February’s The End Result focused on social marketing and the rapidly increasing use and importance of social networking tools for radio marketing.
“Whether Twitter survives or not, the concept most assuredly will.”
In a sense, radio is its own kind of social network as consumers connect to formats, stations, and personalities. Core listeners to a station share a common interest in the music, the morning show, the topics, etc. In fact, there’s a latent psychological community attractiveness to the idea that my friends are listening to the same thing as I am.
Radio has the opportunity to build on and positively exploit those communities with tools, technology and understanding. One tool that’s growing exponentially is Twitter. Whether Twitter survives as a technology or not, the concept most assuredly will. So, it’s important to experiment with and learn about this new social networking phenomenon. As a bonus, it’s FREE and it just might help you spread the strength of your station.
There are many ways to use Twitter, but most are time wasting. Instead, look to the Twitter pro’s to learn best practices. Below we feature a recent post by Tech guru and Twitter leader, Guy Kawasaki.
Find The Evangelists: Twitter is about finding the people in the community who love what you do. Those people will stick by you and become your evangelists. “Instead of ‘trickle-down,’ it should be ‘bubbling up,’ ” Kawasaki explained. “You don’t know who the best evangelists will be for your service.”
De-focus: Go beyond those intensely close to you and spread out. It’s about getting a lot of followers. The numbers do matter.
Follow your followers: Kawasaki is followed by 91,000 Twitter users — but he also follows 97,000. He stressed the need to follow those who follow you. “I don’t want to send the message that 91,000 follow me, but I only follow 50. That’s a message that only 50 matter.” Plus, following those who follow you allows them to direct message you. You want to open up the lines of communication as much as possible, he said.
Measure your effectiveness by retweets: Retweeting (or the “RT,” as it’s known in the twittering parlance) is the act of reposting someone’s Twitter update — and giving the originator credit for it, of course. “Retweeting is the sincerest form of flattery,” Kawasaki said. “When someone retweets you, they made a conscious decision that they like what you have done.”
Be a copycat: Kawasaki highlights the brands Comcast (@ComcastCares) and JetBlue (@jetblue) as good examples of what works on Twitter. “These people aren’t the CEOs,” he pointed out. “They’re not always toeing the company line, but they do company stuff and personal stuff which adds to the interestingness.” Web site Twibs.com is essentially a directory of businesses on Twitter. It tracks what companies are doing on Twitter and is a great resource for businesses looking to see what like-minded companies are doing on the site.
Search: Companies should search for mentions of their brands on Twitter to know what people are saying about them. Also, he said, companies should be searching and monitoring keywords that involve their products or services.
Get The Tools of Twitter: Kawasaki uses TweetDeck for its condensed display of direct messages, “@” replies are his preferred search column. He also uses Twhirl. He noted that there are tons of tools to help Twitter users get the full mile of their time spent twittering. CoTweet, for one, is a private beta tool, geared especially toward companies wanting to have multiple users on a Twitter account.
Make it easy to share everything: “I highly recommend on your blogs and Web sites you have this ‘Share on Facebook’ and ‘Share on Twitter’ button,” Kawasaki said. “I can’t tell you how many people do that per day.”
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Consistently strong ratings result from targeted multi-layered and ongoing marketing communications. To that end, social media is not sufficient on its own. However, in off-times or in periods of limited resources, social media can provide some coverage to the thought-leaders and connectors in your community.