|
If your station
is using Twitter to communicate with fans and bringing new people to
the brand, good for you! Because Twitter is somewhat of a new tool
for radio, there are no perfect rules or steps to follow for
guaranteed success. Having said that, here are a few ideas to get
you started using text messaging to reach your goals.
Consider the
goal of your tweets. So many times we tend to grab hold of a
new tactic and move forward without a thought as to how it fits into
the overall strategy, and how best to utilize it. Before you send
your first tweet you should have a clear understanding of what you
want your twitter feed to accomplish.
Communicate
to your listeners how many times they can expect a tweet. And
consider having separate accounts based on this. If your station
sends out a daily verse or positive thought via text, have that be a
separate feed than the one where your morning show is sharing info
two times a week. On your website let people know how often each
feed will be active. But don’t go overkill on this either; your
station shouldn’t have seventeen different feeds simply because your
can. In my opinion, two to three would be best.
Use Twitter
for relevant breaking news. I can’t emphasize the
“relevant” part enough. Your station isn’t CNN, and you shouldn’t
act like it. But when something happens that is highly relevant and
interesting to your target, make sure she is made aware. Consider
pounding out a quick “article” on your web site to direct her to
from your feed. Make sure you write the article in a way that is
consistent with your brand. Don’t be lazy and copy the Associated
Press feed; make sure ALL your content reflects your station’s
values.
Breaking news
can also be happening on your station. Another tactic to use
Twitter for is to drive immediate listening to your station, both on
FM and online. When a special guest stops by the studio, tell
people ten minutes before; and make sure to include a short link in
the post to your streaming feed. But just like you protect your
on-air product; make sure you don’t abuse this ability. One of your
core artists on the air is a reason to tweet; giving away tickets to
the local folk band concert is not. Remember to filter all your
tweets through the “does she really care?” filter.
Utilize a
Twitter Account for Sharathon. A friend and I have kicked
around the idea of setting up an automated feed the tweets each time
the station receives a pledge. Or maybe you only tweet when you are
close to making a plateau goal, or just made one. This is a great
example when making a special feed would be appropriate, and then
encouraging people to sign up as you promote your on-air event.
Because of the number of tweets this concept could generate in a
short period of time, this will be more of a novelty use.
As with many
digital media tools Twitter has created tremendous potential to help
your station reach maximum potential. But it also can be dangerous
if used in the wrong way. Before you engage your audience via text
message, take time to consider the right way to do it.
Have a thought or question? Get a hold of me at
scott@radiorenew.com!
---------------------------------------------------------------------------------------------------------------------
Scott Michaels publishes engaging radio dialogue at
http://radiorenew.com and is an experienced Program Director in
the Christian AC and CHR format with fifteen years experience.
He landed his first full-time radio position in Portland, Oregon,
and has since programmed stations like KKJM/St. Cloud, WQCK/Baton
Rouge, KSGN/Riverside and KWPZ/Bellingham & Vancouver BC. He
also recently spent time as the Director of Operations & Research
for CRISTA Broadcasting (including KCMS-FM) in Seattle. Alan
Mason, John Frost and Scott Valentine are some of the many whom
Scott considers mentors.
|
