At my last job, I built relationships with radio stations all over the country in the hopes that I could serve them the best music that I had at the moment. As a result, I started following many Program Directors, Music Directors and DJs on Twitter. It’s a great way to get to know someone on another level…to extend the relationship a bit. Or so I thought.
I’m working in a new job as brand manager for several artists and now that I’m not as engaged in day to day relationships with radio stations, I’ve been watching Twitter in a new way. Twitter was (maybe still is) the new hotness in social media. Many in radio got excited about the possibilities and jumped in. After all, it’s another place for you to interact with listeners and build relationships, right? Sure. If that’s how you approach it.
The big trend in radio today is to build relationships with listeners rather than to just broadcast at them. Folks are realizing that it’s not just about playing great music and doing family-friendly things. In fact, family-friendly isn’t proving to be anything more than a slogan. It’s not setting apart many Christian radio stations from their competition in the market either. Most AC stations are family-friendly too…and many are better than your CCM station. So what will set you apart? Relationships. People want to feel like they know you…like they belong. DJs are more and more willing to live their lives on-air. Those who are honest, vulnerable, authentic and bring the listeners into their stories are the ones who will win. So many in radio have taken to social media in an attempt to build those relationships as well.
But they’re going about it all wrong.
What I’ve noticed on Twitter (and Facebook) is that radio personalities are doing a great job interacting with folks while they’re on-air and a TERRIBLE job of interacting with folks while they’re off air. Do you really think people only care about you while you’re talking on the radio? My Twitter feed has been clogged each morning with dozens and dozens of radio personalities tweeting about the same crap that they’re talking about on-air. OR worse, they’re telling Twitter followers or Facebook friends to tune in for some content or some call-in or some contest. Why not run a Twitter or Facebook specific contest? Or put out Twitter/Facebook specific content? People who follow you in those places care on an entirely different level than a random person who listens to your station just because they like Casting Crowns.
More importantly, why aren’t you tweeting or updating your status when you’re at home, or out on the town or grabbing lunch. What’s happening in the office? Reacting to any news stories of the day? Sharing a quote from that book you’re reading? Not all of your Facebook friends/fans or Twitter followers will listen to your show so don’t save all of your daily experiences for on-air. Let those folks into your world.
Wait…you have no life beyond the radio station? Get one. If I was your PD I’d make you live it up…be out in the community. Take your family to the movies. See the big play that’s in town. Take your wife on a date once a week. Go to a baseball game. Buy the new thing everyone is talking about. Oh yeah, I’d let you expense all of those things so that you’re not LAME on the radio. If building relationships with listeners is about sharing life on the radio and you don’t have one either you need to get one…quick OR your PD needs to find a DJ who has an interesting one.
I like radio. Spent my entire childhood listening to the radio and 7 years of my professional life working in or with radio. I want you all to win! So stop using social media as an extension of your show. Stop regurgitating the same crap you talk about on air. Stop tweeting and updating your status only during your show hours. Get a life…and be active in social media all day long! You can keep people engaged with your brand 24/7. That’s where you win. Constant engagement that’s rooted in the fact that you CARE about your audience wins every single time.
Notice I said that you have to CARE. Yep. The fact that anyone gives you even 5 seconds of their attention is a BIG deal. It should humble you like crazy. So care about those people. Talk to them. Don’t just broadcast at them and talk about how awesome you are or what’s happening in your show. Listen to people on Twitter and Facebook. Follow fans of your station or show. Comment on what’s happening with them. Radio has always sat back and let people call the station or show up at events so that the station can hear how awesome they are. We’re in a world where you can reach out to anyone you want at anytime. Do it! And not just during your show.
