Life Rewards Action
Written Jul. 23, 2009 by Tom Webster in Social Networking with 1 Comment
CNBC recently reported that the Explosion in Social Media has failed to create many jobs--at least, so far. While there are some consultancies and services out there that absolutely add value, most companies are finding, as Sawhorse Media CEO Greg Galant quips in the article, that "you can’t spend money on Twitter even if you wanted to." Most companies are simply shifting existing personnel over to fill social media roles, and since social media really only requires effort and strategy (as opposed to making a "buy"), more and more companies are finding that making the effort on Facebook, Twitter and FriendFeed is a very effective and cost-efficient means of building customer satisfaction and loyalty.
Considering the low cost of participation in social media (for me, it's about 45 minutes a day, give or take) and the potentially high rewards, it's really a no-brainer to get involved. With most companies not making outside hires to fill social media roles, and with radio budgets in particular slashed below the point of sustainability, no one is taking the community manager/social media outreach coordinator position at your station. No one, that is, except for you. The best part: the only qualifications you need to be an effective social media presence for your station are passion, enthusiasm, and a genuine desire to connect with your listeners and others who are talking about your brand.
I know it's very easy, given the likely state of your station's financial picture, to lament the good old days, complain about what is happening to the industry, make up funny names for your CEO and focus on the various missteps and wrong turns your station, cluster and/or company have made over the past 5 years. You may not be in a position where you think you can do much about your company's failed digital strategy, and you probably won't be getting a spiffy new website anytime soon. But when it seems like there is nothing you can do, nothing makes you feel better than doing something. Life rewards action. Here's something you can do, at any level--you now have permission. How can I help?
Reader Comments
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Tom,
Your advice is right on the money. It's always better to light just one candle than to curse the darkness. One thing that I think could be added to this suggestion is that social media is about being social, not selling your brand or station. If someone is going to become the voice of the station on Facebook they shouldn't just make their posts blatant sales pitches for the station. Social media is all about sharing personal experiences and insights. Keep it human and real.