That’s not a typo. We’re talking 8,000 pounds here.
That’s because if I told you that virtually your entire audience can be found every day at a key, easy to access, free location, would that be of interest to you?
And if I told you that this large group of your P1s, P2s, and P3s hang out at this location for a significant portion of their awakening hour – every day – would that be a signal that you ought to join them?
And if I told you that your ability to reach them at this prime location won’t cost you anything but you need to craft the way you interact with them carefully and wisely, would that stimulate you to put one of your best people on the job?
I would hope so.
Because, of course, we’re talking Facebook, named for the third consecutive quarter as the #1 brand in the world. That calculation comes from General Sentiment’s Global Brands report that shows for Q1 of 2013, Facebook generated $730 million in “impact media value,” ahead of Google ($545M), and Amazon ($519M).
MediaPost credits Facebook with “continued innovation,” the key driver that has helped keep Facebook on top throughout this period. We’ve talked about how Zuckerberg pushes his company and his staff to hack their way to success. And while some of the Facebook changes may annoy its users, the brand continues to shift, adapt, and adjust to meet changing needs and opportunities.
So for brands like radio stations, doesn’t it make sense to actually spend time studying this space? Wouldn’t it be smart to have someone in-house who has expertise with social media – especially Facebook – to help manage communications, posts, and acknowledgement?
That’s precisely why we hired Lori Lewis just over two years ago. And yet as I look around the country, many radio brands have no designated go-to person with expertise leading the social strategy, working with the staff to improve communications, and to create content to keep listeners engaged.
We think nothing about hiring the best programmers and sales managers – and yet, when it comes to social media, there may be one poor soul trying to manage five stations’ social efforts. Or an intern fresh out of college whose main experience with Facebook is that they’ve had a profile for more than five years.
But it goes beyond the “cume reach” of social media sites like Twitter. It’s about TSL – or engagement. Experian Marketing Services reports that 27% of time spent online – TSO – is now devoted to social media. That accounts for 16 minutes of every online hour, and it speaks volumes about the importance of interacting with your audience in meaningful ways that ensures your messaging will be seen.
And when it comes to Facebook specifically, consider this pie chart hors d’oeuvre from the yet-to-be-released Techsurvey9 that shows just how often consumers use Zuckerberg’s 8,000 pound gorilla:
Radio stations would kill for this level of engagement and usage.
And that’s the point – if your audience lives there, spends time there, and adds their emotional weight to Facebook, shouldn’t your brand – or company – be studying the platform, perfecting your communication, and improving the way you use it?
At Conclave’s Summer School this July, we’re taking a deeper dive into social than in any other Summit or conference we’ve put together. We’ll be featuring the Mall of America’s social expert, Bridget Jewell. Plus, Target’s social go-to person, Joe Curry, will provide us with some of the retail strategies they have in place. And of course, Lori Lewis will put it all in perspective for us from that radio POV.
You can register here.
Let’s look that gorilla right in the eye.
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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Great Blog! It’s really hard to innovate and change in mature industries. The first things to go are Marketing and Innovation. Next is cost cutting. It’s not a ready phenomena it’s been that way in any business for decades. Social Media presents fabulous opportunities that some have embraced…YouTube subscribers with 500,000 people and that really does move the needle. It’s key to remember MM “The Medium is the Message”…it is so hard to look at Social Media from a Radio Hat…you need to look at it as an audience and appeal to it from their Social Media hat. That will deepen your relationship with the audience.
Dave, as a man of many hats, thanks for the perspective. We have an unbelievable opportunity with social to truly connect with our customers in a unique way. But it requires a commitment to understanding the platforms. Thanks again.