Same Is #Lame… Get Them Talking About You!

Ever wonder why the Doubletree gives you warm, fresh, chocolate chip cookies at check in? Have you gone to Five Guys and noticed how they give you WAY too many fries it overflows into the bottom of the bag? These are their “talk triggers” that get people talking about their company and thus spreading their name (and probably with a smile on their face because who doesn’t love chocolate and fries). Local news may want to take tips from these companies.

News stations all listen to police scanners, lead with weather if a storm is coming through, and comb through social media for what people are talking about. So why would a viewer choose one station over another? It could be the programing, the stations community involvement, the look of the news set and graphics, or the personality of the people sharing the news with you. Find your “talk trigger” so viewers have a reason to pick you, to talk about you at work and with friends, and to spread their opinion on social media.

According to author and social media consultant, Jay Baer (www.jaybaer.com/) 100 % of companies care about word of mouth, and here’s how to get it:

• The best way to get customers(viewers) to talk about your business (station) is with talk triggers.
• Talk triggers are operational choices that are different and noticeable.
• Treat every customer (viewer) the same, but being noticeable different every day, creating consistent word of mouth.
• It is NOT shock and awe which takes a certain customer, in a special circumstance, and doing something special hoping for viral results.
• Takes 3–5 months for the talk trigger to spread.
• Being talkably responsive on social media is one of the top 5 types of talk trigger.
• Brands that give a unique or personal experience can often exceed the talk trigger value compared to giving material things (like chocolate chip cookies and fries) -Randy Theo (twitter.com/ideabloke)

So if you are working in the news business, I challenge you to think what could be your talk trigger that soars you or your local news stations into the social media #WOM. Commenting on every comment on your social media page, inviting a group of social media followers to tour the station, create a group of social media weather watchers that get together with station meteorologists once a month for pizza or ice cream are just some of my ideas.