Social media has a considerable influence on society today. People would say that the influence is primarily negative full of comparison, hate and people pushing their agendas. Shine.FM is breaking that negative cycle and using its social media platforms to bring encouragement and connection.
The overall vision of Shine.fm is to
“Create personal connections using music and experiences”
According to Sarah Roberts, Shine.FM Social Media Coordinator, Shine uses Facebook and Instagram to support their vision by creating spiritual content and giving people a place to connect.
Target Audience
When building a social media presence, it is essential to determine your target audience. This helps brands to create content that will increase their engagement and reach the right people. A Social Media Today article discussed that brands should process what makes them unique and present that story with elements of education, entertainment, inspiration through the lens of what their audience wants.
Staff members at Shine have done extensive research and planning to determine its target audience and created a personal profile.
Shine staff use this profile to determine where they would find this audience and what type of content they would interact with. Knowing their audience is predominantly 30-year-old moms, they can focus their strategy on just Facebook and Instagram. Shine found that those are the platforms primarily used by this demographic.
Content Strategy
Their main objective is to build a connection with their listeners. Many radio stations have started to use social media to give listeners another level of connection, so instead of just listening, they can now see as well.
According to a study published in the Journal of Radio and Audio Media in 2018, “Radio is less limited to ‘the theatre of the mind,’ because digital communications through social media have given site visitors the visual stage upon which stations depict themselves, their listeners, and their communities.”
Shine is creating content that gives its listeners a space to chat with them and other listeners in the comments. Most of their content provides prompts to put in the comments, and they work to respond to followers as quickly as possible.
They use two Instagram accounts, one called @shinefmstrengthforyourday, and the other is @shinefmchicago. The strength for your day account posts daily scriptures and the second account posts about events and content relevant to what the on-air hosts are talking about. Roberts explained that they have seen an increase in engagement rates since she joined the team in March. This is due to them now posting multiple times a day. Over the summer, their “meet the summer staff” reel hit over 10.k views.
Roberts Experience and Vision
Roberts started as the social media intern for shine in March 2021. She created the Strength For Your Day page graphics, responded to listeners’ comments and commented on their posts. She is now the social media coordinator and on the Connections Team. These two positions have been an excellent blend for Roberts as, through these roles, she gets to connect with listeners on screen and in person.
Going into 2022, Roberts would like to have a more established social media strategy and calendar.
“My biggest challenge right now is being a full-time student and the social media coordinator. I just haven’t had time to properly strategize content and think it would build engagement if I did,” reflected Roberts.
Follow Shine.fm
