Facebook "likes"

From Mark Ramsey media, commenting on the amount of Facebook "likes" different formats attract. It's one of the best explanations of why "like's" are important.

But what is perhaps most interesting of all is the standout performance of Christian and Religious stations. They certainly are attracting a disproportionate number of “likes” to their Facebook pages.

So there are two questions I’d like you to consider:

First, does any of this matter?

If you believe that a “like” vote relates to the kind of consumer passion which can sustain a radio brand no matter what kind of competitor comes along, then I say the answer is “yes.” The issue isn’t whether or not a “like” is “monetized.” The issue is whether or not it exists at all. Every radio brand should strive for the kind of emotional affiliation reflected in the simple act of clicking “like.” I’m not naively assuming that Facebook “likes” are the same as real-life fans, but I’d bet money on a positive correlation.

Second, if Christian and Religious stations can convert a greater fraction of their consumers to “likes” without the vast cumes of Country or Contemporary Hits, then why can’t you?

Could it be that the benefits of Christian and Religious stations are bigger than the music or teaching propositions alone? Could it be that granting a “like” to a Christian station means more than simply voting a thumbs-up on the music?

Every radio brand lives in three dimensions, or at least it should. And, to paraphrase Gary Vaynerchuk, the more “human” and “great” the brand is, the more it is likely to attract “likes” like bees to honey.

Finally, it’s good to remember that the game isn’t just about the “likes” but what your fans are supposed to be saying to each other about your brand via social media – what the “likes” are for.