Wave Universal helped develop analytical tools that allows Lake Champion staff to track mentions of the camp through the social playground. Above all, Twitter and Facebook are the most utilized. Utilizing the ability to tap into the true feelings of the campers, Lake Champion is able to enforce quality control on their offerings. For instance, if a camper mentions an activity the camp didn’t have which they were expecting, management now has the tools available to recognize those feelings.

Lake Champion’s project is an example of using social media to listen and not speak. The camp does have Twitter and Facebook profiles, however the majority of social media work is done in monitoring.

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Young Life’s Lake Champion
http://www.lakechampion.org
http://twitter.com/LakeChampion
http://bit.ly/lakechampionfb

It’s important to take this opportunity to pause and understand what this all means, and what this has to do with social networking. It’s all rather simple and when you come to the conclusion, it will all connect – similar to a psychological thriller. By explaining this, it will also summarize this entire chapter: humans are attention whores.

Society has dictated a style of communication that encompasses tabloids, reality television and social networks. Popularity has become the focal point for many, and the number of “friends” or “followers” on any given network is a score of how popular they really are. Someone who has a lot of followers is “popular”, whereas someone with a few friends is the equivalent of a social outcast in adolescence.

All of this connects to an important element in properly utilizing social networking for your business, product or image – build on that connection.

I cannot stress the importance of building those connections – speaking to one single person in a public forum or acknowledging someone’s statement makes them stand-out. If you’re positively recognizing an individual, your action will have to positive effects:

1. The person who made the statement will suddenly feel empowered. Being recognized brings an overwhelming positive feeling. That positive feeling will connect to you – creating a positive experience.
2. Others who witness this moment of recognition will seek that attention. Like a needy middle-child, they seek approval. Your communication will suddenly become important and your approval is the ultimate goal.

The most successful companies and people who utilize this form of recognition create positive experiences for consumers who may not necessarily purchased from your company or utilized your product. However, this develops a positive opinion which is extremely valuable.

Connecting with people on an emotional level is as simple as that little piece of recognition. Bring yourself back to a place where you were a child who scored well on a school test. Your parent may have put that paper on the refrigerator, displaying your accomplishment for all to see. Imagine now that with social networking, you’re able to do that for consumers on a mass scale.

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Prior to working with Wave Universal, the morning show utilized blog service Blogger to host their website which served as the entirety of their online presence. Working with Wave Universal, the program moved to a clean and minimalistic web design blog in January, 2009.

One of the biggest draws to a Top 40 morning radio show is the interactivity with listeners. Beyond having the ability to comment on articles from the website fans had no other way to interact with the program. The goal for the marketing strategy became interactivity.

The Mash Up entered various social media platforms to both broadcast and listen to fans — Facebook and Twitter.

The show also had the ability to draw celebrities and musical artists for in-studio appearances. Utilizing Facebook and Twitter the show began to feature in-studio appearances through video on YouTube and photographs through Facebook.

The Daily 4-1-1 (the show’s entertainment news segment, hosted by Nicole Biggins) was filmed and shared through YouTube to add additional multimedia content by utilizing content that was already being produced for the program. This served as an outlet to offer fans additional content without requiring additional workload on the staff.

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The Morning Mash Up
www.moremashup.com
twitter.com/MorningMashUp
youtube.com/MoreMashUp
facebook.com/morningmashup

The new website is a significant upgrade from the show’s previous website. The new launch adds video features and interactive listener chat rooms among others while promising the addition of more future add-ons. In addition to building the website, Wave Universal will continue to maintain the site and serve as webmaster to the project.

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Wave Universal Inc.
www.waveuni.com

XM Satellite Radio
www.xmradio.com

Sirius Satellite Radio
www.sirius.com