The elements of social media should be taken as they appear in the phrase itself. Social comes before media and is therefore the most important element. Social media is not a tool to simply talk or shout at your your fans, it is a complex feedback look based on communication and, most importantly, listening. You need to be talking with your fans. Without listening and communication, you will be missing out on a good 75% (or more) of the value social media provides.
Social media provides instant feedback. You will know exactly what your fans are digging and what they are not within a few hours if you know what kinds of metrics to look for. By learning from your fans’ reactions you will be able to improve your music and your message.
Unfortunately there is a large population of musicians who miss out on the social elements of social media. Here’s 4 key areas they fall short on and some tips to overcome them.
1. Me, Me, Me Marketing
You might have been raised in a world of billboards and commercials, but using social media as a one way street is killing your promo game.
It seems too many people are missing the social half of the phrase, social media.
You need to engage with fans and listeners instead of blasting them with links, videos, and nonsense about buying your album.
Sadly, most bands qualify [as what the marketing world refers to] as spammers.
Engaging is easier than you think and should come naturally (assuming you are not a recluse).
- Share albums, videos, and news about other music you enjoy or local bands you play with.Ask others what they think.
- Share news related to the music industry or issues that reflect the personality of your band and use them to engage in conversation.
- Instead of posting links to the same videos and songs repeatedly, post clips of the band working in the studio or upload a demo mix and allow fans to share their opinions so you can take the art to another level. Involve fans in your process(es).
- Network with bands in other areas to create an atmosphere for gig swapping and collaboration as well as cross promotion of content.
This list goes on but the takeaway here is engage in a way that results in feedback and interaction.
Build a community.
2. Focusing on the wrong metrics
Your follower count means nothing unless you see conversions.
More important than a follower, view, or like:
- How many fans have signed up for your mailing list?
- Do you pass around a mailing list signup sheet at your show?
- How many people have you met at shows? (You do hang out with the audience after the show…right?)
- How many people have bought a CD or t-shirt?
Stop putting all your energy into increasing numbers on social sites and focus on converting the followers you have into loyal fans.
Use social media to funnel music listeners to your website where you attempt to convert them into a mailing list signup, song download, or merchandise sale.
Would you rather have 1,000 likes or 100 fans spending $1,000 on music, merch, show tickets and crowd funding campaigns?
Show me the money!
To see the full article, and the other 2 social media problems, visit the Cyber PR Music blog. Are you guilty of any of these common social media problems? How have you over come these problems to better connect with your fan base?