There is much discussion about connecting to the communities online but do we connect to communities in other ways? No, I don't mean communities as defined by political or educational jurisdictions. I mean communities of people who listen to a certain radio station or support a certain charity or cause. Can't we take our social media efforts offline as well?
We have sponsored for several years new music Monday on a local radio station and part of that is the distribution of these new artists on a compilation CD of the best that have been played for the quarter. We don't sell any product, we are just mentioned as the sponsor of this promotion. Our research and metrics indicate this is our most successful brand imaging for the dollars spent. The loyal listeners view us as supporting something that is near and dear to them, in their minds without us New Music Monday wouldn't exist. We don't tell them that but they infer that because we have for so long supported this cause. Why, because we know that music is important to some people and this music is important to an even tighter community group. We don't buy ads on the station, we don't want ads, we want to support something that our mutual customers are interested in having. Even today in the era of satellite radio, New Music Monday continues to grow in popularity.
I know this is outside the definition of most traditional social media definitions and maybe it is a stretch...this can be a learning experience for us though in how to be successful with online social media outreach.
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