The Power of "What Works": Lessons in Social Media for Radio and Beyond

Radio has been a big part of my life, and I’m always thinking about how to make it better. A lot of what I do now focuses on helping radio stations and individuals refine their social media strategies. Whether you’re managing a station, promoting music, or building a personal brand, there are a few universal truths in content creation, and here’s one I’ve come to rely on: do what works.

It’s simple but powerful advice, and it’s something I heard from Phil Becker, who often says, “Success leaves clues.” That line hit me, and it’s now a core part of my lens. Why did this work? Why didn’t it? If you see something that’s consistently effective, take a note, and apply it. So often, we’re tempted to reinvent the wheel when the clues for success are sitting right in front of us.

The Clues of Success

Authenticity and originality are essential, but if you see a format, technique, or type of post that’s getting traction, don’t be too proud to lean into it. For example, people complain about the classic “car post” on social media, but it’s popular for a reason, it resonates. Similarly, artists sometimes resist posting covers online, feeling it compromises their originality. I get that, but covers can connect you with new audiences, giving them something familiar that hooks their interest and paves the way for your original work.

This doesn’t mean giving up your unique voice or style