...or in other words, if you're not engaging with your fans, you may lose them. Social media isn't just about sending messages; it's about replying, too. Alt-rock artist Amanda Palmer wouldn't have raised a million on Kickstarter without her massive Twitter following, with whom she interacts constantly. Seems obvious? Still today, entertainment brands are amongst the least responsive on social media. Yet a recent report suggested 88% of people were unlikely to buy from a brand that didn't answer their complaints on social media. James Martin, community manager for music & TV events midem & MIP Markets, presents best and worse cases of social media usage, and how best to interact with your community. Especially trolls!