With some degree of regularity, I talk with programmers, marketers, and digital staffers who tell me, “We’re killing it on social media.”
Of course, they’re often referring to the metrics, the accumulation of “likes” and “followers,” and other statistical measures of successful interaction that are – at their core – just numbers. They omit the emotional connection that truly drives engagement and loyalty.
And to that point, a new study from Marketo, conducted among marketers and consumers in France, Germany, the UK, and the US suggests that many companies and brands may be missing the mark = and not even realize it.
Marketing Profs’ Ayaz Nanji writes that B2C (business to consumer) brands – like radio stations – may be inflating their ability to genuinely connect with their audiences socially. In fact, nearly half (47%) of these consumers say brands could improve their game.
The gap between what companies say and what their audiences think is a wide one. In the study, more than 8 in 10 marketers (83%) are more positive about their engagement than the one-third of consumers (33%) who agree they’re doing a good job.
Where’s the friction? The biggest complaints from people revolve around brands that send too much irrelevant content or don’t have anything to offer or say outside of their core products and services.
And the stats that caught my attention were on this chart, showing the most frequent channels of engagement, according to how consumers say they interact with brands:
It’s interesting how the two “oldest” digital channels – email and websites – outflank social media, chat, apps, forums, and videos. And yet, I’d bet that if you inventoried resources that radio deploys in its pursuit of engagement, the pecking order might look a lot different.
And that begs the question of whether radio brands are truly involved with outreach activities congruent with how they’re valued by the audience. Are there too many messages, posts, and emails? And is the messaging on target? Of course, a simple database survey could take the mystery out of several of these questions?
And engagement might get a whole lot better.
So, are you “killing it in the social space?”
And is that the optimal way your audience wants to engage with your station?
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,000 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.