Step Three: Social Media for Immediacy and Interactive Selling

The following is the third of seven upcoming blogs on my suggestions as to how to fix radio so it thrives

Step Three involves using social media for IMMEDIACY and INTERACTIVE SELLING and teaching your clients to do the same.


So this is where radio stations look at me and go, 'Wow. Thanks Captain Obvious. We're already doing that.' Sure you are Sparky. You're asking people to go 'like' your client on Facebook. Wooooooooooo. Hey--- we write spots for a living. I KNOW how you're using social media.

If you're smart, you're already sending listeners to the client's website to transmit all the  contact details that used to uselessly eat up almost 20% of the client's spot. But I'm talking INTERACTION. I'm talking about taking radio and using it for the immediacy media it really is.

Your client hopefully by now has a website, at the very least. Start there. Create a  commercial directing people to log onto that website and leave a cell phone number on a  form that's pre-designed. That cell phone will used as a landing spot for a text from the client. Within 10 minutes, the client should be answering the prompt with a special DAILY discount, just for people who text in. The client should EVEN offer to pick up the cost of the text. SO--- a clothing store advertises gently used baby clothes and furniture. A listener responds by providing a phone number on their website. Within 10 minutes, they receive a text good for 15% any item in the store. It's a time sensitive action coupon ( act today, tomorrow). When the next spot runs, the offer changes. Immediacy.

Second benefit? Client begins to build a text list--- active listeners who also want to shop for what the client offers. Even after the run is over, texting the client with special offers can be a way to spur biz.

On to Facebook. Create a commercial to direct listeners to log on to a client's Facebook page. Challenge them to write 25 words or less about why they 'like' a certain product the client sells (food, furniture, cars, etc). Client will choose five names, and reply to the walls of the chosen with a coupon good for discounts the next day, week, etc.  Stimulating interest by generating immediacy. Again, the names act as a residual list to perpetuate sales later on.

More facebook? How about a Facebook scavenger hunt. Client hides an envelope containing a cool prize and releases clues on their Facebook page-- 1/hour for x hours. For instance, car dealer hides a proximity key in an envelope somewhere in town. Gives out clues on where to find it. Winner gets a year's use of the car/ wins the car/ etc.  Imagine how much interest THAT could build.

INTERACTION. Getting the listener to not just RESPOND, but be INVOLVED. This is how you should be pitching your client when it comes to coordinating social media with a radio buy. Hey, guess what-- Pandora can't do that. Neither will Sirius X/M. They're not local and INTERACTIVE---- you are. Use  social media to drive your radio, NOT the other way around.

People are more wired and interactive today than any other time in human history. Use it--- because  the fact is, radio IS the ultimate social media.

Next blog: Do more live reads.