Lori Lewis from Jacobs Media outlines the Facebook definition of Brand Page spam.

  1. Posts that solely push people to buy a product or install an app.
  2. Posts that push people to enter promotions and sweepstakes. 
  3. Posts that reuse the exact same content from ads.

And that got me thinking.

What if we replace the word “post” above with
Jock Break” or “ Promo” or “Sweeper“?

When defined this way – isn’t most of Commercial Radio’s non-music content “Spam”?

So maybe it’s no surprise Radio people defaulted to using Social Media as they use their own airwaves: as a channel to relentlessly pump self-centered, promotional messages and come-ons.

It’s one thing to argue the Commercials on Radio these days often resemble the back page of the local Penny-saver – but much of our “Imaging” and “Jock Breaks” have devolved into the same kind of self-centered promotional clutter Facebook now defines as “Spam”.

Looks like Radio Sounds

Looks like Radio Sounds

What to do?

Lori offers Radio people some solid advice for how to conduct themselves on Social:

Social is a way of thinking, it’s not a trick.

It’s not about gaming fans to interact with us.

It’s not about what we want to say or our prize wheels.

It’s time to focus on being more effective with Facebook. That means we have to stop treating it like a free promotional platform, or an afterthought and start bringing our A games every day.

Great advice.  But why limit this to Social?  What if we decided to bring that kind of “A Game” to our on-air presentation of promos/liners/breaks too?

Or put another way  –

Why should our on-air presentation have a looser definition of “spam” than our Station’s Facebook Page?

Or put an even other way –

If the promo or jock liner your writing would be considered “Spam” by Facebook – maybe it doesn’t belong on your airwaves either.