing, and your opportunity is to make your Twitter feed clear and distinct from what you do on Facebook (or anywhere else). That’s why one big way to increase the value of your Twitter activity is to make it about something in particular. Many people are already using Twitter for information updates about things they’re interested in, so you’d be fitting in with their expectations.
I know you don’t want to hear anything good about Pandora, but if you tweet them a question or a comment, it’s likely that one particular guy … Aaron, their Community Manager … will respond to you. He’s communicating one-on-one with people around the country all day about Pandora. Some people just want to chat, some want to complain, some want to ask something, some want to just give Pandora a pat on the back. Aaron is building customer bonds with their listeners day in and day out.
Unlike calling a radio station, where a distracted DJ might answer the phone (if there is anyone actually there to do that), here’s one person who won’t lie to you or hype you to get you off the phone. He’s there to make sure you’re happy at the end of your interaction with him. While this is prohibitively expensive for one station to do, what if a cluster of stations had one person doing this? Or a region of clusters? With access to Google and automation logs, that person could keep lots of people happy from one central location. And you tell me if your 18-34’s would rather hang on the phone for a recording, or just fire off a tweet.
Similar to the first idea of being a focused bulletin service, you can micro-target a particular part of your audience. If you play currents, it might be the part of your core who just loves to know about new music. If you’re a talk station, it might be a Twitter channel where your Rush fans learn what’s going to be discussed today, and then chime in about it in real time. If you’re a sports talk station, it might be information for fans of one particular team.
Some Twitter feeds have really loyal followers. Some just get a lot of random signups from people who don’t really care all that much. Being more focused with your content is a way of getting better followers. They’re more likely to see the special value in what you’re doing. For example, if your sports talk station carries a lot of network programming about sports all over the country, you could have a Twitter feed that focuses purely on your local college’s football team. Now you’re superserving an important part of your target with multiple channels of content.
Finally, when you Tweet, remember to use your @’s to tag and get noticed by other tweeters, and your #’s so when people search for your subject, they find your channel.
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.