The Fourth Wall
Written Apr. 20, 2010 by Tom Webster in Social Networking with 1 Comment
I was recently asked by a journalist if I knew of any radio stations that were doing a particularly good job with social media. Before I could answer that, I had to come to terms with what my definition of "a good job" really was. I think it comes down to this: there are three levels of engagement with social media as far as a radio station is concerned.
1. Broadcaster. This sums up most of the social media efforts I have seen associated with radio stations, and I'm not knocking this, per se. You are broadcasters. You are good at broadcasting. Twitter, at least as it is used today, is primarily a broadcast platform. So there are certainly a lot of you using Twitter, Facebook and others to "push out" messages about your station.
2. Sharer. The next level of engagement involves sharing content with your listeners (and others) that isn't necessarily related to your station ("selling your dumb stuff," as Chris Brogan articulates it.) Becoming a sharer means putting yourselves genuinely in the shoes of your listeners (not the shoes of your PD or GSM) and passing along links, coupons, information, concert dates--whatever might add value, whether it's station-related or not. Your being a sharer is not only more valuable to your existing listeners than broadcasting, it's also the best way to pass the Turing Test for potential new listeners and followers.
3. Breaking the "Fourth Wall." Here, ultimately, is where my definition of "doing a good job" in every sense of the word lies. Once you get beyond broadcasting, and even sharing, you start to have conversations--not just replying to those who 'call your name' on the social web, but joining in on existing conversations about your community--wherever those conversations are being held--and adding value where ever you can. In theater, the "fourth wall" represents the imaginary wall between performers and audience. This "wall" is typically not breached, but when it is--when the actors directly address the audience--the audience becomes more than just spectators, but willing participants and co-conspirators. Do it right, and they'll even become your friends.
People don't fire their friends.
Reader Comments
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awesome point. nice metaphor. the fourth wall is a useful tool to reassure actors that there really is nobody out there. Pay no attention. There is only a wall. But on some level, the actors KNOW and even HOPE there is someone on the other side of the wall. otherwise, what's all the drama and comedy for?