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Tip for talk hosts: Script your hour Open on Twitter

H

Holland Cooke

For two reasons:

1. The loud-and-clear headline we’ve gleaned from PPM data: Every...single...syllable...matters.
And…any…given…minute…could earn you another Average Quarter Hour of listening credit.

Why the-way-you-open-the-hour needs to be so distilled and instantly-inviting? Station promos, which invite listeners-who-might-otherwise-be-P1-to-a-music-station to: “CHECK-IN, FOR A QUICK NEWS, TRAFFIC, AND WEATHER UPDATE, EVERY HOUR, ON-THE-HOUR, THROUGHOUT YOUR BUSY DAY.”

Then, they’re back-to-the-tunes…unless...quicker than an index finger can make it from the steering wheel to the FM button...you can engage. So imposing Twitter's 140-character limit on your Open is a useful discipline.

2. And doing this does double duty! Not only have you distilled your on-air proposition, you've got a ready-to-launch Tweet.

TRY THIS.
You'll like the results.

Twitter is a rare opportunity for on-air talent to build cume.
As on-air talent, your job is AQH, Time Spent Listening.
After all, you can only talk to people-who-are-already-listening.
Cume is boss’s job, since inviting tune-in by people-not-already-listening required off-air promotion expense…until now.

According to a Social Media expert, “retweeting is the most common way links are shared on Twitter” (almost 70% of retweets contain a link). And having-your-link-forwarded would be a cume slam-dunk.

In my February newsletter: the 20 "Most Re-Tweetable Words & Phrases," according to an expert.
And my notes from last week's massive, mind-boggling Consumer Electronics Show.

HC
www.HollandCooke.com
 
Holland Cooke said:
For two reasons:

1. The loud-and-clear headline we’ve gleaned from PPM data: Every...single...syllable...matters.
And…any…given…minute…could earn you another Average Quarter Hour of listening credit.

Why the-way-you-open-the-hour needs to be so distilled and instantly-inviting? Station promos, which invite listeners-who-might-otherwise-be-P1-to-a-music-station to: “CHECK-IN, FOR A QUICK NEWS, TRAFFIC, AND WEATHER UPDATE, EVERY HOUR, ON-THE-HOUR, THROUGHOUT YOUR BUSY DAY.”

Then, they’re back-to-the-tunes…unless...quicker than an index finger can make it from the steering wheel to the FM button...you can engage. So imposing Twitter's 140-character limit on your Open is a useful discipline.

2. And doing this does double duty! Not only have you distilled your on-air proposition, you've got a ready-to-launch Tweet.

TRY THIS.
You'll like the results.

Twitter is a rare opportunity for on-air talent to build cume.
As on-air talent, your job is AQH, Time Spent Listening.
After all, you can only talk to people-who-are-already-listening.
Cume is boss’s job, since inviting tune-in by people-not-already-listening required off-air promotion expense…until now.

According to a Social Media expert, “retweeting is the most common way links are shared on Twitter” (almost 70% of retweets contain a link). And having-your-link-forwarded would be a cume slam-dunk.

In my February newsletter: the 20 "Most Re-Tweetable Words & Phrases," according to an expert.
And my notes from last week's massive, mind-boggling Consumer Electronics Show.

HC
www.HollandCooke.com
Click to expand...

You are demonstarting one of the dangers of PPM: The overthinking and overmanipulation of what comes out of a talk hosts mouth. I have no doubt that the best talent would rightfully tell you to stuff it (their words, not mine).

You seem to insist that talk show hosts be about the topic and only about the topic. Sorry, but I listen more for the persoanlity than the "topic". Yes, the main thrust of an hour must be interesting, but the peppering of sometimes unrelated commentary and stories are what make a show interesting. Anybody can do a "topic", but it's the star persoanlity that always has me coming back, no matter the official "topic" for that hour. Interesting hosts are interesting hosts, whether they're focusing on their "topic" or complaining about the guy who does their lawn.
 
The progressives of Dial Global already have that covered: Bill Press, Ed Schultz, Thom Hartmann and Stephanie Miller (via Executive Producer Chris LaVoie) regularly tweet what is coming within the hour. So does Air America's Lionel and Compass Media's Norman Goldman.

My guess is conservatives are doing the same thing, but I don't follow their tweets.
 
No arch of colorful helium-filled balloons? No "Welcome Consultant" sign?

jerry367 said:
I have no doubt that the best talent would rightfully tell you to stuff it.
Click to expand...

That's pretty clear.

But haven't you heard?
Most places, the talent has all been fired.
Programming now largely consists of syndicated shows.

My suggestion is for those who haven't yet.

Shooting-the-messenger is nothing new.
And listeners aren't listening differently, just being measured differently.
What's new is the clarity that this new measurement affords.

PLEASE DON'T take my word for this.
But, if you DO try it, you'll like the results.
 
Instead of maxing out at 140 characters you might try maxing out at 120...this allows for a RT@ that is when the power of Twitter really takes place. Try to give your followers something that they WANT to share with their followers.
 
RE: "hyphenmeister"

I plead guilty!

Tried giving-'em-up-4-lent one year, and didn't get halfway-2-Palm Sunday.

Although I did make it to The Palm...
 
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