10 Ways to Keep Your Face in Facebook

Recently we posted about the importance of being in the right place at the right time when showcasing your station this summer. Of course this means on social media, too.

Where Listeners are on Social Media

Using A&O&B’s 2018 Roadmap data, here’s how 25-54 Country Radio Listeners in the US and Canada use Social Media on a monthly basis.

Not surprisingly there are multiple platforms where we can find our listeners.

Among Daily Users, One Platform Dominates

We’ve all seen recent data on the declining usage of Facebook (particularly among younger users).

However when we look at daily rather than monthly usage (below), the importance of Facebook vs. other platforms becomes readily apparent.

Facebook holds a decided advantage over second place Instagram (88% to 35%) and third place Snapchat (27%)

The same is true for 18-54 (88% daily/multiple times daily for Facebook vs. 40% for Instagram and 33% for Snapchat.

Having said that however, Facebook’s latest algorithmic changes will require more than just “content relevance” if your posts are to appear in listeners’ news feeds.

On Keeping Your Face In Facebook

As Facebook Chairman and CEO Mark Zuckerberg has made clear, “You’ll see less public content like posts from businesses, brands, and media. And the public content you see more… should encourage meaningful interactions between people.”

Simply put, to successfully transition to the new algorithms, posts will need to generate conversations or risk reach and traffic declines

This also means a smaller, more engaged audience will be increasingly more important than a larger, less engaged one.

To that end, here are 10 ways you and your station can “Keep Your Face in Facebook” by nurturing engagement and sharing:

• Use GIFs and videos; embedded videos generate greater interaction than links
• Solicit listener photos
• Go live
• Arouse emotion
• Respond to/join a listener conversation
• Create polls and surveys
• Post a product review
• Share something behind the scenes
• Host a giveaway (occasionally)
• Post when your on-line audience is highest

The key to thriving is inspiring engagement and conversations. A lack of interaction with posts can result in a smaller reach – even if the content could be deemed relevant to the user.

And speaking of interaction, have any success stories YOU’D like to share?

Related:

Station Websites Abandoned in Favor of Facebook?

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