The document discusses using social media for artists. It addresses common questions like whether social media is just a fad and how social media can actually make money. It provides tips on measuring social media success through metrics like sentiment, amplification, and engagement. It recommends social media platforms like Facebook, Twitter, Instagram and Tumblr and tools for listening and analytics. It notes that an artist should engage as often as makes sense while maintaining authenticity and that their own voice is important when building their brand through social media.

1. social media for the artist

2. Who I am

3. I head up social media for Kobo

4. Things I get asked

5. Isn’t social a fad?
•Social is a channel,
similar to TV or Radio
•Social spending up
60% among blue chip
brands in 2010

6. Don’t people just go
online to complain?
•No, most fans online are
looking to make real
connections
•Wouldn’t you rather know
your shortcomings, and be
able to intervene?

7. How does social
actually make money?
•Engagement and
approachability has a direct
effect on the bottom line
•Dell sold 6.5 MM in
computers through twitter
alone

8. How do you measure
social success?
•Listening tools (free or
paid)
•Sentiment analysis
•Tracking funnels in GA

9. measuring:
sentiment
•positive/neutral/negative
•reaction to news
•customer care

10. measuring:
amplification
•# of followers/fans
•# of RTs and replies
•feedback and engagement
(time spent, % response)

11. measuring:
engagement
•time spent
•active users
•feedback
•user generated content
engagement is a precursor to
action

12. Where to go

13. Important points
•You are your brand
•Always be authentic
•Content is king
•Ask questions

14. facebook pages
•Share events,
previews, galleries
•Straw poll your fans
•Provide teaser
content

15. twitter
•Helps establish your
personal brand
•Follow those you are
passionate about
•Make great
connections

16. instagram
•Document your
inspiration
•Stream images to
facebook and twitter
•Follow great artists

17. tumblr
•Curate your own
unique take
•Get incredibly
specific
•Others can follow &
reblog easily

18. About.me
•Bring it all together
•One link on a
business card
•Analytics panel
shows your total
reach

19. Other options to
explore
•Vimeo/youtube
•Soundcloud

20. Listening tools
•Google Analytics
•Facebook Insights
•Twitalyzer

21. Question time: your strategy

22. Won’t this take a
lot of time?

23. Won’t this take a
lot of time?
•You should only do what you
know you can keep up
•Promotion is part of the
game: work in, results out

24. How often should I
engage?

25. How often should I
engage?
•As often as makes sense
•Try to have a pattern

26. Can someone else
do it?

27. Can someone else
do it?
•Get professional help on
strategy if needs be
•Don’t outsource
management while building
your brand
•You know yourself/your
brand best. Use your voice!

28. Your questions

29. Karen Geier
Facebook.com/karengeier
@karengeier
About.me/karengeier
Karengeier@gmail.com
Thank you!