Of course, sex is what powers the Internet, but now new data shows that it is the engine that propels Facebook, too.
Social media researcher, Dan Zarrella, has come with a profiling algorithm to analyze how Facebook users share links. And of course, it’s about sex.
Based on 12,000 posts, articles that contain sexual references are shared more often than the average story. In fact, 90% more often.
So logic dictates that because the majority of your listeners are now on Facebook, personality shows would do well to make sure that some sort of sexual topic or reference is programmed in on a regular basis. I'm not going to contradict tha and given the propensity of consumers to virally connect with sexual surveys, pictures, and related conversations, sex on the web makes good sense.
But great content and branding goes beyond pictures of “hot chicks” on morning show sites. Topics that women can participate in – cheating according to Sheri Lynch of the “Bob & Sheri Show” always works – have that sexual overtone without becoming a Motley Crue video.
And that brings us to a discussion of radio station websites in general. Oftentimes, broadcasters now have aggressive page view goals. And the shortest distance between two points is sex. Thus, sites that are so overloaded with “Babe of the Day” features, videos, and pictures that the true value of the brand is obscured, not to mention consumer needs.
Why are users visiting your site? What are their expectations? What type of experience should listeners have with your website?
In Tech Survey V, we asked that question in the form of ranking desired radio station web features. Now keep in mind that four of every ten respondents are female, but “Babe of the Day” features are well down the list of digital assets they “love to see” on station sites (red underline on the second slide). (Among men, one-fourth “love” this content (26%), compared to just 3% among females.)
Now of course there’s that obvious “gap” between what people say they want – and where they really end up on the web. But when you look at the top seven or eight most desired items, how many radio station websites truly deliver on those music and events desires?
We are fans of web usability studies that analyze how consumers use websites, and the marriage of content and ease of navigation. These research efforts can be done by any company and they are guaranteed to yield a treasure trove of actionable findings. As radio becomes more immersed in digital, these initiatives will become even more important.
There is always going to be that balance between the slam dunk features that will guarantee page views and the content that enhances the customer experience and better connects listeners to your brand.
How's your balance?