Heidi Cohen at ClickZ recently had a great post regarding the 13 tactics to make social media work harder. I've adapted her post for Music 3.0, since her points are excellent, but I've found that only 12 of them apply. They are:
1) Understand how and why your fans use social media. This is the best way to make sure that you're interacting with the majority of your fans in the first place.
2) Develop content that meets your fans needs and interests. This shouldn't be too hard. They like you already and will probably want anything you give them. Don't be afraid to offer rough mixes, rehearsal and studio out-takes, and behind-the-scenes videos.
3) Use a variety of forms of content and understand the role that each plays in social media. Blog posts, video, forums posts, Twitter and Facebook posts are all important. Many fans prefer one over another, so it's best not to ignore any of them.
4) Encourage your fans to share content. The key to a healthy fan base (or Tribe" as "Seth Godin calls it) is not only their interaction with you (the artist), but also with each other.
5) Support and promote consumer-generated content. Mash-ups of songs and videos can be as important as your own releases.
6) Integrate product information into your content/story. Don't sell or hype your fans, inform them. They'll do the promotion for you.
7) Use content in social media to help build organic search optimization. Always think of SEO (search engine optimization) when developing content. Using the proper keyword phrases in your copy and metadata (even for videos) is crucial for being found, and therefore getting the word out.
8) Listen to, interact with, and recognize your fans. Communication can't be just one way. When they reach out, you must reach back.
9) Provide immediacy and nimbly react to events as they unfold. Social media is immediate by nature, so your fan base expects a more-or-less immediate response.
10) Participate in social media with a human voice. For social media to work well for an artist, the artist herself must participate. Certain communication can work through a surrogate, but fans can see right through a post that's supposed to be you but isn't.
11) Encourage band members and crew to participate in social media. The perspective of everyone involved with an artist is valuable to the fan, that's why it's important that everyone in the artist's circle should participate at least a little.
12) Track relevant conversations, responses, fan relationships, and sales across social media forums. The real key to effective and efficient social media management is measurement.
These are all great points and worth considering in your social media management.
No comments:
Post a Comment