Well this is a long awaited update to my last post about this subject. We had our social media team in place and just starting to get things rolling when we were blindsided by the band. They fired the lead singer which was one of the main reasons the band had promise and eventually they “disbanded” as the other members couldn’t sing worth a darn. The band musicians were very talented, but were at a stage in life where they weren’t fully committed to the band. They had all played in other bands and were well into eclectic family arrangements, and generally weren’t as flexible as perhaps a much younger musicians could be. One of the appealing factors was that these guys had a lot of experience and wanted to work hard to succeed. Unfortunately there was some recidivist behaviour and the cohesiveness of being part of band did not overcome the individual personalities.
So how did we measure success. We couldn’t, but what we were looking for was an increase in attendance at various local venues, having interaction on the twitter account including followers as well as Facebook friends. The plan was to generate a constant stream of news and info on the band, its music and appearances. The focal point would be the Band’s Facebook page as well as the individual band members twitter accounts. One of the neat things about these channels is that a fan can actually converse with a band member and interact with their favorite musician. Using facebook rather than a website is becoming popuular and definitely worth considering as your primary channel, particularly if your fan base is found there. Needless to say the younger the crowd the more technology focused you have to be. Mobile platforms have to be a tool in your arsenal. launching apps is a good way to do that. something probably worth further investigation.
What our challenge was getting each person to coordinate their efforts on the band channels and not their personal ones. Having your own facebook page is great but it also is just that, personal and that just gets in the way of promoting the band as well it means that the band is just a group of individuals that aren’t working together for the success of the band. This is what happened, we had a hard time getting each person to contribute and to consolidate the facebook pages and to try twitter.
For twitter we created a band id which was acessible by each member as well as the social media coordinator so regular bits of info could be sent out as well as being responded to.
Making it in the music industry and making money is extremely difficult so in order to succeed and to get core following a lot of effort is required ( ok so what else is new). Trying to get a group of creative musician types to conform to some sort of process is certainly beyond me however Catherine, the social media coordinator is 20 and has lots of enthusiasm and knows what works for her favorite bands. Her challenge was to get the musicians to actually think as a band not as individuals. This means that the social media presence is a band one and all band related activity is focused on those channels.
The website is also a great focal point and a place to promote the band its activities and general information. since Google searches are looking for websites, a solid current presence is required. social media buzz, YouTube and other musical websites are also critical so a coordinate effort is also needed for those channels.
The steps in my original post are still valid today, perhaps some of the key sties may have changed and new channels such as instagram are well worth investigating, the bottom line is be where your fan base is.
A solid communications plan is always critical for success. this means a coordinated effort between the band, the manager, and the social media coordinator – which can be a band member, or a dedicated fan. This doesn’t sound like much fun and it is not, however success will bring its rewards and hard work both by the musicians and the suppoort team will bring you nearer to your goal.