It’s Not About You

“Focus on how to be social, not on how to do social.” -Jay Baer

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DMR / Interactive President and CEO Tripp Eldredge and Arbitron Digital Media Manager Manager Jacquelyn Bullerman really helped me understand the importance and value of Social Media at the December seminar in Annapolis.

It’s where I learned what I already know – that listeners are really more interested in what they want, what they have to say, and what what other people like them say than what we think.

I had a friend who taught me a trick several years ago that focused me even more on the listener. he took a station web site and highlighted in red everything that was all about the station, and in green what was all about the listeners. Wow, what color shock. Most radio station web sites are all about the station and what they need, and not about the listener. Most stations social media efforts are exactly the same.

There’s a lot of emphasis on SEO in the web world, how to make your station show up with a better ranking than the competition. I haven’t see any overwhelming evidence of what it does for the station – they’re coming to us from more from Google searches, but what does that mean? Can it be translated into increased cume? More loyalty? Revenue increases?

How about Facebook? What’s the relationship between “fans” and listenership or loyalty? Do we use Facebook to have people learn about us, or for us to understand our fans?

The people really into social media seem to be saying that it’s not about what we are saying to our listeners, but about what they are saying to each other. Could it be that the more we connect with listeners they connect with us the more loyalty they show and the more they recommend us to others?

You mean it’s really not about us? It’s about the listeners and the community they relate to? They’re interested in what each other thinks?

What struck me most about this session was the need to use “the you voice.” Keeping copy, content and concepts focused totally on the listener. It needs to sound like one listener talking to another, the way they’d talk to each other.