This document discusses the importance and benefits of social media for independent recording studios. It outlines how social media has changed how consumers share experiences and how companies connect with customers. It then provides details on developing a social media strategy, including defining your brand personality, listening to online conversations, pinpointing opportunities, and becoming part of the online community. Statistics on major social media platforms like Facebook, Twitter, and YouTube are also included to demonstrate the size and reach of social media.

1. The Importance of Social Media
A deeper look into the benefits
of social media for independent
recording studios.
Emily Young

2. • Rewired the process
by which consumers
share experiences,
Socialization expertise, and
opinions
of Media • Broadened the
channels available to
consumers who seek
information
• Changed how
companies approach
markets
• Altered how
companies develop
products

3. Socialization of Media
• Remodeled the process by which companies
connect with and show appreciation for their
customers
• Transformed the method of influence
• Facilitated customers’ direct engagement in
the conversations that were previously taking
place without their participation

4. “ Content is the new
democracy, and
we, the people, are
ensuring that our
voices are heard.”
– Brian Solis

5. Influence of
Social Media
• It begins with respect
and an understanding of
how you connect with
and benefit those whom
you’re hoping to help.
• Intent is defined by a
genuine desire to evolve
into a resource.
• Meaningful content can
earn the creator trust,
authority, and influence.

6. Influence of Social Media
• Genuine participation is a form of new marketing,
but is not reminiscent of traditional marketing
formats and techniques.
• Conversations can forge relationships, which are
measured by social capital and trust.
• It acts as a blueprint for “unmarketing.”

7. Making the Case for Social
Media: The Five Ws+H+E
1. WHO: Define the brand
personality and what it
symbolizes. Give it a
persona, personality,
voice, and presence.

8. Developing “WHO”
• As an independent recording studio, you want
your “personality” to reflect those of your
demographic- musicians.
• It is crucial to give your studio a voice and
reputation to maintain mutually beneficial
relations with your patrons.

9. Developing “WHO”
• Social media provides excellent outlets for
developing your voice and personality:
– Blogging
– Micro-blogging
– Online newsletter

10. The Five Ws+H+E
2. WHAT: Listen to online conversations and learn from
what’s said.
Because you are a small
business, competition is very
high. Your presence on social
media sites will allow you to
listen to the audience and find
out what they want. This
presence will give you a leg-up
on the competition.

11. The Five Ws+H+E
3. WHEN: Pinpoint when your opportunities arise.
Surface any conversations that represent
opportunities for positive engagement and also
negative impressions.

12. Developing “WHEN”
• Social media allows you to monitor anything
and everything happening the music world.
• An online presence provides opportunities to
put your studio’s name out there.
• It also provides a way to “clean up” any
negative impressions made.

13. The Five
Ws+H+E

14. Developing “WHERE”
• Social Media allows you to pinpoint your targeted
demographic.
• You can find music-specific social networks to
become a part of or music blogs to subscribe to.
• You can discover artists on sites such as YouTube or
Good Music All Day.
• You can share projects you have worked on in order
to gain to clients.

15. The Five Ws+H+E
5. HOW: Become a part of the community- the
online community!

16. The Five Ws+H+E
6. WHY: Find the reasons that warrant your
participation. Pay attention to recurring
themes, topics, questions, insights, or lack
thereof.
7. TO WHAT EXTENT: Identify the individuals
who can help you tell your story.

17. • Once on you become
part of social media,
your artists can help
spread the word.
• When your artists
respect you, the
music consumers will
respect your
products.
• Social media allows
your musicians to
share the music you
produced with others

18. Social Media Users
• 68% are Spectators- reads blogs, watches videos, and
participates in other social media for business
purposes
• 31% are conversation lists- those who update their
status on social networks
• 33% are Critics- contribute comments or react to
content they see in social formats

19. Social Media Users
• 19 % are Collectors- use social technology to
collect information and stay on top of trends
• 59% are Joiners- participate in social networks
• 19 % are Inactives- nonparticipants

20. • More than 800 million active users
• More than 50% of our active users log on to
Facebook in any given day
• Average user has 130 friends

21. Facebook Statistics
• More than 900 million objects that people
interact with (pages, groups, events and
community pages)
• Average user is connected to 80 community
pages, groups and events
• On average, more than 250 million photos are
uploaded per day

22. • 175 million registered
users
• 50 million tweets per
day
• 90% of users follow
specific brands

23. • 490 million unique users worldwide per
month
• 92 billion page views each month
• 2.9 billion hours spent on YouTube in a month-
over 325,000 years
• These stats don’t even include embedded
videos or those viewed on mobile devices

24. How to Develop a Plan
1. Establish goals: Determine specific goals and
objectives.
2. Listen: Study your audience. Who are they? What is
their personality like? Where do they consume?
How do they engage?

25. How to Develop a Plan
3. Build: Use multiple
channels and set up
a home page.
4. Engage: Ask
questions and
participate in
conversation.
5. Analyze and
evaluate: Audit
your online
presence.

26. “All that’s separating you from where you
are and where you want to be is time and
experience. Your dedication, aspiration,
and motivation already serve as the
foundation for success.” – Brian Solis

27. Feel it.
Breathe it.
Live it.
Be it.
ENGAGE!

28. References
• Statistics. (2011). Retrieved December 8, 2011, from Facebook website:
http://www.facebook.com/press/info.php?statistics
• McGee, M. (2010, February 23). By The Numbers: Twitter Vs. Facebook Vs.
Google Buzz. Retrieved December 8, 2011, from
http://searchengineland.com/by-the-numbers-twitter-vs-facebook-
vs-google-buzz-36709
• Finn, G. (2011, September 2). Nearly 90% Of Twitter Users Follow Brands &
Just 10.9% Of Users Find Promoted Tweets To Be Annoying. Retrieved
December 8, 2011, from http://searchengineland.com/ nearly-90-of-
twitter-users-follow-brands-just-10-9-of-users-find-promoted-
tweets-to-be-annoying-91532

29. References
• Elliot, A.-M. (2011, February 19). 10 Fascinating YouTube Facts That May
Surprise You. Retrieved December 8, 2011, from Mashable website:
http://mashable.com/2011/02/19/youtube-facts/
• Solis, B. (2011). Engage! Hoboken, NJ: John Wiley & Sons Inc.
• Social Network Icons courtesy of:
http://www.socialnetworkingandyou.com/
• Twitter Bird Icon courtesy of: http://www.iconspedia.com/icon/twitter-
bird-5-63.html