24West
SOCIAL MEDIA HANDBOOK

1st Edition: 2013 - 3rd Quarter
Table of Contents
Table of Content
Introduction
Facebook Summary
Facebook Do’s - The Basics
Facebook Do’s -The Strategy
Fa...
Over the past two years, social media has hit a new stage in its evolution as a social
tool. What once was considered a su...
Facebook is the largest social media site in the world. It currently has over 1.15 billion
active monthly users, and 669 m...
The Basics:
Set up a Facebook fan page as opposed to a personal profile.
Use Facebook ‘Like’ Buttons on your website.
Add ...
The Strategy:
Connect your Instagram Account - This is an easy way to add quality visual content to you page. The same
rul...
Post no more than once or twice per day during your prime posting period (i.e during an album cycle or tour). Aim to post ...
Don’t! Set up your band or brand as a personal profile rather than a fan page.
Don’t! Abuse your friend list with constant...
Whereas Facebook is more of a social media hub, Twitter has developed more into
something that would be considered an evol...
The Basics:
Choose a username that is easy to remember. (i.e @davematthewsband, @primus @chipotle). If the most direct
use...
The Strategy:
Follow your Peers - You should follow artists that you would like to align yourself with, as well as
the tas...
Use Hashtags! - We’re not saying you have to overdue it, but proper use of hashtagging is
the best way to increase your se...
Instagram is similar to Twitter but exclusively based around photos. It’s a great way to
increase the amount of content yo...
Google+ is Google’s answer to Facebook and Twitter, and it is quickly gaining ground
on both sites in terms of popularity....
The most effective piece of content in terms of garnering coverage in the
blogosphere is an interesting music video. Even ...
Soundcloud: Due to Soundcloud being set up in largely the same way as your
standard social networks (followers, reblogs, l...
Myspace: At one time, Myspace was absolutely essential for musicians trying to
make it. A whole generation of acts such as...
http://thenextweb.com/facebook/2013/07/24/facebook-users-q2-2013/
http://www.slideshare.net/NowPosible/web-credibility-che...
Rich Nardo
Partner | 24West
e: rich@24west.net | p: 516-455-2116
Twitter: @_24west | @heynardo
Linkedin: Company Page | Pe...
24West Social Media Handbook Q42013
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24West Social Media Handbook Q42013

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A quick introduction into how artists can maximize their social media presence.

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Transcript of "24West Social Media Handbook Q42013"

  1. 1. 24West SOCIAL MEDIA HANDBOOK 1st Edition: 2013 - 3rd Quarter
  2. 2. Table of Contents Table of Content Introduction Facebook Summary Facebook Do’s - The Basics Facebook Do’s -The Strategy Facebook Posting Rules Facebook Don’ts Twitter Strategy Twitter Do’s - The Basics Twitter Do’s - The Strategy Twitter Posting Rules | Twitter Don’ts Supplementary Sites Instagram Google+ Youtube/Vimeo | Wordpress/Tumblr Where To Host My Music? (Soundcloud, Spotify Bandcamp If You Really Want Your Music Everywhere (Myspace, Reverbnation, Pinterest) Worth Checking Out (Links) Contact Page 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19
  3. 3. Over the past two years, social media has hit a new stage in its evolution as a social tool. What once was considered a supplementary aspect of any digital marketing campaign is now arguably as important as an artist or brand’s website. If you take a look at the way most website are built today, there is an emphasis on driving fans to the social networks and vice versa. A web presence no longer consists of a central hub (website) connected loosely to social media sites that act as outliers. Today, the website and social sites are one interconnected entity, funneling information and fans continuously between the two. As a result, a properly maintained social presence is even more important. The roll of statistics in social media has evolved as well. Whereas there was once an emphasis on quantity of followers, the realization that a focus on optimizing the interaction of your fanbase has shifted the focus to quality. Having a large following is one thing, being able to achieve interaction with that following (via retweets, replies, comments, ‘likes’, shares, etc.) is a much more effective word-of-mouth marketing tool, leaving these statistics as the best sales leads one could hope for online.
  4. 4. Facebook is the largest social media site in the world. It currently has over 1.15 billion active monthly users, and 669 million daily active users. Facebook is also one of the main places people find new music, and the simplicity of clicking ‘like’ allows for an individual to easily be in a position where they can be kept up-to-date with any artist or brand of their choice. Its important to realize the roll of math in your Facebook timeline. Facebook uses an algorithm, formerly know as Edgerank. This algorithm determines how often your content appears in a user’s newsfeed, based on how often they interact with your profile. In short, the more often a user likes, comments on or shares your status updates, the more often your posts will show up in their newsfeed. Also, the more of your fans that interact with each post, the more likely it is to show up in other fan’s newsfeed. Fans don’t generally visit your artist page without prompting. Its for this reason that engagement and increasing your presence in their newsfeed are essential to successfully optimizing your Facebook presence.
  5. 5. The Basics: Set up a Facebook fan page as opposed to a personal profile. Use Facebook ‘Like’ Buttons on your website. Add Content - Content is King! The more photos, video and audio content you provide the more interaction you will get on your page. Create A custom URL - www.facebook.com/yourbandname. Use your Facebook insights - You’ll see these charts and graphs in the admin page at the top of your artist page when you are an owner of it. Don’t flood fans timelines - Spread your posts out. If your posts are one on top of each other you might get a lot of ‘unlikes’.
  6. 6. The Strategy: Connect your Instagram Account - This is an easy way to add quality visual content to you page. The same rule does not apply to adding your Twitter feed as wall posts (though you can add your Twitter feed as a tab on your Facebook page). Use Enticing Headlines - In terms of writing, a great headline is almost as important as a compelling article. It doesn’t matter how great your music video is if you don’t convince fans to check it out. Customize Your Tabs (Add Soundcloud & Youtube) - This allows easy access for fans to your other content and helps to ensure you are keeping all of your social media statistics in the same place. Ask Questions - Comments on your status are great engagement. Try to turn your Facebook posts into a fan forum. Your personal participation in doing so will increase the interaction significantly. Show Your Personality! - The more creative you can be with your posts the better. Think of your Facebook page as an opportunity to let fans learn more about you personally, and build your brand in the process. Post some Content Not About You - Nobody wants to feel like they are just being sold. Hear a piece of music you liked? Post about it. Saw something funny? Share it with your followers. This helps keep them interested and also allows you to build your personal brand. Respond to Comments - Engage your audience and they’ll be more likely to engage your statuses, upping your ‘Edgerank’. Shorter Posts - Facebook generally isn’t the place for a long diatribe. Try to keep the copy for your posts short and to the point. The more snappy/clever, the better. Pins - Have a particular post you want to continue to highlight over the next couple of days or even weeks? Facebook lets you pin a post to the top of the page and continue to post other material during that time period.
  7. 7. Post no more than once or twice per day during your prime posting period (i.e during an album cycle or tour). Aim to post 3-5 times per week when not in this scenario. If you choose to automate Facebook posts, be careful! Make sure the posts maintain your personality and don’t come across as lifeless, spam-ish promos. Also don’t over-automate. Studies show that there are three times of day that people are mostly using Facebook. Late morning (around 11 am), midafternoon (around 3 pm) and at night (around 8 pm). Try to keep your posts to those time periods whenever possible. Also, posts during the week garner more fan engagement than those posted on the weekend. Geo-target when on tour. Facebook allows for you to choose specific regions that can see your posts. On a long tour, geo-target the posts about specific dates so only those that might come to see the show can see it. Are your link previews showing up? Make sure the thumbnail image is showing up when you post links. If it isn’t refresh your page and try again. Those little images make the links all the more enticing for fans to click through.
  8. 8. Don’t! Set up your band or brand as a personal profile rather than a fan page. Don’t! Abuse your friend list with constant event invites that they likely can’t attend. Case in point, playing a gig in New York? Why are you inviting your friend in Dallas that has no planson being in NY anytime soon to this show? Don’t! Overshare. Keep to the posting rules we set forth here already. Posting too often will lead to a lot of ‘unlikes’ and angry potential fans and supporters. Don’t! Autopost from Twitter. Twitter is a social site that allows for a lot more updating, and you should be active on Twitter. Do not, however, post all of your Twitter updates to your Facebook wall. You will annoy fans by doing so. Don’t! Be a cold-caller. You know how frustrating it is when you get a call from the broker trying to convince you to re-finance your mortgage during dinner? Constantly asking people to “Buy my new record” or “Please download this track” is the online equivalent of doing so. It is okay to post these kinds of statuses now and again, but do not make it a constant barrage of sales pitches.
  9. 9. Whereas Facebook is more of a social media hub, Twitter has developed more into something that would be considered an evolutionary offshoot of the newswire. These days, breaking news and viral content alike spread quickest through Twitter. As a result, the site has become something that would best be described as an information network with a social capacity, as opposed to Facebook which is largely a social network that possesses the capacity to move information. A tweet may only be 140 characters but it can make a game-changing impact as it can travel through Twitter’s tremendous, international usership almost instantly. These real-time updates allow you to not only connect with your fans and allow them to get to know you on a more personal level as well as access your content, but also transforms them into the best word-of-mouth marketing tool you have in your arsenal. Twitter can connect you to fans, other artists you wish to work with and even those cultural influencers that could break your project to a larger audience. After Facebook, Twitter is the most important site for you to build when promoting your brand or release.
  10. 10. The Basics: Choose a username that is easy to remember. (i.e @davematthewsband, @primus @chipotle). If the most direct username is not available, be sure to make it as easy for your fans to find you as possible (‘_” and ‘-” are good ways to go (i.e @Dave_Matthews, @ben_harper). Connect your Instagram. Again, content is key! Make Twitter lists. Organize the people you follow into lists such as “blogs”, “sports”, bands” etc. This will allow you to search more effectively when you need to reach a certain group of people. It also allows you to focus your attention more on checking in on the people you need to keep up with more often without having to sort through a million inconsequential tweets.
  11. 11. The Strategy: Follow your Peers - You should follow artists that you would like to align yourself with, as well as the tastemakers for your particular demographic. Engage them in conversation by responding to their tweets and tweeting at them, not in a self promotional way “Hey @Questlove, check out my new track” but in genuine conversation “@Questlove, caught your DJ set at Brooklyn Bowl last night, good looks including “Salt” by Chuck Miller #deepcuts”. Follow the conversation about your brand or project - Regularly search for mentions and respond (or you can Retweet or favorite the tweet) when people tweet at or about you. The more engaged with your Twitter following you are, the more they’ll keep the conversation about you going. Offer content for tweets - Have a free download? Consider offering a ‘Tweet-for-Track’ promotion where fans can receive access to the download by tweeting about it or posting to their Facebook. Have a personality! - Just like Facebook, the more entertaining you are the more people will engage you on Twitter, and the more followers you’ll find yourself amassing. Post Pictures - Whether by connecting your Instagram or just through Twitpics, a picture says a thousand words…and gets you more followers. Same goes for Video and Audio content as well. Introduce Yourself - Go to an artist you sound similar to and follow the last few people that followed them. Some will follow you back, some won’t. You can use the application Twitkarma at a later time to unfollow the ones who don’t.
  12. 12. Use Hashtags! - We’re not saying you have to overdue it, but proper use of hashtagging is the best way to increase your search results. Include pertinent links - Have a new single, don’t just let people know, give them the link where they can check it out. Post regularly - Unlike Facebook, to a reasonable degree the more you tweet the better. Don’t! overshare. Yes, tweet often but don’t perform a hostile takeover of your follower’s timeline. Don’t! be a mindless promo drone. Maybe 1 in 58,000,000,000 people will click your automated promo tweet. Sending out the tweet “DOWNLOAD MY NEW HOT SINGLE NOW  http://www.soundslikeeverythingelsebeingpromotedontwitter.com” will not increase your click throughs. It will just get people to unfollow you. Don’t! ignore the site. There’s no point in having a Twitter account that you use once in a blue moon. If you’re going to use it, use it. Make the most of it or invest your time somewhere else. Don’t! buy followers. The twittersphere is onto the fact that @TimfromHempstead, the accountant by day jazz flutist by night, probably doesn’t have 100,000 followers. It’s quality not quantity, and fake twitterbot followers definitely fit more into the latter category. Don’t! Automate tweets. Its one thing to ‘schedule’ a few. But having the same tweet repeating every three hours is the equivalent of letting a record skip.
  13. 13. Instagram is similar to Twitter but exclusively based around photos. It’s a great way to increase the amount of content you have to share with your fanbase, and also gives your followers a ‘behind-the-scenes’ look into you and your project. Use hashtags - Same concept as we described in terms of using them on Twitter. Be interesting - Share insightful pictures that give followers a glimpse into your personality, and use it to help build your personal brand. Link to your Facebook/Twitter - Maximize the reach of your Instagram content by sharing with these sites. This also provides those sites with more quality posts to increase their page virality. Search for Tags about you or your brand - Follow the conversation as you do on Twitter. This will help bring people to your page when you engage their post, and encourage them to share more posts about you. Make the most of your captions - Give people more of a reason to engage your photo with an insightful, descriptive or clever caption. Diversify your posts - For example, share photos fom soundcheck, live shots, in the van, writing sessions, recording, merch, video shoots, and also more introspective or artistic posts. Geo Tag - Let people know where your posts are from. This will help create familiarity, which breeds greater engagement.
  14. 14. Google+ is Google’s answer to Facebook and Twitter, and it is quickly gaining ground on both sites in terms of popularity. Its actually set up to be more friendly towards content producers as well, and an active Google+ profile also helps greatly with optimizing search results. Use hashtags - Again, proper hashtagging goes a long way here as well. Customize Your Profile - From the header to the bio, to the content; make sure this page really represents your brand to its fullest potential as it will show up prominently in search results. Post Constantly - The best way to build a following here is through consistent posting. You should update this profile as often as you do your Twitter, or at least close to it. Use your ‘Circles’ - Google+ allows you to organize people into ‘circles’ based around categories and lets you share posts to specific categories if you would prefer. Organize your friends here by geography as well as type of relationship (similar to the aforementioned Twitter lists). Post content that will only be interesting to certain people in the corresponding category. Big announcements can go out publicly.
  15. 15. The most effective piece of content in terms of garnering coverage in the blogosphere is an interesting music video. Even above free downloads, a great visual will capture your audience’s attention and reach your optimum levels of virality. It is important to have a Youtube or Vimeo account where you house not only official videos, but also behind the scenes footage/vlogs, live footage and any other interesting content that you can think of. Be sure to properly tag your uploads to ensure they are really reaching their full potential in terms of coming up in search results. Blogging is another way to create extra content that fans will value. Traditionally, a blog is thought of as text, however with the advent of Tumblr, and Wordpress’ recent adaptions, any sort of content is great here. You can post Spotify Playlists, videos you find interesting, songs you are releasing or listening to, pictures or of course text blogs. The great thing about the current state of blogging is that both our suggested blog hosting sites are set up to increase the viral potential of your posts as well. tagging, ‘reblogs’ and following via the site creates a whole new potential audience that a blog will grant you access to.
  16. 16. Soundcloud: Due to Soundcloud being set up in largely the same way as your standard social networks (followers, reblogs, likes, etc.), it is the best place to host your track uploads. Soundcloud is also ideal for getting blog coverage and spreading your track to other sites as it is easily embeddable (the code is directly in the player for people to copy and paste on their sites). We suggest using Soundcloud to host all of your uploads, and promote the players from this site. This will allow you to keep the majority of your stats in one place. Spotify: Spotify is an ever-growing music streaming service that allows users to listen to any track in the site’s tremendous catalog without actually downloading it. More and more people are turning to Spotify to listen to music, and they also recently added a social aspect and embedability, which increases the usefulness and importance of maintaining a presence there. Bandcamp: Bandcamp is a DIY music based e-commerce site. If you are interested in selling your music digitally in a more affordable way than iTunes, emusic, or the other more traditional methods, Bandcamp is a great option. That being said, it is not an essential aspect of your digital presence.
  17. 17. Myspace: At one time, Myspace was absolutely essential for musicians trying to make it. A whole generation of acts such as My Chemical Romance, Taking Back Sunday and Fall Out Boy owe a lot of their success to this site. That time has come and gone. Even with Myspace’s recent revamping, it is still not necessary to have a presence here (though it doesn’t hurt either). Reverbnation: Reverbnation is a sort of ‘jack-of-all’ trades, master of none type of site for artists. It’s a one stop shop for mailing list, digital distribution and content streaming, but there are better sites you can go to in order to handle each of these aspects of your marketing campaign individually. Pinterest: Pinterest is an extremely niche site, and is only beneficial to certain artists that fit that sort of branding. It’s billed as a ‘tool for collecting and organizing things you love’, so it can be helpful in solidifying your brand, but be sure your fan base has a presence on Pinterest before you decide to commit your time and effort to the site.
  18. 18. http://thenextweb.com/facebook/2013/07/24/facebook-users-q2-2013/ http://www.slideshare.net/NowPosible/web-credibility-checklist-26740813 http://mashable.com/2013/07/10/sol-republic-musicinfographic/?utm_campaign=Feed%3A+Mashable+%28Mashable%29&utm_cid=MashProduct-RSS-Pheedo-All-Partial&utm_medium=email&utm_source=feedburner
  19. 19. Rich Nardo Partner | 24West e: rich@24west.net | p: 516-455-2116 Twitter: @_24west | @heynardo Linkedin: Company Page | Personal Page Website: 24west.net
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