The signs are everywhere. Social media plays an increasingly important role in the lives of radio’s listeners, but the art of creating content for these platforms often turns out to be elusive, misunderstood, oversimplified, neglected, or abused.
And it’s not just radio that often struggles to find its voice with social media. In other industries, there continues to be snafus, screw-ups, and embarrassing moments where major brands, companies, and institutions fall into predictable traps – many of which might be avoiddable if they actually had people on staff or available to them who knew what they were doing.
Here are a couple of big league examples, no pun intended. Let’s start with Major League Baseball, an institution that does many things very well in the social space, from the highly visible Fan Cave to some impressive team efforts. But the MLB and its teams often find themselves in dilemmas that most people in radio have experienced – how to manage the expressiveness of its stars with the appropriateness, tone, and civility that teams and their advertisers have come to expect.
The latest example is New York Mets pitcher Matt Harvey, who underwent Tommy John surgery last year. Last week, Harvey reviewed his photo archives dating back to when he was operated on. To sum up his defiant feelings about not being able to play, he gleefully posted the following picture on Twitter. Of course, the Mets weren’t happy:
When the Mets asked him to remove the tweet, Harvey ended up deleting his entire Twitter account. And here’s what he told The New York Times:
“It’s my personal account. I thought the whole reason to have a Twitter was to put out some fun and show your personal side a little bit. I guess when that gets questioned, there comes a time when you have to get rid of something.”
Having policies in place, an understanding with your talent, and communicating the brand’s values are all part of what a true social media manager does.
She also helps anticipate disasters. And in the social space, a high-visibility meltdown seems to take place just about every day.
There must be something about the 212 area code and social media because the other scary example comes from none other than New York’s finest, the NYPD. Last week, they one-upped Matt Harvey by experimenting with hashtags.
In an effort to create a feel-good campaign with the people they serve, the NYPD created #myNYPD (yes, most observers could smell the trouble brewing). They then used their @NYPDnews to ask their constituents to tweet “a photo with a member of the NYPD.”
And it didn’t take long for the snark factor – highly amplified in the five boroughs – to take over, producing tweeted photos like this one:
By the way, these pictures were heavily shared and retweeted.
Part of the disconnect here is all about brand awareness. Perhaps the NYPD didn’t realize there’s a lot of cynicism toward them among New Yorkers. But the apparent naiveté about Twitter is most striking about this wrong-headed campaign.
Many of the tweets that came in at #myNYPD were positive; precisely what the creators of the campaign must have hoped for. But not foreseeing how many New Yorkers would seize this opportunity to show their cynicism on Twitter speaks to the lack of social media expertise within their organization. And it begs the question about why major brands would want amateurs at the controls of their biggest public relations outlet – social media.
The space is evolving, new platforms are emerging, consumers are still feeling their way along – all good reasons why a calm, wizened overseer should be in place for every brand. Too often, however, it’s an intern, a part-timer, or a Millennial (because they’re “natives”) to run a machine that is more powerful in both good and bad ways than any other communication tool.
Yes, there are a lot of people calling themselves “social media experts.” You would be smart to avoid them at all costs. Social media professionals who are smart, experienced, studious, and respectful of your brand and your audience are in short supply, but they’re out there. Just like a great program director, that combination of seasoning, maturity, humility, and knowledge make the difference in creating an effective social media presence instead of the disasters I’ve written about here.
Social media matters. And that’s why someone who can effectively manage it has become as important as any other manager in the organization.
One click, one bad idea, one hasty “send” can alter an organization’s reputation in seconds.
Strategy and management are now required for all brands.
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.
- Radio + Thanksgiving = Gratitude - November 27, 2024
- Is It Quittin’ Time For SiriusXM? - November 26, 2024
- Radio, It Oughta Be A Crime - November 25, 2024
I’ve been seeing this for a while. People that have a Facebook think they’re the answer to managing social media. Just because you have accounts on these platforms does not make you a manager. In some cases, it doesn’t even mean you know how to use these platforms properly. The last station I worked at is stuck in that very situation. It’s no good. But, sometimes you have to live to learn.
True, so true, Chuck. Thanks for chiming in.
It’s like that at a lot of stations, Chuck. Thanks for the comment.
Spot on! Thanks so much for this article. I’m a Social Media Manager to small businesses nationwide and I often find it interesting how much people completely underestimate what it is that Social Media Managers do and how important we are to their businesses.
Aretha, you are indeed. Thanks you for the kind comments and for reading our blog.
Thet New York Mets social media strategy should be studied by all. It’s an example of a colossal failure. Tone-deaf, consultant-driven, doesn’t know its audience. Embarrassing.
Dave, that it is. But the Mets aren’t alone. Many brands that are trying to connect with fans are facing some of the same challenges. Thanks for the comment.
Excellent, Sir Fred! It’s like the “live mike” stories from early radio, but today the “good, bad and Ugly” go worldwide into perpetual coverage areas. Positioning, comments, headlines, connects are more important than ever. Yes, simple, no cost, unbelievable exposure, instant fame or instant shame. Sadly, too many miss the boat. Beneficial one liners are thought stimulators. But always remember: A dumb tweet creates a Super Twit.
BY the way, Boomers are fixing stuff that’s wrong. Clark
Thanks, Clark, always good to hear from you. Great care should be taken for preparing social messaging.