Interesting, valuable, content is the heart of communication with fans and followers. Using social media effectively requires planning and commitment. Here are a few tips to get you going: Develop an Integrated Strategy Be realistic about the time you can commit to online communication. Find the right partners to help you. Develop your approach from the Big Ideas that make you unique; the ‘Why’ of you as an artist. Connect your online and offline strategies. Understand the Tools Each social media platform and channel (and there are many) has a unique flavor. Your blog is a personal command post, Twitter is a cocktail party, Facebook is like a neighborhood pub, and so forth. Determine where your fans hang out and develop a plan that uses between 2 and 10 different platforms. Don’t overwhelm yourself at first, but make sure you understand how each platform works; it’s strengths and weaknesses. Tools like HootSuite and TweetDeck allow you to manage several communication channels in one dashboard and send Tweets and status updates to multiple services with one click. You can also delay posting times so that you can ‘pre-publish’ outbound communications. Share Your Passions So how do you create all this content? Be real, have fun and share your passions. Get a little outrageous and controversial. Your music generates a slew of byproducts that can help you build a community of active fans. If you are a guitar player in search of the ultimate tone, talk about your rig. If you are a foodie that samples every regional cuisine…
April 27th, 20111 Comment, Communication, Music Industry, Social Media, Strategy & Marketing, by Eric Jensen.
April 26th, 2011No Comments, Music Industry, Social Media, by Eric Jensen.
The midemblog Livestream coverage of the Rethink Music conference in Boston this week is a good example of integrating curated Twitter feeds into a web page. The panels are being streamed live side-by-side with curated, real-time, Twitter comments fed by @replies and hashtags (#rethinkmusic, #rethink, #berklee, #midem). Check it out here & here. What do you think?
April 21st, 2011No Comments, Communication, Social Media, Strategy & Marketing, by Eric Jensen.
“Customers trust each other more than they trust brands.” — Jeremiah Owyang, Altimeter Group analyst — I just caught a highly informative webinar hosted by Jeremiah Owyang, industry analyst at Altimeter Group and the folks at janrain and Badgeville. It is a bit long so here are few takeaways… In a survey of 140 global-national corporations the Altimeter Group found that the number one ‘go to market’ goal for 2011 is the effective integration of social media into corporate websites. In this webinar Owyang describes a hierarchy of Use Cases each with several real world examples. No Integration — Your website is irrelevant. You are not connected to the trusted discussion happening in social networks. Your investments are not working together well. Social Linking — This send users off of your site, and while it has made Facebook tons of money, it is not the best strategy for your brand. Owyang recommends skipping this step all together and moving directly to… Social Aggregation — This comes in Basic, Curated, and Contextual varieties. Some examples: The increasing use of social sign-ins Samsung’s integration of live social feeds into their event screens at the recent SXSW conference Huffington Post’s aggregation of realtime user comments into article pages Social Publishing — Encouraging customers to share information, pushing it back out to the social web. Social Context — The practice of continually updating customer personas based on connections and context. A good example is Amazon’s content recommendations driven by friends’ reviews and buying choices. Seamless Integration — The future… URLs…
April 20th, 2011No Comments, Communication, Social Media, by Eric Jensen.
The social web often seems like a huge cocktail party where everyone is shouting and no one is listening. We all want to be found, and followed, and heard. How can we make real connections that lead to offline friendships and business relationships? Listening with genuine interest is the key to engaging people. Like anything else, developing this skill requires a great deal of practice. Platforms like blogs, Twitter and Facebook are not well suited for broadcast communications. If you are not paying attention when a post appears, it’s gone. I am experimenting with asking questions in various ways. I am digging into Twitter Search to find interesting conversations and engage people with @replies and questions. Facebook feels more constrictive to me. I am trying different ways to converse, exploring groups and Pages. Some people like guitarist Ken Rosser, have a knack for using Facebook conversationally. He is always interesting, and each post seems to result in an active conversation. How are you using social communication tools to really listen? What’s working for you?
April 4th, 20111 Comment, Communication, Ideas, Music Industry, Social Media, Strategy & Marketing, by Eric Jensen.
Creating Effective Social Media Engagement: Generosity is the Emotion, Content is the Currency Authentic, trusting relationships are fueled by generosity and empathy. While online networks can seem abstract compared to connections in the ‘real world’, the same principles hold true. Web 2.0 is a conversational environment, not a broadcast channel. This is still confusing for some musicians who use Facebook, Twitter, Linked In, etc. to talk about themselves (“Oh, did I mention MY gig this weekend, here are some new pictures of ME, I wrote a new song…” etc. etc.). When I get a Linked In or Facebook friend request from a complete stranger asking me to listen to their music or come to a gig I am always amazed. What are they thinking? Eventually I tune out even good friends who I am very interested in, when the only communication from them is pushed PR blasts. The power of social media is it’s potential for building communities and sincere relationships. The way to do this is to pay attention to everyone else, what their passions are and what they need. Ask yourself what you can share to make their lives a little more wonderful. On the web, the obvious gift to give is interesting content. This could be a helpful blog post or link, some compelling video you have created, a piece of music or a recommendation or referral. The important thing is that you are passionate about what you are sharing and you genuinely want to help your followers. A great example of this…
April 3rd, 2011No Comments, Communication, Ideas, Music, Music Industry, by Eric Jensen.
I just had to repost this great essay by the wonderful musician Danny Barnes (who also happens to be an excellent writer).. I encourage you to check out the rest of his blog. Each entry is a gem! I Think I Know Why You Are Not Into Music Anymore