I recently read something that completely changed my outlook on how we use social media for radio station promotion. WHY are we always saying “check us out on Facebook” when that’s not where we completely showcase our brand.
Where’s the one spot that has all your contests, logo, mascot, on-air bios, music info, colors, BRAND…your website! Rarely do I hear jocks tell their listeners to head to their station website. Why are we so obsessed with our socials? I remember it being pounded into my dome “you must post X amount of times on socials every hour.” I never understood that. Sure, I get listeners are scrolling and there’s a chance they could see one of our posts if we post every hour. However, the algorithms will bury your posts if you do it too often. Facebook is notorious for that.
CONSTANTLY posting will do a few things:
- The content won’t be great. If you’re on your talents’ butts to post a specific amount every hour, they will just throw something up there to have a post. It won’t be genuine. It will most likely be garbage. It definitely won’t be authentic.
- Like I said above, your posts will be buried. The algorithm will not push it onto the feed of others.
- People will stop following. If you’re constantly putting stuff out there just to put stuff out there, it will annoy your listeners and they’ll “unfriend” you quicker than MGK switches genres.
So, what do you do instead? Go old school and redirect everyone to your website. Make sure you have something there worth their time of typing in your site. It’s so easy to click on the FB, Tik Tok, Insta icon on your phone. They have to actually search for your website so it better be something good. OR, I know this sounds redundant, tell them to hit up fb, Tik Tok, Insta…whatever, but have your website link at the top so they can click that and head over to your site. “Wanna hear more about Britney and her day of twirling? Our website link is at the top on our facebook page. Britney, Chappell, Sabrina, all the dirt on your fave ladies is all on our website…”
Let’s not forget about that website. Sales will LOVE you to redirect listeners there due to the amount of sponsorships sold on the site. With AI and everything new coming out, don’t let the oldies but goodies go by the wayside.