Hi guys thought I’d drop you all a line about my experiences with social media in a professional context. I’ll run you through exactly what I do & why I’ve been chosen to write this post…
I’m in charge of publicity & communications for my events company Front of House Events. We host underground house club nights in the Birmingham region. There are four co-owners that make up FOH (all BCU students). We have a number of online spaces that we currently maintain, including many social media platforms, which it is my job to keep the content flowing on.
I think first and foremost what’s most important with using social media as a tool for promotion in industry is that you regularly use the spaces. It may seem obvious but the amount of brands, artists, companies etc. in the music industry today that I see with say a Twitter account that was last used a year ago is striking. Put someone in charge of social media, it does pay.
Secondly, I can’t stress enough the importance of blogging. There are so many platforms out there to use and it’s one of the simplest ways to connect to your audience. The digital age caters for all; anyone can become a producer from the kid blogging about their day, to a top 100 company blogging about their latest products. It’s that personal touch that wins you a new fan or a consumer. If audiences feel engaged with the material it’s likely they’ll come back. In terms of Front of House, I will blog about upcoming events, review similar events, equipment and even a diary post from time to time about what we’re up to as a group. It’s difficult to be stuck for content. You can see our blog here.
It’s pretty easy to present your content in a professional manner. Most of the platforms do it for you. For example, embedding players to your sites or blogs doesn’t require knowledge of html coding, it’s just a simple copy & paste of the link into your post (unless it’s more advanced stuff of course). But the point I’m making is tailor your pages for your specific needs and do it neatly. For example, add a band page on your Facebook or player that allows fans to listen directly. There’s that saying if you can do it in fewer clicks, the better.
Reckon you’ve got too many social media links? I wouldn’t say you can ever have too many, but choosing the right ones again is more important. Whether you choose to have a few, or loads are down to you. For example FOH have a Mixcloud, Twitter, YouTube, Facebook, Blogger, plus our own website which we feel is more than enough. I try not to over-complicate things personally, but having a person on your team that’s always on the lookout for the next best thing to use is always handy. The music business is a fast-moving industry.
Now with all these social media links to choose from, it can cause confusion if you don’t manage them properly. I would suggest you need one space which brings them all together i.e. an external website. This doesn’t require a massive budget at all, as you might think. We personally had a good helping hand (we all know this doesn’t go adrift in the industry), but templates like a WordPress blog are easy to set up. There are plenty of tutorials out there to help you if you know nothing about it, or Tumblr is another good platform to bring all your spaces together. Check out the WordPress Codex site for tutorials.
The new Facebook timeline is a good way to pull things together, as it can provide you with links to almost everything, but I wouldn’t advise on solely using Facebook as the focal point for your branding. In the professional world of PR and creating successful promotional campaigns it’s important to have consistency throughout your platforms, so whatever the message is, this should be clear throughout. For example, be clear on the link you’re going to use as the main place for people to go.
I hope I’ve been able to help with outlining the main points when using social media in a professional context. Check out the site for more in depth lessons on specific platforms or if you’re struggling don’t hesitate to contact me below.