Relational Content

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Dear Christian Radio,

When scrolling through Facebook’s news feed there is never a shortage of “empty” content.  From the latest shoes of a particular brand to the “why we’re so great” post from brands we could care less about.  What people crave is content!  Rich content that grabs their attention and stirs a desire to share with others!  Just so happens we (as a brand) want the same things!

When we share content with our audience that creates an experience, we are adding value.  Social media has the potential to go beyond simply trying to “shout” our name louder than that of everyone else; we have the potential to touch lives!

Statistically, users on Facebook interact with brands they “like” far less than any of us would like to admit.  According to Ehrenberg-Bass Institute for Marketing Science, “0.5% of Facebook fans engage with the brand they are fans of.”   With numbers like that, the question arises “what’s the point?”  The point is to cross over from just being a brand to becoming a friend.  This shouldn’t come as a shock, but people don’t turn to Facebook for commercials or to be sold.  Facebook is meant to be a place for entertainment, catching up, and to interact with friends.

As a matter of fact, I don’t think I’ve ever had a conversation when someone has told me they just bought something via Facebook.  However, I’ve heard plenty about what they saw on Facebook, or that “I’ve got to check this out”!

When we forget that Facebook isn’t supposed to be a selling platform, we begin to lose our audience’s attention.

When we lose their attention, we lose….period.

Nurturing friendships, sharing a laugh, giving content to share, adds value and gives us the opportunity to connect on a deeper level and establish a relationship.

This may sound like a bunch of “fluff” but it endears our brand, and also gives us permission later on to ask for a donation, or promote an event.   Think of the “soft sell”.

So, cultivating the relationship equals branding!

We must always give our audience a reason to keep us in the conversation and it doesn’t always have to be about us!

Dear Christian Radio,

1.  Give your audience content that they can’t help but share.

2.  Our content must register with their values, beliefs, and what’s important to them.

3.  Leave the sales to the sales people; online engagement is an extension of relationship.

Be Blessed!

Nathan Gist

PAR Director of Social Media Engagement

PER Production/Imaging Director

PER Afternoon Drive Host

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