6 Social Media Tips From The Roxy’s Nic Adler
At the 2011 Billboard Touring Conference, Roxy owner Nic Adler discussed how he and his staff used social media to revive The Roxy's business. Once they got started, they quickly moved from broadcasting to interacting with their community which led to the revival. Adler recently shared some of his social media tips based on what he's learned to date.
Lydia Dishma interviewed Nic Adler for Fast Company and he revealed that "he's starting his own agency that's focused on delivering the best execution across platforms to help businesses cultivate loyal followings, just like The Roxy." Unfortunately she didn't have more info on his plans but she did get some useful insights.
Nic Adler's Social Media Tips
(1) Be Early To Be Influential
"It is this land grab that's happening. If you are on early you can move your base. By the time it becomes an awesome network to be on, you are already at 20K followers."
(2) Keep Moving
"If you miss a beat they've passed you by, so be everywhere. That is why we find ourselves in so many different networks. If we were just on Myspace we'd only be talking to a small group. If we spread out we have a better opportunity to reach more people."
(3) Forget Search. Discover
"I go on Pinterest without anything in mind, I'm just looking and discovering in this different mode…So say you are a business and you have this idea to find the best 20 beers, so you ask your fans. Then you build a new board of your followers' favorite beers and turn around and tweet that out. Your fans are then going to a place where all their ideas are visually placed with links."
(4) Be Generous
"It's about watching that feed and seeing someone tweet, 'Hey I'm broke but I wish I could go to that show,' and I'll turn around and say, 'Hey you are on the list plus one.'…It's better than a contest. It's not something we do every day but the response is amazing."
(5) Be Authentic
"Being authentic and organic are the two biggest things we talk about at The Roxy. It's about a slow build and being honest, and if we are wrong we are honest about that, too. When we are wrong and we make it right, those are almost the most important marketing moments we have at The Roxy."
(6) Change The Way You Think About ROI
"For us, Facebook is more about communication and awareness than trying to get people in the door. People use Facebook as this tool for selling, but more of our content is about music, food, TV…More than 50% of fans might not ever come to The Roxy but we all have this interest in music and pop culture in common."
I'm a big advocate of "Be Early To Be Influential" though that sometimes gets misread as be on every network no matter what. As Adler puts it, "check it out, go on, if it doesn't work that's okay, but definitely try. If you are there early, you will own that space."
Hypebot Features Writer Clyde Smith maintains his freelance writing hub at Flux Research and music industry resources at Music Biz Blogs. To suggest topics for Hypebot, contact: clyde(at)fluxresearch(dot)com.