How do you select the right channel(s) for your organization? Once you’ve selected a channel, how do you create relevant and meaningful content for your audiences?
I’ll use KFAI as my real-life example here, as I will be involved in making some decisions regarding how our Social Media is managed.
KFAI currently uses Facebook and Twitter for our Social Media. I don’t think adding any more channels would be advisable for the station at this point. Keeping up with promotional stuff for just two channels, and content for our website (which is about to get a major re-vamping) is a major job. We are going to be getting a couple of Social Media interns in the near future, and we will need someone to monitor them and give them content.
The radio station has 98 different programs, and currently has something like 25 admins on its Facebook account. I think it’s a mistake to have so many people posting, and the more I learn about Social Media, the more I think that only one or two (or maybe a small, closely communicating team of 4-5) should be monitoring its Social Media. That’s not to say that all the different programmers can’t provide content, I just think that the messaging should be vetted carefully and have a unified look – a “branding,” if you will.
There is no shortage of relevant and meaningful content for KFAI to provide its audiences: upcoming events such as interviews with artists and musical groups, news stories, KFAI-sponsored shows, fundraising events, and a plethora of other information is always being generated by said 98 programs, and in 13 different languages. Several of our foreign language programs are the only news some of our immigrant East African communities get about what’s going on in their countries.
Many of the programs themselves have their own Twitter accounts and Facebook pages; I think it should be up to the individual programmers to update their own accounts, but I’d like to see them always have links back to the home page, the mothership, so to speak.
KFAI is a community radio station – it’s media itself, and needs to get on board with Social Media. If media can’t do Social Media, then who can?
-paw (week 4)