Social Networks and Music Promotion

Beyond changing the status on Facebook to say that we lost the bus because of the councillor for Transport and summon a collection of signatures to ask for his removal, or tweet the photo of the dessert so expensive that we just served with hashtags such as #babas or #capricedesdeux, digital social networks can serve as a powerful support tool in the promotion of musical artists, bands and DJs of all scope. To make them useful for this purpose is only a matter of learning some things that often the average user overlooks, combined with great doses of dedication and self-discipline. And of course spend some money, because as you know, on the Internet nothing is completely free.

In this article we will try to give you a series of tips and explain various useful things so that anyone can benefit in his artistic career of social networks.

What can you get?

The benefits of successfully using social networks could be summarized in the following points:

  • Catch new followers: people who discover your music, your sessions as a DJ… and get hooked. It’s probably the best achievement you can get through a social network and the most complex to get.
  • Keep your followers informed of your professional activities: projects you start, projects you finish, tours, new discs, TV appearances, interviews…
  • Keep your followers informed of achievements and awards: Media awards or professional associations, large sales records, appearances in charts, be mentioned for exerting some kind of artistic influence… Watch out for boast.
  • Get feedback from your work: Know what your followers think of a preview of your next song, your last concert… Respect all opinions, and if you are not able, you better not ask.
  • Official communications: Explanations on a cancellation, a member of the group leaving, court rulings, etc. Maybe the saddest thing to use on many occasions.
  • Keep the media informed: I have always believed that with the media it is better to relate by sending official press releases to the email of your writing or the journalist you have contact with, but ultimately it is inevitable that journalists do Follow up on the social networks of the artists and publish their opinion about it, so think that besides your followers there can always be a reporter reading for better or worse.

Concepts of forced knowledge

It would do you good to start knowing this:

Hashtag: Tags that serve to classify the content of your message or update status on a social network, although there is an important and very relevant tendency to use the hashtag in an artistic, humorous or ironical way. The hashtags are included in the message itself and are indicated by typing the # (PAD) symbol in front of the word or expression. They also serve to filter messages and set trends. They were originally used only on Twitter, although Facebook and Instagram also employ them now.

Trending Topic: A concept used on Twitter to refer to something that is being talked about massively within the social network at local, national or international levels. This can be set by a repeating hashtag, a user name that is referenced continuously or by a repeated word or name in the content of the messages.

URL Shortener: Service offered by some websites to give you a URL equivalent to the one you indicate but much shorter. It is especially useful for Twitter, where messages have very limited extension. In other social networks it only serves to make your message a little more aesthetic.

Zombie Accounts: Social media accounts that have ceased to be used for lack of interest from their users but still have valuable information. They are the goal of hackers to subtract information, impersonate identities or what is fashionable now, sell them as false followers of other accounts. If you stop using an account on a social network eliminate or at least disable it.

Status managers: Applications for smartphones or computers that can connect simultaneously to several of your social networks and update in all of them your status or publish a message or photo with a single action. They are practical, especially if you publish short and not very complex messages, and save time for busy people. Seesmic, Digsby or Socialite are some of the most popular applications.

Separates private life from artistic or professional life

If you are going to start taking seriously the promotion of your music on social networks The first thing you will have to do is separate your musical or professional life from your private life. Except for exceptions (which I will then detail) The private life of people is boring and does not usually interest potential followers, there may be content of your private life that people misunderstand and even that can be used against you. So:

  • If you already have accounts created in social networks in which you have dumped personal content do not use them. Create new accounts and use your stage name for them, or unless your stage name is visible. In the case of Facebook and if you are part of a band or musical group that does things together, it is better to create a page (then we see it in detail).
  • If you already had accounts but have not poured personal content in it you can use it, but you must change the name and use the artist.
  • On Facebook add to your accounts of artistic/professional use only to friends or relatives who are also devoted to your same artistic scope.
  • Hides or omits in your Facebook artistic/professional Use account information about studies to avoid receiving requests for friendship from former college or school classmates. It is also interesting to hide your date of birth, or at least not show the year, as you can always appear someone who believes that you are too old for the stage without having met you still in person.
  • Every time you enter the social network check that you have entered before you write anything, not going to be forgetfulness and upload to your professional/artistic account the photos of the binge last night.
  • Do not count where you live or activate localization services in your professional account: If you use the mobile for social networks be careful. Even if you don’t count where you live it’s easy to know roughly what your residence is, probably the area where you spend the most time. The location service also indicates when you’re not at home, do you want them to go rob you? If you indicate when you have concert or performance the thieves will know that they have enough time to rob you, and you would not be the first one that happens to him.

He commented that except for some exceptions people are not usually interested in the private life of artists. These exceptions summarize them in two:

  • Important milestones in your private life: Some artists believe that the good progress of their private life is a consequence of their professional success and they appreciate this success to their followers by sharing some important milestone, such as having a child.
  • People of amazing private life: If you’re single and young, maybe your private life might be interesting. People who go to many parties until late at night and alternate non-stop, who participates in shopping marathons, which allows pleasure trips in a habitual way or practicing sports at risk. All this has good reception on social networks if it is properly documented with photos that are not ridiculous, using witty comments and without falling into vulgar language.

Don’t be controversial

Unless you are a master of marketing and communication (and as Risto Mejide there are few) or your art is based on the pure and hard polemic, try everything you can not be controversial. Try to measure your words well because being controversial is easier than it seems and in the long run and without control, usually brings more harm than benefits. Giving a negative opinion on a political party can make you lose the sympathy of all the followers you have to vote for that party, also probably end up labeled as sympathizer of the main antagonist party that you have complained but not You are, something that you can do until you lose performances whose recruitment depends on official bodies. With this I also do not mean that artists should not have an opinion on political or social issues, but it is always preferable that they express that opinion through their art or other actions, as actions for the benefit or promotion of a particular cause , and not using other means. If you have to lose followers for your convictions, that is for a good song or a commendable gesture, and not by four lines that you wrote on Facebook.

Watch out for comments on other people’s content as well. Do you want to comment or answer something indecent in the picture of the neckline that a fan of yours has posted on your wall or timeline? Don’t do it. Maybe that will report you new male followers as well as supportive comments with emoticons that I will not describe, but you may lose a significant percentage of your female followers and that you end up labeled sexist, sexist or even perverted during The rest of your career. Only artists whose careers are based on constant sexual provocation can afford things like that, and yet they suffer from such issues as being censored for life in certain media or even lawsuits.

The controversy can also come with other artists. Don’t you like the music that another artist does? Does your last videoclip look like a real crap? Because you do not need to tell it publicly on social networks, it is better to just say positive things from other artists if you really think, something that can even make you win the support of the followers of these artists and that can be Tremendously beneficial. If you only have negative opinions, you better not say anything. Do other artists speak ill of you, of your music or try to provoke you in social networks? Do not answer, it is not worth it, surely it will be because you have done something really well and maybe even better than them, and as a result of their limited creativity can only get ahead criticizing you. If anyone thinks attacking you is good for him, that you do, the moment you answer is when you enter a spiral in which the only thing you will get is to benefit the one who has decided to become “your opponent” and that probably if you keep followers will be so ruinous com or him. If the provocations fail to honor, hire a lawyer and Dem├índalo, and as much publishes the sentence if you win the trial.

And after this long retailer of preliminaries, let’s look at some concrete things about social networks.

Facebook

Since its explosion in 2007 it has become the world’s most popular social network and has even counted on a film that narrated the vicissitudes of its creation. In spite of its evolution, it still maintains some peculiar things of its origins, like to call “friends” to all the contacts of an account.

Facebook can be managed at very simple or very complex levels, depending solely on what we want to get from the network. The first thing you have to decide on Facebook is if your music promotion tasks are going to be done as a particular with a standard user account or you will create a page about your artistic project/band within the social network. Please note the following:

-If you are an individual artist it is not a bad idea to operate with a standard account, but remember that your contact limit is at 5,000 “friends”. In addition to “friends” you can count on “followers” unlimited, which are people who can see your publications (status updates, photos, videos…) If you want, but they can not interact with you. To activate “followers” remember to go to account settings/followers/allow followers, and when you make a publication mark “public” in the dropdown of the bottom that is next to the Publish button, if not your “followers” will not see and only Your “Friends” will see it. Although at the beginning of the article I have recommended to have an account only for artistic/professional activities, if you insist on using the same account for your family or private things, you can subdivide your contacts (“Friends”) in different lists of Contacts, for this you see your list of “friends”, find the person you want to add to a custom list, put yourself on the logo “Friends” and a menu will appear where you have to choose “Add to Another list”, then choose the last option “+ New list” and is Cribe the name of the list. If you classify all people, when you make publications or upload content, next to the Publish button choose “View all lists” and decide who will see what you publish. Take an eye and if you follow this method always check who will see things before publishing them.

Twitter

Although considered a social network, Twitter is actually a microblogging service, in which each entry can only have 140 characters, blank spaces included. These texts are known as tweets and appear on the profile page of each account. Users see in their “timeline” The tweets of all those users who have decided to follow, and can retuitear texts that have seemed interesting in their accounts, which is basically replicate the same text in your account so that your followers see it maintaining the Authorship of the one who wrote it. Links to websites, photos, videos, etc. can be included, but links also consume some of the 140 characters in the message.

When on Twitter another user is quoted in a message (it is done by typing his/her user name with @ front), it receives a notification, and can obviously respond to the message, which can generate conversations and even debates. Many artists use this method to directly contact followers who cite them in their messages and the bravest even with their opponents. Users who follow each other can exchange direct messages that are not publicly viewed.

Many people prefer Twitter on another type of social networks, they consider it less overloaded of content (and advertising) and much less invasive. In addition, the limitation of 140 characters makes it necessary to use the ingenuity a little more than usual to express certain things effectively.

Instagram

Contrary to what many believe, Instagram is not a mobile application to retouch photos, is a social network in which we share photos that we can accompany a comment and other users can also comment. In the comments you can enter hashtags and name other users in the same way as on Twitter. The retouching with the retro filters is a complement, great by the way, but complement. Everything that goes through Instagram will be shared publicly, and for a while it can even be seen without the smartphone app, directly in the browser. What can Instagram be useful for? If you are posting photos on Facebook or Twitter, you can associate those accounts with that of Instagram, so that when you upload a photo to Instagram also upload to Twitter and Facebook.

Many artists make in Instagram detailed photographic reports of their instruments, sites that visit in performances, work sessions, covers… and have a lot of feedback with their followers thanks to the comments of the photos. They also employ Instagram as a “semi-secret” medium to advertise things to the most staunch followers, such as showing a picture of a surprise concert poster.

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