Friday, July 24, 2009


Finger Candy is what I call the QWERTY keyboard on my blackberry and lap top. It’s also where radio stations can design campaigns that engage listeners and provide meaningful, relevant and personalized content direct to the listener’s handset. Mobile phones outnumber TV sets 2 to 1, internet users 3 to 1, and the total laptop and desktop PC population by over 4 to 1. You’re listeners are mobile and they probably have Facebook, MySpace or Twitter applications downloaded on their phone. You need to be there too-giving them relevant, timely information like traffic, news, entertainment, concert info, new music etc. Even when they aren’t listening, they have their phone with them! Mobile phones globally totaled over 4 billion (that’s with a “b”) in 2008. Meanwhile computers (including desktops and laptops) are currently estimated at 800 million globally. So let’s focus on enhancing Social Media and New Media Marketing/Communications to interact with our listener on their mobile device....this can be accomplished many ways by providing interactive experiences on mobile handsets through social media networks. It is important to know that there is not a "One-Size-Fits-All" answer when it comes to Social and New Media. The first thing I ask a client is what do you hope to accomplish with your social media marketing efforts? What are your goals? Expectations? Resources? Management plans? How to translate followers to dollars? Here’s how I view social media: LinkedIn: Who I am. Facebook: Who I used to be. MySpace: Who I want to be. Twitter: What I am doing right now. I am going to cover some very general Facebook and Twitter info to engage with your “Tweeps”-Twitter People and “FeeBers”-Facebook Followers. 1.) First things first…get your name! If you haven’t done so already you need to go to Twitter and Facebook to secure your name. I suggest you get your call letters, station ID or if you are a DJ, your name! 2.) Make things easy for yourself. Install Tweetdeck, Seesmic or Twitterific. I use Tweetdeck but this will be your preference. There is an option that will let your Tweets become your Facebook updates-you will want to allow this. If you want to send a Twitter update without it going to your Facebook use your username @yourname before you tweet, it will post to Twitter but won’t send an update to Facebook. The biggest concern I hear is having enough time to update social media network. It is advantageous to have one place where you can TweeBer (Tweet and update Facebook) I am in the process of trying to do all things social at once. Again this will be your preference. There is no “right way” to do any of this. Just the way that ends up working for you. 3.) Make sure that you keep all passwords and ID’s together. You will be able to give your DJs “fan pages” off your Facebook and give them Admin permission on it. I suggest you run contests between day parts of who can get the most fans. You can reward your Tweeps and FeeBers with incentives, prizes or specials (and you can sell these to advertisers). 4.) I signed up for a Twitter account a while back and didn’t understand it. Twitter can be adopted by all kinds of people, busy or not. You can integrate it at your own pace. It’s crazy addictive but once you understand how to use it, it can be a great tool. A few ways I have seen, heard or used Twitter for: personal branding, getting feedback hiring people-outsourcing jobs, directing traffic back to websites, emergency news updates, Amber alerts, weather, traffic updates, making new friends, use it as a To-do list, grocery list, business management, company intranet, let customers know about new products and services, take notes, event updates, find prospects, provide live coverage, time management and analysis-use as a detailed record of what you are doing every day, set up meetings, voting and building trust/relationships with other people. Twitters Tweet Smell of Success: continues to grow in popularity and importance for consumer and business. No longer ‘just for fun’ it has become an important component of brand marketing. -Unique visitors to Twitter increased 1,382 percent year to year -475,000 unique visitors in February 2008 to 7 million in February 2009 -Largest age group on Twitter is 35-49 -Nearly 3 million unique visitors, comprising almost 42 percent of the site’s audience. (source: Nielsen News) 5.) Radio has the advantage to drive people to their social network site. You can have unlimited Followers on Twitter. Facebook only lets you have 5000 friends-this is why you will want to take advantage of Fan Pages and Group Discussion Pages. There are Fan Pages or Business Pages. Instead of being called "Friends" your Page gets "Fans." Like your Facebook profile post, Fan Page posts will shows up on home page news feed, you can use video, pictures, events and maximize SEO here. Fan Pages are visible to unregistered people and are indexed. Group Pages allow you to send out “bulk invite” (you can easily invite all your friends to join the group while with pages you will be forced to drop some invites manually). Groups are thus better for viral marketing, meaning you can also send bulk invites to friends. FeeBer info….or did you know: -30 million users update their statuses at least once each day (13 million did per month at the beginning of the year) -8 million users become fans of Pages each day (up from 2.5 million per day at the beginning of the year) -10 million videos are uploaded each month (up from 4 million) -900 million photos are uploaded to the site each month (up from 700 million) -1 billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) are shared each week (up from 15 million per month) -35 million active groups exist on the site (up from 19 million) -30 million users access Facebook each month through a mobile device (source: Inside Facebook) 6.) Talk about show prep! You can have content for years from some of the Twitter and Facebook postings/drama I have seen. It is way better than reality TV. It’s real people sharing their real life in an open forum. Because you follow them and they follow you their personalities, wants, likes, dislikes, art, dreams are out there. I have witnessed in real time cat fights with Perez Hilton and many people, Lindsay Lohan breaking up with her girlfriend, a war in Iraq and a new way to run for President. 7.) Cash in with promotions…It's inevitable that those with big followings will begin to leverage their accounts as media channels. -Perez Hilton, the celebrity blogger with nearly 1.2 million followers, has linked up with Sony for its new release The Ugly Truth. His rep firm put together a promotion that included him sending out sponsored tweets about the movie and changing his background to promote it. -Sponsored News, Traffic, Weather similar to Metro Networks and less expensive then SMS Text Message Marketing. -Sell Tweet-Up Remotes and Facebook Friday Happy Hours -Sell/Leverage your pages on Facebook to Advertisers -Have listeners Tweet and RT phrase that pays Make sure to remind listeners to do MORE than just follow you on Twitter or Facebook. Encourage then to sign up for the SMS updates option on Facebook and turn Mobile Device update on for Twitter. DO NOT forget to buy your .mobi and "mobilize" your current website! Don't let your competition beat you on the Mobile handset! If I can be of service or offer guidance please don't hesitate to contact me! Add me on Facebook and Twitter For all your Internet needs including domain names, SSL Certificates, Affordable Hosting, .mobi's go to Jessica is a well rounded media professional with over 19 years experience including Radio, Television, Internet and Print Sales as well as an On-Air Radio personality. Her knowledge of media buying and planning, copy writing, commercial production, interactive concepts, fundraising, public relations and event planning makes her a valuable asset to creating an effective campaign. She lives in Tucson, Arizona where she attended the University of Arizona and majored in Political Science, Communications and Chemistry. She specializes in big ideas and is known for her ability to create complete marketing campaigns and bridge marketing partnerships. Jessica Northey Social/New Media Solutions Twiva and Design Rep Finger Candy 559-349-5933


  1. Hi Jessica, this is an extraordinary article, very informative and helpful.
    Thank you!
    Piccola Dowling

  2. This is a terrific piece, well done! I'll make sure all my artists/managers see this.

  3. Wow Larry I didn't ever see this comment! I am flattered :)