Social Media

Admit It, Social Media Is Out Of Control.

image from www.singaporeseo.org If despots can't control social media, how can we expect to? It may seem a trivial comparison, but it is a useful one. In our own little world of music, can anyone really predict, much less guarantee, social success? Messages to fans are re-interpreted in unexpected ways. Facebook, the dominate social channel, is constantly changing the rules of engagement. Social media is out of control. In Here Comes Everybody: The Power of Organizing Without Organizations, Clay Shirky compares the ability to control social tools to trying to steer a kayak:

"We have a small degree of control over the spread of these tools, but that control does not extend to our being able to reverse, stop, or even radically alter the direction we’re moving in. Our principle challenge is not to decide where we want to go, but rather to stay upright as we go there." (via Joshsegall, @umairh)

This is, after all, the shift that many of us hoped for.  Big labels and big media no longer control the music conversation. Anyone with a computer or cell phone is a broadcast channel. It's the new long tail of influence; often small and thin, but still quite capable of reaching back to whip the beast.

A musician's contribution to the social stream often has more impact than that of the fan, but that's not just because their platform has more reach. An artist has real impact when, in addition to clever tweets and blog posts, they contribute great music, memorable performances and a glimpse inside their fertile minds.

The answer is not to try to control the flailing tail – or to use Shirky's analogy to paddle the kayak faster – but rather to find balance and add momentum to the movement.

Bruce Houghton on 03/07/2011 in Social Media | Permalink | Comments (10)
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10 Comments

  1. I disagree with your points in the last two paragraphs. The artist does NOT have more impact than the fan. It’s equal. It’s not about broadcasting, it’s about engagement. It’s about conversation, and when you think about it in those terms, you understand what social media is. Often, more and more people are focusing on the “media” in social media (Facebook, Twitter), but the more important word is “social”.
    It’s about connecting, and not connecting like “I posted a youtube video, and got 10 likes”, but having conversations with fans. Actually knowing who they are. Sending them a birthday message. Make them feel special.
    Before you do anything on these social networks (I know, too late ) come up with a plan. Where are you going to have a presence, what is going to be the goal of your FB page (i.e. what’s going to be on your landing page). Is Twitter right for you? (If you cater to the teen crowd, probably not).
    Set goals, come up with a plan, then execute that plan to your best ability. If you need help, invest in it.

  4. Often, more and more people are focusing on the “media” in social media (Facebook, Twitter), but the more important word is “social”.
    Absolutely. Excellent point.

  5. Exactly why is that? It’s part of any business. If you don’t have goals, and a plan on how you are going to achieve those goals, how will you get there. Wing it?
    I’m not saying you need to script all of your tweets or Facebook posts, but for instance, if you want to build your email list- how will you do that? Exchange a song for an email addy?
    If you have a blog, what are you going to write about? Do you need a blog? Where will you interact with your fans? What social media sites will you take part in? Is MySpace worth it?
    These are all questions you need to ask yourself so you know what you’re doing.

  7. It’s only gets out of control when you try and control it. Getting fans is like coming up with song lyrics, your never sure where the next fan or lyric will be pulled from. You just try find tools that make honest communication easier and then stay out of the results.
    The day society becomes “under control” is the day “social networking” becomes under control. Don’t hold your breath.

  8. “It’s about connecting, and not connecting like “I posted a youtube video, and got 10 likes”, but having conversations with fans. Actually knowing who they are. Sending them a birthday message. Make them feel special”
    Wow, the entitled generation truly sucks.

  9. No man, it’s called business. Knowing who your fans/customers are, and treating them well is the foundation of any good business, but unfortunately it’s also something that has been lost over the years.
    The old days, businesses cared, and showed it. Remember back when Amazon first started, and you ordered a book, and they included a bookmark. Yeah, it’s nothing huge, but it showed they wanted to make my reading experience just a bit better.
    I think it’s actually the other way around – a lot of the artists/labels feel entitled, that people should buy their record, just cause they think it’s good. It’s an artist to fan relationship, and by definition it has to go both ways for it to work.

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