“Social media is something remarkable that represents an absolute sea change in our industry,” writes public-relations expert Andrew Ousley in an ongoing series at NewMusicBox.org, the blog of New Music USA. “Think of social media not as a thorn in your side or something you keep pushing down the to-do list, but rather as an extraordinary opportunity to build a community of supporters around your music that you can communicate to directly with complete control over what you say, as well as when and how you say it.” Among the points Ousley cites: “Analytics—One of the most powerful aspects of social media is that it allows you to actually get real data on your audience and your content.… The most important thing to keep in mind is to try and understand what the data means in real-life terms, and how the information it provides can be useful in terms of helping improve your content and posting strategy.… Email is by far the most powerful form of marketing. It is the best in terms of getting actual results (i.e. selling actual tickets or recordings), and gives you the most control over how you express yourself. Only email them with interesting content.”
Posted June 19, 2017
