Many years ago while visiting 98Rock In Sacramento, then-programmer Jim Fox asked me if I wanted to sit in on a session he had arranged for his airstaff.
The guest speaker? A promotions assistant tasked with introducing the station’s on-air talent to MySpace. I had not dipped in my consulting toe to social media, so I joined the group. And what an eye-opening experience. She put up her MySpace page on the big screen, and walked us through how she used the platform, and how it allowed her to connect with friends, family, and co-workers.
At the time, I remembered how amazed I was at her willingness to reveal her personality – her nerdiness, her insecurities, and vivid details of her social life – dating and parties. As a member of a very different generation and a guy, I found myself surprised at how this website could change the way we interact with others. And I immediately started realizing how a radio station might make use of this tool.
Fast-forward to today. And please pardon the apparent click-bait headline.
Here we are in the middle of yet another impeachment trial, and I have the nerve to get all political on you in this blog. But before you “X” this post out or cancel your subscription, walk with me for a bit.
Yes, this post is about a true political lightning rod – Alexandria Ocasio-Cortez. But I’m not talking about her views, the Green New Deal, or anything she stands for or against, the people who adore and laud her, or those who vilify and despise her.
No, this post is about her “superpower” – she is a stone cold pro with social media. And most members of Congress are anything but.
Recently, AOC did something for her fellow Democratic members of the House that was truly unique;
She gave them social media lessons.
Suspend your feelings about Ocasio-Cortez – good, bad, or indifferent (really?) – and check out her rabid and impressive followings on multiple platforms:
Facebook – 233,830 “likes” (or “followers”)
Twitter – 12.3 million followers
Instagram – 8.8 million followers
YouTube – 75,000+ subscribers
Twitch – 1 million followers
She owns social media in the political world. And she knows how to use it to her benefit. In contrast, Democratic Senate leader Chuck Schumer has 3 million Twitter followers, Nancy Pelosi has 1.4 million Instagram followers, and Elizabeth Warren isn’t on Twitch – yet.
AOC isn’t just pulling in strong numbers on several platforms socially; she uses them especially well. The photo at the top of this post is a recent session with constituents and guests – talking what happened with GameStop on Wall Street. The banner above tops her YouTube page.
In December at the conclusion of her first term, Ocasio-Cortez recorded a fast-moving video summing up her first two years in Congress. Branded as “2 Years in 2-ish minutes,” the video runs longer, but provides a great example of effectively communicating her agenda and accomplishments to her constituents.
It’s a statement of her ROI – underscoring how she earned 72% of New York’s 14th district for her re-election this past November. Clearly, her commitment to creating interesting and relevant content and distributing it to her homies – and the world – has becomes an effective way to get her messaging across. And other members of Congress are paying attention.
Last January I was sworn in for my first term in Congress.
So, what have we accomplished since then?
Let’s take 2(ish) minutes to review. pic.twitter.com/Q2Xgp48rTN
— Alexandria Ocasio-Cortez (@AOC) December 11, 2020
But it’s not just about campaigning or raising money. AOC’s knowledge of social media – how it works, where it goes wrong, and how it can be abused by users and CEOs – goes to the heart of what America is dealing with in 2021. Technology is light years ahead of policy makers in the U.S., and around the world. How can lawmakers and leaders do their jobs if they don’t understand the DNA of how communications work in 2021 – and beyond?
AOC’s laser-focused grilling of Facebook’s Mark Zuckerberg in 2019 went viral – racking up tens of millions of views all over the web. It was the first time anyone had seen a tech mogul like Zuck back on his heels, trying to justify his company’s questionable policies.
As we look ahead and realize just how important a handful of companies are to America and the world, someone with knowledge and perspective has to ask Tim Cook, Elon Musk, Jeff Bezos (now Andy Jassy), Jack Dorsey, and yes, Mark Zuckerberg those tough, probing questions – and hold them accountable.
And that’s why it was noteworthy last week when AOC shared her social media prowess and experience with her fellow Congressmen and women in a Zoom meeting. Axios referred to it as a “master class” – a chance for her peers to better understand how the social tool kit can be used to disseminate their messages and agendas as they try to pass legislation and connect with their communities.
In a story titled “AOC tutors Dems on mastering social media,” Axios reporter Alexi McCammond described how this tutorial “signals a shift within the party.” Clearly, some of the younger members in the House are social media “natives.” First elected to Congress in her twenties, Ocasio-Cortez is just 31 years-old, and cut from a very different cloth than many of her colleagues. Many of the “old guard” have fundamental questions about how these platforms work, and how they can best be utilized. And they’re leveraging her experience and expertise in the space.
While many of you are doing your jobs with fewer co-workers these days, the fact is that each and every one of them has their own “superpower” – something they do or know better than most of us. We’re talking about the boss in the corner office, the traffic manager, or that summer intern.
Who on the staff is that social media pro?
That podcasting expert?
A skilled website designer?
An expert on gaming?
A video producer or editor?
A community organizer or fundraiser?
Now, not all of these skills are going to be covered by fellow staffers in your building. But I’ll bet there are many of your co-workers who have knowledge about key areas of expertise your entire group could benefit from. How can you learn from those on your staff, in your building, or around your company?
Most companies do scant training of their employees, whether they’re in programming, sales, marketing, or digital. And thanks to COVID, it has become even more challenging to share knowledge and expertise.
What are their “superpowers?”
In radio, we have many of the same goals and challenges facing politicians – clearly communicating what we do and explaining why it matters to large numbers of fickle fans – in other words, our constituents. How can we find and tap into that small group of über P1s who will campaign for us – whether that means sharing our content, telling our story, or carrying around a meter or a diary?
And how can we do it in a way that’s cost-effective, entertaining, and attention-getting?
What “superpowers” do your fellow staffers possess?
Find out and tap into them.
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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Good post. Just shows what’s old is news again. The best radio personalities have always been controversial. Had strong opinions and stick to their ‘guns’. Unfortunately in today’s culture, these strongpoints will only get you fired if you offend the ‘wrong’ party. The message is the same on any media.
Glad you enjoyed the post, but perhaps I wasn’t as clear as I should have been. Set aside the Green New Deal or the fact AOC is a lightning rod. My premise is that every staff has people (often young) who have amazing skills they can teach the rest of the group.
Thanks for the clarification. I wasn’t disparaging AOC or her brand of populist political thought. I was pointing out the somewhat ‘hidden’ side of the post that, being a lightning rod catches the lightning. These days being the lightning rod at a media outlet, old, new or whatever is more likely to get you burned, after you get the ears and eyes.
On that, John, we agree. I’m sure many would concur that being there is often a danger in being “that guy” (or gal). Thanks for the comment.
The difference between Sandy and the rest of us is, Sandy can’t get fired if she says something the advertisers or the blue check brigade on Twitter doesn’t like. We can.
And yes, every radio station I’ve been in has a selfish, self-centered, narcissist on staff. That’s nothing new.
Be careful what you wish for.
Carter, I don’t think the post was about hiring “a selfish, self-centered, narcissist.” But I appreciate you reading it.
The lack of investment and development of promotion teams will result in less opportunities to bring future superstars into our business. Just look how many staff from all departments were once “van drivers” and worked their way up. Without the “street team” as a recruitment tool, incubator and proving ground for potential talent, I believe we’ll have significantly weaker farm teams and ultimately lose out on access to those fresh ideas and super powers.
And of course we’ll weaken the important personal connection to the community that social media can’t provide.
It makes you wonder how many interns and “street teamers” went on to become highly contributing members of radio society. I’m thinking it’s a lot, and I share your concern that the industry is in danger of losing its farm team. My hope is that those left on staff can bring an intangible to the table. Thanks for chiming in.
Sorry not everyone got what you were saying. I especially liked that you included the intern and the traffic manager, as these are people normally left out of the programming or promotions meetings, the “invisible” staff members who could have the superpowers that your station can benefit from tapping into.
You just never know where the next great idea or revelation is going to come from. Thanks, Marylee.
Fred, this one hit home for sure. You know I have been very narrowly focused on Twitch and bringing amazing talent, presently within radio stations and those that have been shown the door, to the platform. When I talk to programmers about whom, inside the stations, can assist and be the Twitch person, I am seeing everyone from receptionist, engineer, board ops, all brought in to take it on. Twitch is NOT a difficult task, it’s just one for the curious and I see it coming forth in many different areas. Thank you for this one. Have a great day.
Thanks, Don. Oftentimes, all it takes is for one highly motivated person inside the station who is willing to work hard to champion a project. And their enthusiasm gets contagious. That’s why I was going for here. Thanks for commenting.
“Well, there (they) go again.” to paraphrase President Reagan. And, just by using that quote to illustrate people missing your point, the polarization of opinions on Ronald Reagan will pull readers in either direction. Radio has an internal problem. Recruiting smart, social media savvy, young people. Even more during a pandemic that has eliminated street teams for the time being. difficult. Staff stretched to the limit leaves social media tasks undone. We who were not raised with a device as an appendage can learn a lot from people like AOC. It’s about effective communication, not political affiliation. Thank you. Fred. Especially for taking the risk of being misunderstood.
You’re right, Paul. The mere mention of a politician’s name is an open invitation to vitriol – from both sides. Appreciate the comment, the support, and regularly reading my stuff.
Obviously you are correct Fred but there are a few difficulties you didn’t mention.
People like Ms. Ocasio-Cortez are akin to professional athletes. Sure, everyone can play basketball, but only 450 of them get to play in the NBA. While they are so good they make it look easy, it is clearly not. What about others including the tens of thousands that play D-1 ball and don’t sign for millions?
Not to mention the hundreds of local bands in every market while a select few like Taylor Swift take home most of the money?
Everyone can do Social Media but the successful ones like Ms. Ocasio-Cortez are the outliers. They get the glory and the followers; everyone else is fighting for the scraps.
I saw a British stat that I’m sure translates here as well that 1 in every 3 under 25 year old’s wants to be a Youtube star. They all know you can make money off attention and see people making big bucks. But few do is successfully because it is a job like any other that takes hard work, skills and luck.
To do Social Media even passably well you need someone who really knows it. It takes a specialist and the only headlines radio makes about “jobs” is for shedding them, especially for something that is hard to quantify.
I get it that we can do it better. There are best practices for anything you do and if these are tools we need to use we should be proficient but that brings me to the second concern – we don’t own that audience.
Representative Ocasio-Cortez doesn’t either. All those Facebook followers she has amassed help the very person she was grilling. He loves to see her drive “engagement” so he can monetize them.
Don’t forget that Facebook is making it harder every day for you to reach those fans unless you open their wallets to them. Sure, we can amass a hundred thousand followers but they use their algorithms so those fans don’t see what we post. Unless we pay them of course which, being a capitalist, I totally understand.
While I get that you have to fish where the fish are, I am tired of others making billions off our backs. I still remember broadcast.com.
I’ve made quite a few deals with the devil over the years but it never feels that good. That is the conundrum I’d love to see addressed in future writings.
Absolutely! And, this is why I never understood anyone willing to be a promoter of anything, be it a radio station or product or brand. Sure, you may love their product and you’re an official member of their “street team,” but you’re helping them make money while the only thing you get is the satisfaction of being a fan? Sure, you get a gold star and free t-shirt, but you give them ideas and hard work that may give them a way forward and make real money. Really? No thanks! You have to hire me and pay me first before I do your heavy lifting. Speak!
Actually, Carl, many street teamers are paid, perhaps not as well as brand influencers. But many are compensated. It can be a great way to “test drive” a career in radio, get your foot in the door at a station, and learn the ropes.
Mike, “the 99%” is a reality in so many fields I don’t know where to begin. If I write one more post about the small percentage of podcasts that make money, and only a handful pull in big money, you’re all going to delete me. The inequities in so many of these places are disheartening.
I have a blog post coming up next week about how the automakers are beginning to figure out how to cash in on driver (and passenger) data. It will not warm your heart.
Thanks for the thoughtful comments.
I’d also like to see your take on how much effort we should put into audiences on Twitter/Facebook, etc. that we don’t own or control and according to their legal, we are not supposed to monetize.
We do monetize them when we sell digital, but Facebook gets their share as well.
It is a risk/reward situation and while I know we have to be there, I resent it as well.
So, there’s the issue of trying to monetize those platforms vs. using them as a marketing tool to connect with your audience. In the long run, the latter (IMO) is the best use of your “socializing” resources.
I almost didn’t read this because of the AOC reference. I told myself set that aside and read it. I was going to write a long opinion piece. Erased it and told myself write an example. Ex….when my niece graduated from UT Austin I went to the ceremony. I graduated from there 35 years prior. I looked at the campus paper and they had an ad for the Radio Television Film program. In the description it mentioned nothing about Radio. So do most stations have a social media star. I think not. They are too busy selling digital ads rather than building content. Their podcasts are rehashes of their shift. Not always pertinent content. I’m not sure broadcast properties are looking at their social media opportunities. Do social media stars have Rolodexes like producers. Do they need it. Probably not. Their Rolodex is the “likes”. They attract rather than seek. I agree broadcasters need to rethink this. As they need to look beyond PPM ratings and expand other metrics.
Aurora, thanks for this thoughtful comment – and the story. I think that in the rush to be relevant and “in the moment,” content has often become secondary to bright, shiny objects. And as you point out, the pursuit of “likes” and “follows” isn’t much different than chasing ratings. You don’t end up truly engaging audiences nor do you build lasting brands. Appreciate you taking a deep breath, responding to my content, and overlooking the headline.