So it turns out I have something in common with Facebook. We’re both Aquarians.
I celebrated the anniversary of my birth last week, and it turns out that it’s in the same time frame as Facebook’s birthday as we covered in this space earlier in the week.
You all know the Facebook birthday phenomenon. When you reach a certain age in life, the birthday cards tend to diminish. Maybe you hear from a parent, a spouse, and your kids, along with an aunt or other relative. But I’m betting that the list shrinks with every passing year.
But not on Facebook. You experience a day-long celebration of your coming into this world as friends and strangers alike acknowledge your special day. Some go out of their way to attach a picture or a clever quip. And no matter your age, there’s something heartwarming about all this attention.
And then when you thank everyone for their kind birthday wishes, it often triggers a second wave of belated birthdays wishes on Facebook.
Of course, radio stations have gotten in on the action, too, since the early days of database marketing back in the ‘90s. If you join a radio station email club or two (or 27), chances are that you’ll be treated to a nice array of clever email greetings from your favorite group of DJs. This is a nice touch, and something we hear positive feedback from these email birthday cards from time to time in focus and L.A.B. groups.
But Facebook just one-upped everyone with their own birthday gift for their 1.23 billion members. It’s a personalized birthday video, set to music, and incorporating your life on their platform through your pictures, your posts, and your memories. Sort of their version of W-YOU.
You can access yours “Look Back” here.
It’s clever, customized, personal and all the things that a social network should be. It’s also a reminder about your time and experiences with the platform, depicted in a unique way.
And in an interesting touch, these mini-movies are signed “Mark & the Facebook Team.” It’s not quite like Zuckerberg is walking around from table to table, checking on the service, but it’s interesting to see the glimmer of his human side. After all, who is the face of Apple or Google or Twitter? Maybe this is the beginning of an effort to personalize the world’s biggest social network. And now there are indications that Facebook will soon offer an editing tool so you can alter your “Look Back” to get it just right.
We know that in radio, some basic attributes can be very effective – the PD as a person who listens, a personalized experience, nostalgia, connection, and sharing. These are all elements that stations need to embrace in order to stay relevant in this new media ecosystem. And when stations celebrate big birthdays, there’s a need to give the listener a present, and not just chest-pound about what a great ride it’s been.
Putting a face on Facebook. Maybe that’s a sign of things to come as this monolith begins its second decade.
Personalization, customization, warmth.
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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