Facebook & Music…
Well I have been at Unilever for about a month now and am still having a great time! I mentioned in my previous post that my background is in music (I am a singer/songwriter). As an artist, one has to market oneself in much the same way as one markets a brand; so I wanted to talk about how Facebook plays a pivotal role in the promotion of my music.
There are 3 distinct ways that Facebook can be used to promote a brand, or in my case – a band. I have a Facebook group, a Facebook profile and a Facebook page, all of which serve different functions and have varying advantages…
With a Facebook group, one is able to directly message a large body of people (all the members of the group). It can be used to generate awareness about releases, events and news, but is a relatively impersonal tool, in that only a small fraction of messages sent from the group are likely to be read – as they often appear somewhat spam-like (poor penetration).
A Facebook profile is the most ‘personal’ marketing tool, as it enables you to build one-to-one relationships with your fans/friends. Your wall is a space where fans can leave feedback and engage directly with you. Information can be transmitted in both directions as you interact with each others’ walls - with the ability to share links, tag photos etc. As an artist, your status updates (which appear on the newsfeed of the Facebook homepage) can be used to alert fans of imminent gigs, or purely to give an insight into what you are doing from day to day in a microblog-like fashion.
A Facebook page has become increasingly like a profile, but its emphasis is to share a large amount of content – photos, videos, songs, bios etc., which fans can engage with and leave feedback on. You cannot however send mass messages to your fans (as you can with a group), or send personal messages to friends (like on a profile). It is most effective when used as a destination site to which traffic is driven from other sources.
So Facebook allows me to communicate with fans at varying levels of intimacy. Feedback can be left on all types of media, whether it be videos, songs or photos. In addition to engaging with fans, it is also a great networking tool - a good place to interact with like-minded musicians as well as DJ’s, promoters and record labels.
Alongside Facebook, I promote my music with the help of social sites such as Myspace, Vox, Reverbnation, iLike and Twitter, all of which have their own complexities…
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