Social Scorecard: Radio’s top social posts this week

This week I had the pleasure of attending the ‘#LetsGetDigital conference held by Optus (I’ve turned the ‘YES’ into YASSSSS!).

The speakers were an array of digital rock stars including Tim Duggan, the co-founder of Junkee Media, Susannah George, the founder of ‘The Urban List’ (I’m certain we’ve all looked at some sort of food porn courtesy of Suse!) and my absolute fave Alice Kimberley, Strategic Planner for VICE. 

To be quite frank, Alice was a total digital gangster. Her presentation, (which was littered with f-bombs and oozing delightful eccentricity), provided some invaluable insights into socials today and the direction she thinks brands need to go in order to make an impact and keep their audience engaged.

You may have seen, VICE docos such as ‘A Day In The Life of a Trump Impersonator’ and ‘World’s Scariest Drug’ to get a feel for the sort of ground-breaking and refreshing content they produce. So when someone like this dishes out some advice, you better sure as hell listen!

She spoke of the emergence of ‘micro-communities’ and how brands (yourselves) really need to embrace this in order to maintain engagement and stay relevant to your audience. Yes, it’s not just pushing out social content and posts people. You actually need to converse with your audience! 

Yeah alright, I can see you reading this and literally asking WTF is micro-engage-whatevs…. 

You may remember Woolies churning out gems, with their ‘hook a brother up’ response to a bruised avocado and their epic Eminem rap battle with a customer over… spaghetti.

Kimberly basically indicated that social media usage could be in fact moving inwards.

According to research conducted by VICE ‘oversharing’ Millennials – currently, Australia’s largest generation – have reached a peak in sharing are ‘totes over it’. Status updates have dropped 35% with traffic and action heading towards micro-communities generated from the comments section of posts and tagging friends.

Users are no longer wanting to be part of big networks, and are instead forming private groups or cliques. Clicks, it seems, do not necessarily mean you have engagement.

So, how about I hand hold you through a few ways your station can shimmy into micro-communities:

Instagram #’s

Grammers stumble on fresh content by trawling through hashtags. This is why it’s important to tail all your Instagram content with a relevant tag for your brand and encourage your listeners to use it whenever they post content related to your station. You really should be using your hashtag every time you post content and utilise it to interact with listeners. Asking them to submit their own content will kick off convos around your show or station, making it a fast-growing community that initially is small but explodes.

Facebook groups
Create a Facebook group and kick off discussions – topics that on-air talent discuss and relevant news. Actively engage in conversations with your listeners. It’s the personal touch that will build brand interested and awareness.

Twitter chats

Catch up with listeners and set a pre-set time to discuss a topic or your show, using a hashtag for each tweet contributed. It allows you to connect with your audience, grab great insight and engagement.

Our picks for radio’s top social posts this week come from Fitzy & Wippa, Kyle & Jackie O and Cam & Alex:

1. Nova 96.9’s Fitzy & Wippa: Facebook – ‘Daniel Ricciardo races Fitzy and Wippa’

Views: 85,465
Reactions: 402
Shares: 56
Comments: 65

The fellas challenged racing god Daniel Riccardo to a racing challenge – tear it up on a nana scooter wearing a grey wig doing happy laps, skull prune juice or Red Bull and then ‘berate’ producer Tom Ivey in the quickest time.

It was like the grey army’s answer to Super Mario Kart. Honestly, this video just made me want to go to Westfield and convince them that I needed a scooter, just so I could do skiddies around the place.

2. KIIS 106.5’s Kyle and Jackie O: Facebook – ‘On Air Horn’

Views: 85,000
Reactions: 910
Shares: 109
Comments: 247

Any excuse to hear the very sweet Jackie O drop f-bombs is a social stunt done well! I love that the footage wasn’t polished, it was raw and the reactions with real and completely priceless. Simple yet very effective.

3. Fresh 92.7’s Cam and Alex – ‘Australia’s Greatest Adelaide Story’

This is my outright fave this week. Poor Radelaide…

Community station Fresh Fm nailed it. I’m sure you remember as a kid writing one sentence on a piece of paper, folding it over and handing it around to the other kids at school for them to do the same. Unfold it and you have the most bizarre story – well, they managed to do that with a whole heap of celebrity guests. Its creative, its engaging and the bobble head animations were awesome. Snaps for Fresh!

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