I had a particularly enlightening week learning about social media and how important it is in the music industry and to artists. Social media are blogs, social networks (Facebook, Twitter, MySpace), and sites like Flickr and YouTube - basically any website that is designed to generate online conversation through comments.
Also this week we had a guest speaker come to my work (Opus 3 Artists) to speak to our staff about social media: Vince Ford, the Director of New Media for the New York Philharmonic. For anyone that is not aware, the NY Phil maintains a fantastic presence in the social media, utilizing Facebook and Twitter in a way very few other orchestras are (but should). Add them as a friend on Facebook or follow them on Twitter.
Now any Average Joe with a Twitter account can easily enter into a very voyeuristic online relationship with their favorite star with just one click. This might have seemed like a scary thought a few years ago, but it is now widely accepted by the general public and really, it's highly expected.
I would like to share some of what I learned this past week about how musicians can use Social Media most effectively to build their fan base and establish their brand, and why it's important to do so.
Top 20 Tips and Facts about Social Media (for musicians):
- Create an account (Facebook, MySpace or Twitter) and use it. If you are not searchable, you cannot and will not be found! Google knows who exists only through its web presence, and if you can't be found on Google, then you might as well not exist.
- Google yourself. If you've never done it, do it right now!! You need to be aware of your online presence.
- Never do something you do not enjoy. If you hate writing (or can't spell), instead of a blog, upload a vlog (video blog) onto YouTube. There are plenty of platforms for you to choose from (Blogger for blogs, Twitter for mini-posts, YouTube for video), just choose one or preferably, a couple, and use them regularly.
- Engagement is the key to Social Media. Engagement means interacting, not just watching.
- Don't just broadcast: Engage (in conversation) - Listen & Respond. Dell learned to listen to their upset customers the hard way (I'm reading about their story in the book "What Would Google Do
?" by Jeff Jarvis - check it out), and don't let the Dell horror story happen to you.
- Clarity is key with your posts. Keep them to just one thought, comment, or call-to-action per post. Search Engine Optimization is important!
- One-Click (nearly instant) access is necessary. Minimize the number of clicks it takes for your Fans to get from your Tweet to your music (or to the ticket sale, blog post, online store). Keep it to less than 5 clicks and you have a much better shot at making a sale or gaining a Fan.
- One-Click access is key to how your audience will discover you and become your Fans. Good examples of One-Click access are Pandora, MySpace Music and YouTube. Utilize these platforms for maximum potential and exposure.
- Don't Over-Tweet! 2-3 Tweets per day are enough for most followers. On Facebook, 1-2 status updates/posts per day is adequate.
- Social Media is the Direct to Fan model of building a fan base: these platforms allow you to harness the emotional connection your fans have with your music, nurture the relationship and create direct ways for them to support you.
- There is a difference between your Fans and your audience. A Fan has a relationship, the audience only hears music (possibly in the background at the mall, for example). The audience doesn't even KNOW they want your music yet. Make them aware.
- Your FFF# = "Fans/ Friends/ Followers". This is an important number, you probably have an idea what yours is, but add it up for a real total if you haven't ever.
- Just because your FFF total might be 50,000 people does not mean you have 50,000 Fans. A true Fan is worth 8x a Friend. Fans are those that might spend money on you, friends are mostly just passive observers. Learn about your Fans and you'll learn how to get more of them.
- Always push your FFF population to the next step in their commitment to you - What are incremental steps you can implement to turn your audience into Friends, and Friends into Fans. Consider what it would take for your Fans to then become the coveted 'Superfans'.
- Superfans are your biggest asset. These are the people who comment on all of your Tweets and Facebook posts, join your fanclub -especially if they have to pay to be a member- etc. Get into the Google
- Put your Fans to work! Ask questions, ask for advice, or favors. Fans want to help, but they don't know how. You can do this with confidence since (if you've done a good job nurturing the relationship) your Fans and Superfans will be your strongest positive supporters.
- Offer your followers value while you nurture your relationship with them. Provide advice, positive encouragement and personal touches to your messages.
- Build and firmly establish your value before asking for anything in return (like buying a ticket, downloading a track, etc).
- Twitter creates 1% of sales. Emails create 30% of sales. What incentives can you offer your Fans to get them to give you their email address?
- Reward Fan loyalty. LCD Soundsystem only Tweeted ONCE (therefore only those Fans following them on Twitter saw the post) that tickets were on sale for their NYC show at Terminal 5, and then sold out!
Some fantastic (free) websites to raise your awareness of your online presence:
- Google Analytics - analyzes visitors to your website or blog in great detail
- We Are Hunted - measures blog chatter about a subject
- Social Mention - analyzes brand ranking, strength, reach and passion online
*~*~*~*
"D.I.Y. does not mean 'Do It Alone!' - Michael Doernberg: Co-Founder, Reverbnation
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