Thursday, August 5, 2010

Top Seven Reasons Why Artists Strongly Resist Social Media

Written by Ariel Hyatt

Top Seven Reasons Why Artists Strongly Resist Social Media

#1: I don’t want to be pushy and over-hypey, like all those other artists that I hate. (or “I hate the way he markets and I don’t want to market like him!”)

OK – so talking about yourself is icky. But having people love your music is wonderful. So my advice is: when you use Social Media, take the spotlight off of YOURSELFF and shine it on OTHERS (the people in your community/ fans / friends).

Share things that feel mundane. Don’t even think of marketing yourself or your music for a few months until you get the hang of it; and then after you do, use it to gently lead people to your newsletter sign-up, your website, and to help yourself with Google rankings.

Keep this in mind: 78% of people trust peer recommendations (i.e. the “Like” button on Facebook) for products and services that they BUY. Only 14% trust TV/radio/print advertising (source: Socialnomics). You need to be one of the artists that peers are recommending.

#2. Promoting my music on Social Media won’t put any money in my pocket I’ve tried it and it just creates more work for me.

Here is what is true: Social media most probably won’t directly put money in your pocket in the short term. But when used in concert with traditional marketing and as part of a plan it can be integral in re-enforcing relationships between you and your fans which will down the line lead them to a point of purchase.

In a recent Top Spin training class I learned that being Googlicious (your Google rankings) and your email newsletter list are two vital components to putting money in your pocket and social media can help you strengthen both.

#3 Social Media and Marketing takes too much time.

I only want to be “an artist” rehearsing and playing.

OK, I never said that this was fair. Being successful does and will take hard work and it always has. These are a personal questions: What is your definition of success? How much time are you willing to commit to learning new skills and mastering new tools?

If the answer is “none – I just want to play,” than that that’s OK.

Derek Sivers recently wrote a moving piece ( about this and the comments are very telling (maybe making music for profit isn’t for you)

“Stop expecting it to be valuable to others. Accept it as personal and precious to only you. Get your money elsewhere.”

Wanna Keep Going? Good! Read on:

I remember attending a seminar called the “World’s Greatest Marketing Seminar” which was designed to help entrepreneurs market their companies and one of the most successful ones stood up on stage and delivered some horrible news:

To be successful, 70% of your time should be spent on your marketing and sales and 30% working on your business…

There was a collective gasp in the audience.

(Yes this means that as artists you still must balance the creation of music BUT you better spend a lot more time on the marketing side)

#4. “Social” Media isn’t “real” media – or – Social media has no real impact on the “real” world.

Citizen journalists (bloggers, podcasters, Internet Radio stations and people with large followings on Social Media sites) are the new influencers. Take a good long look at traditional media these days: approx once every minute, TV news broadcasts tell you to go to their Twitter and Facebook pages. Many of them have a permanent graphic on the screen with Facebook and Twitter feeds (think CNN or Fox). The “real” media is constantly telling viewers to go to social media and contribute. And note: There are over 200 Million blogs online. One or two of them may just want to write about you J

#5. Social media is just for young people – I’m not in “that” generation.

Think Again: The average age of a twitter user is 39. The fastest growing demo on Facebook is 55-65 year old women. Why? Because grandma is signing up to look at photos of little Johnny and then realizing that all of her friends and family are actively engaged and … that’s FUN!

#6. Status Updates on Facebook and Twitter Tweets are stupid. Who CARES about what everyone is DOING ALL OF THE TIME???

Many artists only feel that social networking sites are made for promotional use.

And when we all came to the party with the first ever social network – MySpace – that was indeed the case. In fact the GOAL was: Hype, hype, hype. Promote. And add, add, add as many friends as possible. Rack up the plays by any means necessary. Or you wouldn’t get that club to pay attention to you or that record label to sign you!

There were no personal thoughts or “status updates” in the mix whatsoever.

Therefore, a lot of artists become deathly afraid of Twitter and Facebook status updates because they don’t feel that people want to know their random or personal thoughts.

Since Twitter counteracts that and is more of a community-building tool than a promotional tool, it confuses them on what they are supposed to be doing or saying on it.

Get everyone in your group involved! Maybe one person flourishes on Twitter but doesn’t understand Facebook. Then let them put 100% of their energy into that social networking site alone. You will see when someone is actually doing something they understand you will get the best return on your investment on that site.

#7 I’m not a social person / I don’t want my fans to see my personal life.

If you really are not a social person, Social Media is ideal for you because you’re at a computer screen, not in front of a live human!

You can decide when and how to respond to someone, have time to think about what to say, who to say it to, without the pressure of someone sitting in front of you expecting a response in the moment.

And only show what you want to show – not EVERYTHING is personal – movies you like, books you read, how about talking about other artists you love and respect? There’s a few to start with.

If you want my help in getting over all of these resistances come join My Music Success in Nine Weeks Blogging Challenge

Read the full article at: Ariel Publicity

1 comment:

  1. Great article on how essential Social Marketing is in the Industry today, Michael! I have just one more thing to add.

    If an artist has a really hard time navigating the ins and outs of the Social Marketing scene, there is a growing breed of marketers and managers, like me, who can take the tech out of Social Media for you.

    We go by different names, but whether we're Social Networkers, Social Media Marketers, or just this generation Online Artist Managers, we can guide you to the social networking sites best suited to you, set up your profile, and have everything ready for you to simply type away. Some of us will also work as messengers, allowing you to email what you would like to say to us, and then distributing it throughout your networks for you. We can then returns comments and emails back to you via email.

    Problems writing? Why not have your Social Network Manager author your profile, and maybe even your blog in the form of an interview? There are many creative solutions for every situation.

    In the end, you don't have to spend all your time working on your social presence, but you shouldn't ignore its potential. Whether you do it yourself, get a hand with the technical set-up, or have someone managing your accounts, it's time to get in touch with social media.

    Jennifer Iacono
    Director of Talent & Product Management
    Phoenix Professional Services
    Music Xray: