You NBA fans will remember the exciting years we witnessed here in Detroit in the mid-2000s when the Pistons emerged as the league’s hardest working team. They won a championship in 2004, besting the Kobe/Shaq-led Lakers in the NBA Finals, and continued to play great basketball until age, change, and bad draft picks conspired to erode the team.
At the center of the action was an unlikely hero – Ben Wallace – whose big Afro symbolized the rebellious nature of the team. Wallace was not an offensive threat and was a terrible free throw shooter. But he could block shots and rebound like no other.
Wallace attended Cuyahoga Community College and Virginia Union University. Suffice it to say, he made the NBA as an undrafted free agent, and kicked around the league until the Pistons acquired him in 2000. He even spent some time playing basketball in Italy.
Big Ben (they rang the gong whenever he scored or blocked a shot) will retire at the end of this season, having just racked up his 7,000th career rebound. Over the last decade, he was named NBA Defensive Player of the Year four times – doing all those dirty jobs on the court that few enjoy doing. He has also set an NBA record for most games played by an undrafted player.
At only 6’7” tall (very short for NBA centers), Wallace was asked about his rebounding prowess last week, and shared his secret for clearing the glass:
“It just says I’ve played with guys who have missed a lot of shots.”
And that speaks volumes about how opportunity works – doing jobs no one else likes to do and taking advantage of mistakes that others make.
In radio, these same opportunities exist – doing the jobs, tasks, and excelling in areas that others overlook.
Becoming an expert on PPM (or even the diary in medium and smaller markets).
Helping your station make money with logoware and merch.
Becoming the Twitter king of the market.
Finding new ways to use new tools like Google+, Pinterest, and Instagram.
Becoming the best in the market at sales appearances.
Becoming the best voicetracker in the cluster.
Focusing on event marketing and generating non-traditional revenue for your station or cluster.
The list goes on – because there are so many ways to become indispensable in radio stations and groups as the channels proliferate. Seth Godin wrote an entire book about being your organization’s linchpin.
For the Pistons, other players scored more points, dished out more assists, hit more 3 pointers than Wallace. But by capitalizing on opponents’ mistakes and doing those nasty jobs no one else liked to do, he carved out a career and became one of the most pivotal players in the game.
Anyone can do this.
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 1,300 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.
Fred was inducted into the Radio Hall of Fame in 2018.
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What a great piece, Fred. I remember leaving Clear Channel in 2008 and talking myself into having the guts to walk away from programming and study this emerging social space.
I recognized that our industry lacked a solid “go to” person for social (and some digital) so I didn’t know if it would work. It was simply opportunity laying in front of me to do something that I love and at the same time carve out my new place in this industry. Thank you for this piece.
You are the poster kid for social in radio, Lori, another shining example of going where others didn’t want to go. Our industry needs more than just PDs, AEs, & DJs.
Another great piece Fred. If an air-personality is just doing “four and hit the door” and letting the intern update his facebook page then he/she will soon be cut from “the team.” The medium has changed and with this change comes a great opportunity to make yourself more valuable than ever. The “show” doesn’t stop when you get off the air. Make sure you are interacting with your listeners 24/7. Don’t just cut and paste from Radar.online and place it on your facebook page. ENGAGE your listeners. If a thread on your page “blows up” it will work on the radio. Comment on your listeners page without them posting on yours. They will be impressed and they will become FANS of your show. Listeners aren’t loyal…fans are ambassadors of your brand. You want FANS! There are so many social media tools out there. Its not just a battle of creativity its a battle of technology. Embrace it before its too late.
Danny, good advice. Thanks so much for taking the time and reading our blog.