In social media, we’ve all heard over and over that engagement is key to building a following, and the most recent Techsurvey brought out by CMB and Jacobs Media mentioned, “about three in ten say they are listening more to radio stations that interact with them socially.” But, have you ever asked yourself if your station is building a crowd or a loyal tribe? And what it means to be social on digital? To help stations start looking at social media marketing differently, our team likes to refer to it as “Relationship Marketing.” Social engagement is an essential part of relationship marketing, which means your social strategy should include a “Brand Connect” strategy. This article will discuss the difference between building a crowd vs. a tribe, what being social means on digital, relationship marketing, and why you should be thinking about creating a brand connect strategy.
Building a Crowd vs. Loyal Tribe
For years businesses and nonprofits have chased the idea that getting more followers on social media platforms, like Facebook, would equate to a better social media presence. More followers equals more reach, right? Not necessarily. They’ve spent countless hours, dollars, and resources chasing the “crowd” instead of building an engaged community, or tribe, that would get more targeted results.
What is a crowd?
A crowd is a social media following that doesn’t engage with your content. These people don’t care about your station’s message. For example, running a contest may help you grow your followers quickly, but the new followers may be only interested in winning and not so much in the mission of your station. Come up with a contest idea that aligns with who you are and what your station is about. If you’d like to learn more about running a contest on Facebook, you can check out our article on Tips for Running a Facebook Contest.
What is a tribe?
The meaning of tribe (in this context) is a social media following who actively engages with your content and starts or participates in conversations around topics relevant to what your radio station is about. Another unique thing about a tribe is that a tribe has a “chief.” Your radio station’s social media manager should be that chief. They’re the one who creates conversations, shares content, and helps build up your station’s social presence with its followers.
Building a tribe doesn’t happen overnight. It takes time to develop relationships with people on social media, which means you have to invest in building these relationships by serving them well and rewarding engagement.**
What Does Being Social Mean on Digital?
Social has become a social media buzzword. It’s used in regards to social networking, websites, etc., but what does it mean to be social on digital? Being social means being present and engaging. Engagement goes both ways. If you want your followers to engage more, you have to engage with them. If you want them to write more than “Amen”, then you need to figure out a way to take that conversation deeper. This same mindset applies to comments on your website blogs. You can’t expect people to comment on a blog post if you never respond to their comments. You could even highlight those comments on your social media posts to draw attention to the conversation.
Don’t forget that being social is about building relationships with listeners. Add value, be present, and be engaging. Model the outcome you’d like to realize. Serve the people, and they’ll become your station’s top promoters.
If you’re looking for more ways to build a loyal tribe with your listeners online, contact me at email@example.com. We’re here to help you approach digital with purpose and confidence.
CEO, Digital Strategist for Killer Bee Marketing
Let’s connect on LinkedIn: briancuree
Brian Curee has spent over a decade in the world of digital, with experience that spans across strategy, design, development, and social media management. He has served in the Christian radio industry since 2013, is an active EntreLeader Elite member who completed Donald Miller’s StoryBrand Marketing Roadmap and has a degree in Computer Science and Theology. Brian is passionate about helping others in the Christian Radio industry do digital with purpose and confidence. You can learn more about Killer Bee Marketing and their services at https://killerbeemarketing.com