Social Media & Podcasts
24 JULY 2021
written by Mike
I’m going to skip explaining what social media is and what platforms are available for podcasters.
It is safe to say that you are aware of what is happening out there, plus these platforms tend to change every few years.
What I’d like to do instead is to ask a couple of questions.
Do you need social media channels for your podcast, and if yes, which ones?
You may (or may not) be a podcast listener, and if you are, then no doubt you have a few favourite shows.
When you want to find out more about a podcast, you either visit their website or a social media channel.
Here is how things get tricky.
Some shows have friendly websites and several social media channels (with a substantial following); other shows don’t have either!
No website, no Facebook, No Insta!
What is the deal here?
Before we move forward with the answers, remember that I’m speculating. I didn’t actually do any in-depth research, and I write these blogs for fun (and out of boredom, I guess).
Now that we got that out of the way let’s proceed.
For some podcasters, it makes sense to have an active social media channel; for others, it doesn’t. So there it is, the secret answer.
Podcasting is difficult – it takes time to write, record and produce a podcast episode. On top of that, you have to think about audio production, gear, podcast hosting and uploading the content.
With all of that, taking on social media may be detrimental to your show, as it will take time from the actual work on the podcast!
Of course, it all depends on the type of show that you want to do. If it’s something like Casefile, a continuous show, then social media makes sense.
You want to stay in touch with listeners and promote new (weekly) episodes.
However, suppose your show is a limited series with 8 or ten episodes. In that case, social media won’t be as critical – it can still be but in a different way.
Let’s say you are planning a second season. Then, keeping your social media presence alive makes sense.
However, if you are done after one series, then think about it. Will you keep posting content a year from now? Two years?
Unless, you as a producer, have your own social media account where you promote the show.
Or you have the whole network, with multiple projects going.
As you can see, this is a bit more complicated than everybody thinks.
You also have to think about the actual content. What do you want to produce, and which platform is the most suitable for your ideas?
Looking at Casefile again, our host is anonymous, so Insta or Snapchat stories don’t make much sense. Not in a ‘classic’ mind anyway.
But if I was to start a Mike Migas podcast, then posting stories and vlogging would be much more suitable.
Then, think about what kind of content you want to post.
It would be a good idea that the social channels match the podcast. For example, if you run a financial podcast and then on social channels post videos of your dog, it doesn’t make sense for the listeners to follow you there unless there is an established connection.
A piece of content can either help or hurt your brand. Think about that!
The messaging should be consistent over all of the active channels.
It is a good idea that the feel of the social media content matches the actual feel of the podcast. So, for example, a serious show about murders posting funny images will be a mismatch.
Also, every platform is slightly different and will require a different look and content – some are all about videos, Twitter all about short messages, Insta about pictures, etc.
As you can see, at first, we may think that social media should be a no-brainer when starting a podcast. However, only after you realise how much work goes into that, you may want to stop and think if it is really worth it.
With Casefile, we didn’t really have a social media presence initially. It took us months to slowly get into the groove of things, and it is only recently that we have a cohesive strategy for that.
Your priority should be your podcast, so don’t spread yourself too thin with other channels, especially if it’s just you or two people.
Start with one or two and stick to it, and as you grow, you and when you start are getting ahead, then think of adding extra channels of communication.
The good thing about social media is that you get direct and instant feedback, and this can be extremely useful at the beginning.
However, and this is only my opinion, the longer you do it and develop your podcasting style, social media can become a distraction.
Especially when you get a bit of traction – you start attracting trolls and negative, borderline abusive comments.
Personally, I’m not a fan of social media. I keep the apps off my phone, and I don’t use the networks for my own profile. However, I keep them for professional use.
When it comes to social media comments, we are fortunate enough to have people that moderate them. So I tend to check the initial feedback after releasing an episode – maybe for a day or two.
But then I stop and never look at them again.
One negative comment out of 100 can still affect me, even after a few years of dealing with that. Therefore I would rather not see them at all!
So bear that in mind as well when starting to post and engage on social channels!
It feels like it’s necessary to be everywhere at all times; the FOMO is real.
However, I’d argue that we should stick to things that feel authentic and not bother what other people think or say.
The important thing is to have fun and enjoy the creative process. If you can manage that, I think that’s already a success.
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