Facebook and Women and You
If you target women on your show, did you know that they are almost three times more likely to have checked their Facebook profile in the last 24 hours than to have visited the website of their favorite radio station within the past week?
Since there are seven days in a week, it’s tempting to say that they are about 20 times more interested in their Facebook content than your website content. I’m not a math genius, and I’m certain that there are many flaws in the simple logic, but you get the point.
It’s another indication that:
1) It’s all about ME..not about YOU. If your web site is not providing content that is personal, relevant and interactive, you’re not going to engage the audience.
2) MY friends, and MY life are more important to me than YOUR life.
3) There isn’t much on most radio station web sites that connects.
What are you doing so that your show and your content fit into your audience’s lifestyle? Please don’t say you’re just playing her favorite music, inviting her to call in to win and offering updated Hollywood Gossip on your website.
Great post, Tracy. One issue, I suspect, is that most stations don’t have the budget to dedicate a person to managing and creating content for their websites. In th eend it’s left up to the jocks to upload interviews or funny photos. “Do I spend an hour after the show working up original, compelling content for the website, or lining up a big interview for the actual show?”
Can you give an example of compelling radio station content you’ve seen?
Steve…I understand the pressure on resources and time…and that everyone is wearing a lot of hats at the stations now.
As a result, we have to prioritize activities for most efficient and best impact. Leading communities of listeners based on THEIR interests should be the goal…and time spent preparing content, whether that content is distributed on the air, online, in social media or via mobile, is worthwhile only if it engages and involves the audience.
My opinion is that spending your time uploading funny pictures to a website is largely a waste of time. In most cases, it’s not unique, remarkable, compelling and does little to enhance your position or role in the listener’s life. And that’s the only way to earn their attention.
We don’t need to put MORE CONTENT on our sites, we need to make MORE IMPACT with the content we create.
By the way, an hour of show prep is not a lot of time commitment…if you can prepare the next show in an hour, spend the next 2-3 hours developing a strategy to repurpose, redistribute, market, promote and manage that content so that you can engage the audience in the presence of your personality, your show and your station.
You’re right Tracy…this also proves that whether we like it or not, the Facebook platform is where the audience is living. The smart broadcaster would better utilize their online efforts by using a station splash page designed to drive listeners to a Facebook fan page designed for and by THEM.