Twitter is where the fun begins. And also where you can screw things up on an epic scale.
There is a right way and a very wrong way for radio stations to use Twitter. So, before you run out and create your account, please take my humble advice on the topic. I’m by no means an expert on this, but I’ve seen certain organizations completely miss the point of Twitter, and this can be easily avoided.
First of all, don’t view Twitter as a one-way conduit of information. Yes, it can be used to update your “followers” on upcoming station events and promotions, but it’s more of a community conversation than anything else. If you treat it like that, you will have an advantage.
An example of the wrong way to use Twitter as a radio station. I’m not going to name names–because I really respect and love the people who work for this company–but they decided to set up multiple Twitter accounts recently. Several of their stations send out an individual Tweet every time a new song comes on. So…they’re pumping out roughly 12 Tweets per hour, 288 per day, 2,016 per week, 104,832 per year. That’s a TON of automated Twitter SPAM (most people only send out 5 to 10 tweets per day). Only an insane person would want this kind of information. These stations have an extremely powerful reach, yet they have only accumulated maybe 200 Twitter followers per profile. Why? because they aren’t engaging the community. They are talking at the community. And by the way…they don’t follow anybody. You just appear to be a jerk if you take this approach.
An example of the right way to use Twitter as a radio station. As much as it pains me to say this, NPR is gifted at Twitter use. Every one of their snooty personalities and shows has a profile, and they use it as part of the on-air discussion. They actively interact with, and engage, their listeners. It’s brilliant.
Take this to heart and hit up Twitter. Start up your profile, and start following people. Spend a few days observing how Twitter is used by the community, then when you’re comfortable, engage. If you start sending out interesting Tweets while engaging people at the same time, they’ll start to follow you back.
You can check out the Music Fog Twitter profile here.
[NOTE: I have been checking out dozens of radio Twitter profiles recently and will be posting an in-depth “best of” (and maybe a “worst of”) when this series is finished.]