Why less is more on social media.
Why less is more when it comes to promoting your music on social media.
Since the dawn of time and social media ( ie: My Space), musicians have always been the unchallenged an unquestionable early-adopters of tech. With so many new platforms sprouting up al over the internet every day, its no surprise that so many feel the need to be everywhere. Some of us are driven by the mentality that more profiles equals more chance of being discovered. Others cling to the fear of missing out on a chunk of potential fans by not being there.
All-in-all, I think it would be fair to say the average musician has far more social media accounts that they know what to do with it. And you know what? – I totally get that, because I’m guilty of being “the average” as well. Obviously Facebook, Twitter, Instagram and YouTube are a given for pretty much anyone, musician or otherwise. Then let’s throw in the mandatory musicians hangouts, SoundCloud, ReverbNation, Pandora, Spotify (the newest) and iTunes (this last one not to socialize but a must to have your e-book or music on). But beyond the no brainier, we start to spiral down into an abyss, a trully bottomless pit of music marketing possibilities – Pinterest, Google+, LinkedIn, Tumblr, StumbleUpon, Vimeo, Vine, SnapChat, Oculus, FourSqare (yes, still around).. and on, and on, and..
Now I’ll be the first to admit that the temptation is strong and the immediate gratification is great, each of these platforms are quick to sign up to, easy to set up, fun to play with and above all else, free to use. Free in the fiscal sense of the word.
But wait a second, what about the two pricey friends that we forgot to factor into this equation? TIME and PRESENCE.
Time: yep, you probably knew I was going to mention your friend “time”. The amount of time required to effectively maintain multiple social platforms is significant and as an Artist, time is one of the most valuable resources you have, right?
Presence: perhaps a cost that you had not considered. Online presence is a lot like real world reputation, not only people will judge you based on it, but they will talk about it when you’re not around; for better or for worse. Maintaining a healthy online presence is an absolute necessity for any musician, writer or entrepreneur that’s serious about their art or business. For each new social media platform you sign up to, don’t forget to grab your toolbox and hammer one more nail into the coffin of ongoing commitment.
Social media managers can tell you, be everywhere, reach and drive traffic, be consistent on a regular basis, reach, reach, reach. Comment, comment, comment. Follow, follow, follow, Post, post, post..
..But honey,. there is nothing to worry about.. there are close to two billion people online at any one time. Spend your time wisely and as long as you’re strategic about your social media activity you got nothing to worry about.
By signing up to 2, 3, 4, or even 10 different social media platforms, you’re exponentially increasing the amount of involvement required to keep things up to date, and the risk of your presence on at least one of these platforms slipping into an almost inevitable state of disrepair. Got i bunch of half-complete profiles you’re not using? SHUT ‘EM DOWN PRONTO! pick one or two platforms, stick with them and do them right.
Let me leave you with my 50 cents worth of final thoughts:
- If you’re building your presence online, aim for quality not quantity.
- Choose the social networks that suit your objectives, fits you best for your voice and image as an artist.
- Understand which platforms your audience is more likely to hang out and invest your energy and focus there.
A big Thanks to my colleague Jenny for helping write my thoughts.