BANDS: Social Media Profiles and Their Roles
A lot of bands like to think if they have “X” amount of social profiles and one stream of content, they will get more exposure spreading the same content across all of those accounts. This is the biggest fallacy in social media marketing. It’s easy sometimes to forget that all the available social media profiles have different strengths for certain kinds of content, and it makes more sense to give each profile a specific role so fans have a reason to follow all of them.
Everyone knows Facebook is the biggest social hub on the web, but it’s limited by it’s # of posts you’re allowed to share everyday. The maximum you can share on Facebook is 2-3 times a day and no more, or else face the undesirable fate of being “un-liked.” Just based off that fact, it’s best to use Facebook for your major news, regarding tours and new releases. On top of that, use Facebook’s visual appeal, i.e. photos and music videos. Even if Timeline pretty much killed the effectiveness of apps, always have an app to share tour dates, songs to sell, etc.
Twitter should be the individual conversation platform. Use Twitter for having direct engagements with your fans. It needs to light-hearted, human and genuine. Twitter is the last important front for showing your true personality when all else seems too marketed. However, it’s never awful to try the occasional real-time Twitter contest to promote your annual release. It’s also the easiest way to show off your fan love by blasting out their supportive tweets. Make yourself look popular and humble at the same time.
Tumblr is your day-to-day journal, which your fans can follow to read up on the small details of tour, studio time and interviews with the press. Tumblr posts should be constructed and shared without a filter. Try and show yourself and your band’s true personality through your writing in telling stories. Don’t be afraid to be longwinded, it’s not limited to photos and 140 characters. Try to come up with a weekly editorial series that your fans can look forward to every week.
Let Instagram tell a story about outside of how your fans view you as a musician. Use it freely, but responsibly. Share a photo of your favorite place to eat or something funny you saw on the street. It’s okay to be really trivial with Instagram. Your fans will still find it entertaining.
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