Social Scorecard: Radio’s top social posts this week

Dark posts. Facebook likes to call them something fancy (unpublished page posts), but it’s basically a Like page post that displays in a news feed-style ad. It doesn’t show up on your Timeline or display automatically in your audience’s feeds, so it ensures you won’t spam your page.

Most folks don’t realise that there are actually two types of dark posts: Facebook can automatically create one when you select a standard newsfeed ad, or you can manually create one yourself.

The beauty of this sort of post is that you can target a very specific portion of your listeners. You also have the freedom to post different types of content – anything from a status update, video, photos or a competition.

The great thing is that Facebook isn’t the only platform that enables this sort of functionality; Twitter also allows you to push out promoted-only Tweets and LinkedIn enables you to publish sponsored updates.

Why should you be utilising Dark Posts?

Allows you to zoom in on a specific target audience

If you have a national following on your Page, you can target the audience in your local market – Station, network or promotional events, talent or guest appearances etc. Using dark posts to promote content outside your target demographic will lead to an increase in comments and conversations; they’ll outperform organic posts, resulting in higher engagement, making your ad strategy easier to devise.

You can run A/B testing

Another handy tool is that you can create different variations of a post; try different images, video edits or even test different copy. You’ll be able to gauge the reach and response from ads, allowing you to get your creative strategy down pat by using that same formula for future ads.

You’ll get valuable organic reach

Once you’ve nailed your ads strategy during testing, you can create a template to use for your regular page posts. The result? You’ll notice your engagement and reach skyrocket.

Plug local events or promotions

Dark posts will allow you to target a local market audience for an initiative or call to action. Your west-coast listeners don’t need (and probably don’t want) to hear about a listener party in Melbourne or promotion with a local sponsor. Remember when you are pushing local events, video sticks out and it’s easy to republish across other social platforms.

Going over to the dark side never looked so good!                                                                                                                                                   

Our picks this week come from Nova 96.9, Triple M104.9 and Nova 106.9 with a special mention going to The Edge 96.1.

1. Nova 96.9’s Fitzy and Wippa: ‘Winter Is Coming’

I think it’s important to bear in mind that listeners are savvy. They want content that comes across as raw, genuine and unscripted which attributed to the success of this video.

It was genuinely funny and Wippa’s reactions are fantastic, he literally had no idea. This is crucial when creating comedy/prank style vids as listeners can sense it from a mile off. Great concept and well executed with good comic timing. Kudos to Fitzy for holding it together, I would have been pissing myself laughing!

Great concept and well executed with good comic timing. Kudos to Fitzy for holding it together, I would have been pissing myself laughing!

2. 104.9 Triple M’s Tom and Olly: ‘Tom Coming Out To His Parents’ 

Love, love, LOVE this video. It’s funny, entertaining and has a very important message; Supporting #IDAHOT – the International Day against homophobia and transphobia. I applaud Tom, Olly and the Triple M

I applaud Tom, Olly and the Triple M social team. This piece of content was very progressive, confronting and honest, tearing down stereotypes; It didn’t cheapen the message. I am certain many people have inadvertently come out in the same way featured in this video, which makes it relatable to all walks of life. Watch the video and let me know your thoughts in the comments section of this article.

I am certain many people have inadvertently come out in the same way featured in this video, which makes it relatable to all walks of life. Watch the video and let me know your thoughts in the comments section of this article.

3. Nova 106.9’s Meet The Marshalls: ‘Who’s Job Is Harder?’

Could this have been a glimpse as to why the Maroons lost to NSW? (UP THE BLUES!) I’m sure we are all guilty of assuming that footy players just hit the gym and run around the paddock a few times a week.

Enter ‘Meet The Marshalls’ anchor Nick Allen-Ducat, who affectionately refers to co-host and NRL star Benji Marshall, as a dad. These two clearly have great chemistry and listeners would clearly identify with Nick – Sorry bud, but watching you trying to tackle footy players 30-40kgs heavier than you was hilarious! Clever strategy. There’s no denying the pull that Benji has and Madeline has capitalised on the interest surrounding this power couple. Another example of why unscripted comedy videos are the way to go.

These two clearly have great chemistry and listeners would clearly identify with Nick – sorry bud, but watching you trying to tackle footy players 30-40kgs heavier than you was hilarious! Clever strategy. There’s no denying the pull that Benji has and Madeline has capitalised on the interest surrounding this power couple. Another example of why unscripted comedy videos are the way to go.

Special mention this week: The Edge 96.1’s Mike E and Emma with ‘Haters Gon’ Hate Voicemail’

Listen at your own risk. There are some offensive slurs that are bleeped but may offend…

I listened to this segment live on-air. A different impact to watching the Facebook Live video – I liked seeing Mike E and Emma’s reactions.

The team have set up a voicemail for listeners to record what they hate about the show.

In a social media age, where people feel that they are ‘entitled to their opinion’, (however ill-informed or offensive), these two are embracing it.

I think that it’s not only a great segment idea, but they turned it into some good social content. Hats off to you both – You have balls!

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Social Scorecard is compiled exclusively for Radio Today by Jess Frangelli.