Vince Duffy, executive chair of the Radio-Television Digital News Association, suggested five New Year’s resolutions for local television stations to adopt when it comes to their Facebook pages.
From the RTNDA’s Communicator blog:
- Dust off that dictionary: Sure, spelling doesn’t matter on the air, but just like on your Web page, you look foolish when you spell things incorrectly on your Facebook page. Facebook doesn’t have spell-check, so you may actually have to look things up. Do it…look it up. Your station loses credibility every time you spell something wrong.
- Provide an appropriate amount of material: I found a major all-news radio station in a top 25 market whose most recent Facebook post was on Dec. 20. The post before that was written on Nov. 28. Is it any wonder they have only 131 people who like their page? The flip side of this is a news station that posts a link on Facebook to every story on their website. That’s fine (I guess), but they all show up within five minutes of each other. If I’m a fan of your page, this is just as annoying as Farmville and Mafia Wars posts, because they show up like spam on my page. Try to post at least three or four quality items per day, and unless there is breaking news that must be announced, try not to post more than once per hour.
- Talk to me! People use Facebook as a community. You should do more than just push your stories or tease a chance at winning a prize if people like your page. Use your stories to generate discussions. Ask for people’s opinions. Be a friend in the community, not a billboard. You know those real estate professionals and website operator friends who only use their Facebook pages to promote their businesses and nothing else? That’s what your station page looks like if you only post links to your stories.
- Pictures, pictures, pictures: Visuals on Facebook pop out and get noticed. If you post a link to a story on your Web page, put the photo in the Facebook link, as well. Post pictures from station events, behind the scenes, of your talent, or your community.
- Participate in the conversation: Your Facebook fans will ask questions on your page. Some of them will be intelligent, and some will be annoying. Make an effort to answer any questions and respond to comments within 24 hours. If you ignore the people who like your page, they will soon ignore you.
Readers: Is there anything you would like to add to this list for your local TV stations’ Facebook pages?