If you’re like me, you’ve had it up to here with the political environment – especially on Facebook. Rants, raves, anger, and indignation about governing and those who govern often overshadow anniversaries, birthdays, graduations, and funny cat memes.
But now a new Pew Research study confirms a convenient truth – the opinionated have rabid followers – and more of them. Pew tracked the most conservative and most liberal members of Congress and discovered the more extreme the legislator, the more Facebook followers they typically have.
Pew isn’t exactly sure why this is the case, but their analysis notes these edgier lawmakers were more apt to disagree on a variety of political issues, eliciting more online engagement. Moderates, on the other hand, are less likely to have large Facebook fan bases.
So, what does this tell us about radio and media personalities and their ability to engage audiences and win over social media followings?
1. Stand for something
Personalities with a definable point of view have a decided advantage over those who are vanilla. In his terrestrial days, research showed Howard Stern (and others like him) had plenty of “9s” but no shortage of “1s.” You can’t make everyone happy, so take a position.
2. Express an opinion
It’s important to put it out there – at the right time and in the proper context. Sometimes personalities are so intent on not offending, they miss a moment that reflects the audience’s point of view. Of course, it helps to instinctively know your listener base and what they’re likely thinking, as well as the sensibilities of your market.
3. Put it out there on social media
Radio personalities of today have an advantage over those from just a decade ago. In the social space, DJs, shows, and hosts have an important online megaphone. It’s a chance to share everything, whether its opinions, personal connections, and just about anything else. Clearly, social media requires a deft touch, but it’s an incredible outlet that has the ability to connect with fans beyond your air. Simply using social as a way to announce contests or guests misses the point.
4, Engage with fans
Social media is not a one-way street. It becomes amplified when you acknowledge those who comment, like, and retweet your comments, photos, and videos. That what amps up engagements and brings out fans, and encourages more social sharing.
5. Use the entire tool kit
While Facebook is the default for most personalities and the stations they’re on, other secondary social outlets may be important. Talent should check with their PDs to better understand the value of Instagram, Snapchat, Twitter, and Pinterest for the target audience. (And yes, Techsurvey14 is around the corner, so there’s no excuse for not knowing your brand’s social media pecking order.)
So, of course there’s a caveat. Not every radio personality is capable of expressing their views in a cogent, smart, funny, or compelling way. In fact most aren’t.
These are skills and instincts that need to be developed over time. And decisions about stepping out, taking a POV, and simply going for it should be made in concert with programmers. Back to the political arena – where this post started – office holders are usually strategic, planning out their every move, position, and reaction. Personalities should be thinking similarly – not just shooting from the hip – but working out the logistics and details with their PDs.
But know this: No one will remember you for that great segue or those concert tickets you gave away, but they will recall a campaign you spearheaded, a stand you took, or an important charity benefit you got behind.
That’s not just conventional wisdom – it’s the truth.
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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Opinions and engagement. Couldn’t agree more. If you won’t say it on the air, don’t say it on social media. Today, they’re one in the same. But talent need to remember to always respond to their listeners, even the negative ones. That drives longer engagement and builds up loyalty. If you take a critical call on the air, why wouldn’t you answer a critical post on Facebook? Same thing. Good piece Fred.
Thanks, Jason. Appreciate that. You have to put yourself out there to earn that engagement. And yes, respond to them all – it can turn into great material.
Great piece, Fred. It’s something that I learned close up and personal many years ago when we started simulcasting Stern in Philly. Now, we need to make senior management and ESPECIALLY advertisers understand these concepts. The engagement fans have with highly opinionated and polarizing personalities that sell product. I’ve never seen a boycott against personalities who produce significant long term results. I have seen the endorsements and live spots by the same personalities sell a lot cars, jewelry, direct sales and practically every category imaginable.
No question, Andy – these same personalities are influential, trusted, and they sell product. Thanks for the comment.