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Your Social Media Strategy

| July 1, 2013

By Chris Miller
Chris Miller Digital

SHAKER HEIGHTS — “What’s the return on investment?”  That’s one of the questions that’s regularly asked by businesses of all types, while trying to make sense of their place in social media.  The more honest statement I hear is, “I know I need to be doing more with social media, but I don’t know what I should do.”

I see social media and content marketing make the needle move for businesses, but there’s one thing you have to do before you’ll see results with it: do it correctly.

The first step in doing it correctly is to come up with a plan. So, here are four steps to your new, effective social media strategy, especially designed for radio stations.

Start with Your “Measurables”

Set aside social media for a moment, and think about the numbers you’re measured on.  That means ratings, revenue, website visits, event attendance, or whatever’s important to you.  Where are you now, and where do you want to go?  While you’re writing this down, also write down your target audience.

Who Are You?

What makes your station both unique and mass appeal? This will be a very short list with only a few items (maybe even just one).  You should be able to take each item on the list and say, “We are our market’s station for [x],” and know that it rings true.

Putting it into Action

Here we’re going to take your measurable goals and the core elements of your station, and come up with an action plan.

Question 1: Where will you post? Think about your target.  Facebook, as the 800-pound social media gorilla, makes sense for almost all brands.  How about Twitter? Pinterest? YouTube? These and other networks have their own unique user profiles and ways they work best.  A Google search can pull up some of that info for you.

Question 2: What will you post about?  Think here about your target, your goals, and the essence of your brand.  Bring your heaviest listeners behind the curtain with deep, focused content about what they hear on the air … or give them chances to talk about what you do … or give them extra information to help them win contests.  What do your big fans most want to know to enjoy your station even more?

Question 3: When and how often will you post?  The cardinal social media sin is posting too often.  The next worst one is not posting enough!  Create one, two or three posts each day about this “core stuff” of yours.  Focus on quality instead of quantity.  Furthermore, if you’re posting on Facebook about something you’ll do on the air, give them a minimum of two hours’ notice.  I’d rather see you post the day before something good happens instead of several minutes before.

Twitter moves faster than Facebook, however.  If you’re tweeting about something good on your station, do so multiple times!

Question 4: Who’s gonna do this?  I suppose you can let others post videos of kittens if one person is responsible (two, max) for your most strategically important posts.

Communicate and Evaluate 

Keep it simple to start with and watch one statistic.  On Facebook, it’s not how many followers you have.  It’s Reach.  Your page admins can see a Facebook module called “Insights.” Dig into that, find your reach numbers, and watch them over time.  It’ll also let you look post by post at your performance.  You will find this eye-opening and educational, I guarantee!

On Twitter, if all you watch is your number of retweets, you will see what sort of content gets shared and shown to others.

Furthermore, tell people about your plan.  Explain what you want social media to do for you, and the strategy you’ve come up with.  That’s an important first step to raising your standards for what goes into your social media.  Somebody has to commit publicly to making your social media accountable before others will buy into it!


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


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Category: Digital