Earlier this year Ellie Mirman wrote a great post for HubSpot on "30 Terrible Pieces of Social Media Advice You Should Ignore." The post takes somewhat of a corporate focus but the applicable points are pretty obvious. I've pulled out five pieces of advice that seem particularly relevant to marketing music and musicians whatever your role in that process.
Solveig Whittle introduced me to Mirman's post when I requested her input for my recent piece on the power of single social networks. I wrote that, in part, to address the fact that DIY and indie musicians are often given one size fits all advice regarding their presence on social media.
However, I should make it clear that most of the nutty advice I see on the web is not from music marketers or music bloggers but from or for corporate settings where it's really a lot easier to pass yourself off as something you're not.
The following points from "30 Terrible Pieces of Social Media Advice You Should Ignore" struck me as particularly relevant to musicians and music marketers but you may find other points in the article more appropriate to your situation.
5 Worst Pieces Of Social Media Advice Musicians Should Ignore
1) You need to be on every single social network.
"Especially if you have limited time and resources, don’t spread yourself too thin by trying to maintain an active presence on every single social media site...If your audience isn't there, don't waste your time."
2) The more you publish, and the more sites you’re on, the better.
"Simply having a presence on multiple sites and spraying your content as much as possible won't work...Unfortunately, people are getting overwhelmed with more and more content. This means the bar for remarkable content is starting to rise, and to be successful, you need to make sure your content reaches that high bar."
3) An intern can manage it all for you.
"Who’s even less qualified to talk about your industry than an outsourced social media consultant? A college student with no real-world work experience...The point we're trying to make here is that social media is not just some throw-away marketing strategy; it’s a public face of the company."
4) Fan/follower growth is the most important metric.
"Followers are nice, but they don’t actually pay you money or keep you in business. Instead, think about what matters most to your business -- leads, customers, etc. -- and focus on that as your top priority metric."
5) You should post X updates per day.
"This unfortunately comes from a misinterpretation of HubSpot's own data...But this data shows results in aggregate, based on frequency and timing of posts from a large number of accounts. So test the timing and frequency of your social media updates with your own audience, because that’s what you should care about -- the results with your specific audience."
At the end of the day, you have to take into account the specifics of your own situation and recognize that one size is unlikely to fit all.
["Advice" thumbnail courtesy Laughlin Elkind.]
Hypebot Senior Contributor Clyde Smith (@fluxresearch/@crowdfundingm) also blogs at Flux Research and Crowdfunding For Musicians. To suggest topics for Hypebot, contact: clyde(at)fluxresearch(dot)com.