Facebook Strategies
Written Apr. 1, 2009 by Tom Webster in Social Networking with 1 Comment
I've had it on my to-do list for a while to write a primer on how radio stations can incorporate Facebook as a listener touchpoint, but now I don't need to--Jerry Del Colliano has written a great article on Facebook strategies for radio, and I highly recommend it.
The key with Facebook (and where I have seen some notable stations go horribly wrong) is that the core units of Facebook are people, not brands or stations. I connect with people, and I am interested in people. I am not interested in your station, per se, but in a personality that represents your station. This means having digitally literate managers, like Mark Edwards, from CBS in St. Louis) or passionate, connected air talent like Helen Little at WLTW in New York.
If you represent your station in ANY capacity, either in programming, marketing or on the air, it is no longer acceptable in 2009 to be digitally illiterate, or pass off online interactions to others. "I don't use the computer" or "the intern does that" will not help your personal brand (and in times like these, that and your job are your biggest assets!) The key is to just be yourself. You don't need to (nor should you) use Facebook as a 'promotional' tool. Just log on and be yourself. Find your passion, and communicate it effectively. Friends will follow.
Want to learn more? My friend Jim Tobin (who runs a social media agency down where I live in NC) wrote a great book on using social media called "Social Media is a Cocktail Party: Why You Already Know the Rules of Social Media Marketing. I highly recommend the book--in essence, if you know how to behave at a cocktail party, then you already know what to do on Facebook. Just be human, relatable and authentic. And don't drink too much.
Want to connect? Meet me on Facebook, Twitter or LinkedIn--I saved you a seat!
-Tom
Reader Comments
Your 2¢, in chronological order — add your comment below.
Great article. I have been working with my client stations on just this topic. Another great personality who does a fine job at using Facebook is Paul Poteet, part of the WZPL Indianapolis morning show. I have an article on my blog that addresses how women use Facebook at http:mstiquemarketing.typepad.com. If your station is focused on women, then Facebook is one of your best friends, but using it correctly is so important!