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How to use Facebook to market your radio station in 2016

June 15, 2016 – 4:51 pm No Comment | 3,410 views

Are you serious about promoting your radio station on Facebook?  If so you’re probably aware that it’s getting more difficult.  As it gets tougher I thought I’d share some things to think about when using …

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Home » Featured, radio broadcasting

How to use Facebook to market your radio station in 2016

Submitted by on June 15, 2016 – 4:51 pmNo Comment | 3,410 views

facebook-indiaAre you serious about promoting your radio station on Facebook?  If so you’re probably aware that it’s getting more difficult.  As it gets tougher I thought I’d share some things to think about when using Facebook to reach listeners.

Facebook states that there are 40 M active small business pages on its platform today.  Your station is one of these 40 M.

These active pages regularly share updates about their businesses, products and their blog posts on Facebook.

 

As a result…

 

There’s an average of 1,500 posts that compete to appear in a user’s news feed.

Publishers (stations) once used to reach 16% of their fans back in 2012. That percentage is now around 3-5 percent.

Brian Boland (VP Advertising Technology, Facebook) mentions two primary reasons for the decline-

  1. The massive amount of content shared by publishers on Facebook.
  2. Facebook’s algorithm ensures that only the most relevant stories appear in a user’s feed.

Let’s get to it…

7 keys to better understand and use Facebook to your best advantage:

 

  1. Content is King! Publish great content. Engage listeners with entertaining, fun and relevant content that makes them think.
  2. Don’t post too much promotional material. Posting promotional information is more likely to be considered spam when considered by Facebook’s updated algorithm. Consequently, these posts receive less push to your fan’s feeds.
  3. Use ad targeting. Boost your most compelling posts using ad targeting. Start by targeting your competitor’s listeners.
  4. The most engaging posts show up in your fan’s newsfeed. More recent posts with a higher number of likes, comments and shares on the post increase its likelihood of appearing in a user’s feed. Make sure to ask questions in each post.  Ask for comments and of course ask for your fans to share.
  5. Your most active followers are more likely to see your posts. The more interaction a user has with the page the more likely Facebook is to show the user a post from your page.
  6. The 80/20 rule works here too. Follow the 80/20 rule; where 80% of your posts are social and the other 20% are promotional or designed to sell something.
  7. Posting bad content is a waste of time, in fact it hurts you. Do not use clickbait headlines.

Facebook cares for it most important asset; its users.  They found that people are most interested in seeing updates from their friends and the pages they care about.  They don’t wish to be bombarded with promotional content.

Create a content calendar

A social media content calendar should organize the way you create and distribute content. A social media calendar cuts extra time out of your content marketing strategy and helps you allocate your resources wisely, to help ensure your station consistently publishes high-quality, engaging  content.   

Your social media content calendar should be easy to read and contain all the necessary information for your content marketing strategy. The easiest way to organize a content calendar is by using a separate sheet for each month, with activities further broken down by month or day, depending on the volume of content you plan to distribute. If you have more than one individual, your calendar should reflect which of your station’s personnel is responsible for writing, and promoting each piece of content. If you have several social media channels for content promotion, it helps to include icons representing each network next to the title of the post—this way, you can streamline your content marketing and social media strategies.

 

Click here to receive a social media content calendar for your radio station.

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