Our on-staff social media maven, Lori Lewis, is always looking for “best practices.” She found a great example of corporate communication from none other than one of the world’s global icons. Enjoy.
What a headline. Sir Richard Branson? The Founder and Chairman of Virgin Records who has an empire that is described as “300 companies in 30 countries that span diverse industries such as music, travel, health and beyond” is happily tweeting?
He can’t possibly have time for what many dismiss as time-sucking social media, can he?
Mashable recently ran an interview with Sir Richard, discussing his participation in the social space. After reading the interview, I naturally started thinking about the opportunities that exist for broadcast radio’s CEOs.
Mashable asked Branson why he started using social media in the first place, and his response was intuitive: “Virgin as a brand is naturally conversational.”
And of course, that applies very much to radio, a medium where there has traditionally been a one-way dialogue with consumers that can now be engaging and back-and-forth.
Branson added, “Virgin was made for social media, as we’re a rather chatty brand and enjoy talking with our customers and guests about what they like and how we can improve their experiences.”
Doesn’t that work for radio, too? The opportunity to talk with listeners and translate those conversations into improving their customer experience? Branson notes that social media should not be viewed as a chore, nor is it about hyping company or station achievements.
“Social media goes beyond business. People want to know what’s meaningful.”
As I spent time on Branson’s blog, along with his activity on Facebook, Twitter and Google Plus, it’s clear he has identified that social platforms enable him to steer word of mouth about product experiences in the direction that benefits Virgin’s branding and its bottom line.
For radio’s CEOs and managers, it’s also the chance to listen, to stay ahead of the conversation about their stations and brands, and to offer reassurance that they’re present, tuned into their employees, their customers, and the world around them.
Branson’s communiqués are succinct and open, which is the essence of blogging. He instinctively is a good storyteller, showing a side of his personality, and sharing ideas with those who work for him and those who consume his brands and product.
He uses Facebook, Twitter and Google Plus as gateways to his blog, although at times, Branson uses Twitter to interface with Virgin’s followers. Some of his responses are just downright funny:
Branson is the master of his Twitter account, rather than using staffers to “ghost write” his tweets. While he can be very funny socially, he also offers his followers insights into his personality and his experiences:
It is recognized that radio CEOs have a lot on their plates. Much is at risk as we learn how to embrace today’s technology, how to educate and properly combine integrated digital and social elements with a client’s traditional marketing campaign, and how to keep their brands in the hands (& hearts) of consumers.
While today’s CEOs are pulled in many different directions, it is a missed opportunity to avoid or minimize social media. And everyone watches when corporate moguls tweet and connect on Facebook – or when they lay low and avoid these avenues. This isn’t just about listeners but also shareholders and employees.
So here’s my offer, corporate radio execs – I will be your confidential tutor and mentor, helping you connect with your communities. I will show you how easy and intuitive it is. We can talk about your goals, and the best ways in which you can use tools like Twitter and Facebook to stay in closer touch with key thought-leaders, forward-thinking employees, and listeners with something to say. I guarantee this will be a great experience, and you won’t miss a single board meeting along the way.
Sir Richard has some parting words for company leaders who are considering stepping into this social space:
“Be authentic and organic. It can’t be forced or it won’t work. And most importantly, have fun.”
It’s time for you to get social.
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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