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 generosity is the blog created by musician Danny Barnes. He has written a number of funny, articulate pieces that are essential reading for any professional musician or anyone with even a passing interest in what it means to be a musician. He has shared many practical insights on how to make a living in music, how to be a successful sideman, how to listen and much more. There is great value and generosity here without a hint of self-promotion. A teacher and fellow musician told me the other day he reads Danny’s posts to his classes!
Check out Danny’s blog and spread the word…
What gifts are you giving to your fans, followers and customers? What’s working for you?