Today, social media is the cornerstone of your music career. It’s what lets you stay in touch with your fans and easily notify them with exciting news. With all the social media guides out there, you’d think no one remembers one of the key behavioral aspects to being human – socializing. I know, it’s hard to find a balance between social and promotional – afterall, you still need to sell your show or record. Here’s 5 secrets to help you find that social media balance.
1. The 80/20 rule.
So exactly what is the balance between personal/interesting content and marketing content? I don’t like putting a formula to something as spontaneous socializing, but a general rule of thumb is that 80% of your content should be personal, funny, interesting, and entertaining, and 20% should be reserved for marketing pushes. Go beyond 20% and people start ignoring you. Keep it social. Keep it fun.
2. Drive interest.
Just like the flow between social media and the offline experience, you should also create a flow between your social media channels and your website. Your website is the hub of your career online. It’s where you make sales and have more detailed information for fans. Link creatively to your website, so that you give people fun and interesting reasons to visit.
3. Don’t over-invest yourself in every social media platform available.
A lot of musicians I’ve talked to find themselves completely consumed by social media. As a result, they don’t have much time left over for their music. You are only one person and can only do so much. Pick a few social media platforms and really focus on creating strong interaction and engagement on those platforms.
4. Pick platforms that are relevant to your image and brand.
If your target fan is a young teenage girl, Twitter and Instagram are your best bets, as these are the platforms where these girls spend the majority of their time. If you are a improvisational jazz band whose target fan is a forty-year-old working man, Facebook and email would probably be your best bet.
5. Make your channels unique.
It’s also a good idea to use each social media channel slightly differently. Give your fans a reason to follow you on all platforms. While you can and should push important information out across all your channels, try to give it a different spin. If your announcing a gig try this approach: Take a picture of yourself in front of the venue and push it out to Instagram and use Facebook to drive engagement, asking fans what songs they want you to play. Get creative!