Social media holds enormous marketing potential.
It provides an opportunity to communicate with your followers and answer their questions.
But social media is not an instant « win » button. It isn’t a magical tool that spontaneously propels you to stardom.
You need to put some kind of plan into place if you want to make something happen in your music career.Social media is not an instant 'win' button.Click to Tweet
Here are six major social media marketing mistakes to avoid as a musician.
Having No Strategy
What goals do you have in mind for your social media marketing strategy?
Do you know how many followers you’d like to have? How many sales and email opt-ins that should result in? Do you have plans for building a community of likeminded people and how to encourage interaction among them?
A lot of musicians know that they should be on Facebook and Twitter. What they don’t know is what they’re trying to accomplish by being in those places.
If you get in a car and start driving, you’ll arrive somewhere. If you map out your route in advance and follow your plan, you’ll arrive somewhere you want to be. That small difference is huge.
Only Caring About Yourself
I can’t name a single self-interested person that’s universally loved by others. We’re all interested in ourselves first and foremost, but we have to fight that egocentric tendency if we want to build worthwhile relationships and the career we want.
Self-interest is what leads to hollow call to actions, like « buy our stuff », « come to our show », and « vote for our single. » There is a time and place for this. But if 80% of what you share is beneficial to you, and only 20% is valuable to others, then you need to flip this ratio on its head.
Spend 80% of your energy and time interacting with others and sharing something worthwhile, and post call to actions 20% of the time.
We all do this. Social media is specifically designed to draw you in and get you hooked. Before you know it, you’ve wasted an hour of your precious time doing nothing.
You need to have some boundaries around social media, or it will just become a time-suck. Realistically, you only need 30 to 60 minutes per day (oftentimes less) to check in and interact with your followers. Check in twice a day if you feel you really need to.
If you want time to mess around on Facebook, then make that a part of your personal time, not your « marketing time. »
Not Interacting With Others
If you aren’t connecting with people, what exactly are you doing on social media?
Social media isn’t merely a broadcasting channel. Certainly, if you do nothing, you’ll never get any attention for your music. Simultaneously, if you’re trusting the machine to deliver results for you, you’re not doing your part.
Twitter, in particular, provides an incredible opportunity to connect with a lot of noteworthy people. Take advantage of that fact. And don’t just tell people why they should pay attention to you either. Make an earnest attempt to build a real, authentic relationship with people.
Doing Too Much
There are new social media sites, like Snapchat, popping up all of the time.
But I wouldn’t worry too much about hopping on the latest and « greatest » trends in technology, unless a) you can realistically add it to your schedule without it going haywire, and b) it suits your particular style and approach to creative marketing.
In the beginning stages of your career, you should absolutely focus on doing one or two sites well instead of spreading yourself thin. Don’t try to do too much. Build up a good following on one or two sites before expanding outwards.
Not Getting Any Help
Help means different things at different stages of your career.
When you’re just getting started, you’ll want to encourage your friends and family to interact with and share your content.
As your following grows, you’ll want to delegate more tasks and maybe even hire a part-time or full-time social media person to help you stay current.
You probably didn’t get into music to become a marketing expert. But everybody has to wear many different hats when they’re getting their project off the ground. This is true in music as much as it is in business. Be willing to do the work early on, but don’t get so involved to where you don’t feel comfortable handing it off at some point in the future.
Now you know what not to do on social media.
Your online presence is important, but you need to get it to work for you, not against you. That’s going to take some forethought and planning.
But don’t be afraid to get started. We all make mistakes. Life is about learning from those mistakes and striving to do better the next time around.
featured image by mkhmarketing.wordpress.com