There’s Content and Then There’s the Right Content.

I was scrolling though my Facebook feed this morning…as many of us do…and noticed an update from a radio station that I use to program in Des Moines. It was what I consider a pointless status update, more of a commercial than an update really. I’m sure most would just scroll by or delete it. Being in the content building business, I headed to their page. Oh boy…

A quick bit of  background here: 95 KGGO is a Rock station that, over the past 35+ years has evolved into a Classic Rocker. They’ve always been a monster in the market and set the tone for rock in central Iowa for years. Personally, my 13 years there as Promotions and Program Director generate some of the best memories I have of my days “in radio.” Like many stations it has become less local and live staff has become scarce. I’m sure a favorite station of yours “isn’t what it use to be.” But this is not about whining about the “good ol’ days” of radio. The fact is, the way the business of broadcasting is done has changed. However, the need to build audience and create fans has not.

That brings me back to their page. It does little if anything to make anyone care about KGGO. It does little to tell me about what and who they are. It does little to make me love them. It does EVERYTHING to sell me something. And that is exactly why they are failing in taking advantage of Facebook as a way to create passionate, lasting fans.

I’ve noted the problem areas in the screenshot on the left. (Click on it to open a larger version)

  1. The ‘About Us’ doesn’t tell me about them. It offers a phone number that, when called, went unanswered. This station has heritage (note 35+ years of it above), is there really nothing you can tell me about?
  2. The “Listen Live” image/link takes me to a page that has no audio and no information listed. If you’re going to have a “listen” link there, I really ought to hear something.
  3. There is soooooo much content dedicated to “pimping” the station and contesting. For years, the effectiveness of “caller number nine” contests on radio has proven to be nil. Why would anyone think it would be great to promote it on Facebook?
  4. Holy crap! Some actual personality content. I love the South Park version of on-air guy, Clutch. There’s an actual attempt at interaction with fans. Sadly, it goes no further than one question. There’s no conclusion. The photo of the guy with the hat (on larger version) is hilarious. While I’m sure the first reaction by the station brass is that they would not like this guy to show up at a client. However, the thing to do is embrace him. Make this guy the Fan of the Week. Too much fun is possible here.

What kind of content creator would I be if I didn’t offer some additional ideas on what to post that someone would really care about, keep them coming back and (shocker) actually listen to the station. Okay, along with what I’ve already mentioned, here you go:

  1. Involve your fans. Why not check out some of the pages of your fans and share something they are sharing. Keep it light-hearted and don’t get personal. If their sharing a link to something the station is known for, share it. Don’t share personal tragedy or hardship. You want them to like you…
  2. More photos of events…with fans.
  3. Snippets of on air audio.
  4. Comments from the staff. In this case Bob and Tom, a syndicated show, isn’t in house and can’t comment on every affiliate’s page. But, they are commenting on their own page. Share it.
  5. Video, video, video! Create your own, share music videos, comment on Youtube.

So, who’s’ going to do all this? Start with the person that seems to have plenty of time to post ads and promos for contests now, but also involve everyone of the people at the station. They’ve probably got more ideas! By the way, have they all “Liked” your page?

Sadly, KGGO is not alone here. It’s a challenge each and every day with each and every project to keep fresh and compelling content coming. It’s not easy and it’s really not free but, it is worth it. so, Do it for the fans!

Speak Your Mind

*