We’ve all heard of Facebook, LinkedIn and Twitter, and some of us may even have our own blog, but the question remains — how do we effectively use these online communication tools and how can we start to apply social media as a revenue generating engine?
At SXSW 2011, Dan Scheinman, SVP and GM of the Cisco Media Solutions Group talks about the importance of collecting data about music fans and how they interact with content on social networks.
At the SXSW 2011 Music Panel “You’ve Built a Social Network, Now What” panelists including our own SVP and GM Dan Scheinman, offered a diverse audience made up of musicians, artist managers, independent record labels advice on how to leverage social media tools to grow and monetize their fan bases. The main theme of the conversation, as we pointed in out in our first part of coverage of the panel (link), is that an artist web site needs to be the center of a musician’s online strategy. Just recently, music marketing manager Michael Branvold offered up eight more reasons why artists should not rely on social networks for their main online presence -- Branvold’s eight points are diverse and can be read over at the site Music Think Tank.
An independent label manager in the audience of the SXSW Music panel, complained there are too many social networks for musicians and label / artist managers to keep up with. He wondered which ones are the most important to maintain presences on. Moderator Bill Werde, Editorial Director of Billboard Magazine, Michael Fiebach of the digital marketing and management agency Fame House and Paul Sinclair, SVP of Digital Media of Atlantic Records offer some strategy for this independent label manager asking the question.
As Paul Sinclair pointed out, musicians shouldn’t chase every new social network that comes along. But at a minimum, musicians are expected to have a dialog with their fans on Facebook and Twitter, and then use the conversations there to drive fans back to the artist web site.
At another SXSW 2011 panel about social networks and musicians titled ‘Musicians and the Social Graph’, DJ and video producer Mike Relm offered to the audience that musicians should take the time to figure out which social networks and services lend themselves best to the kind of conversation they want to have with fans. Relm offers that he primarily focuses on YouTube because he’s focused mostly on the production of video content. Yet he still uses the videos to drive fans back to his web site -- http://mikerelm.com :
If Facebook and Twitter are the main social networks musicians are expected to engage with fans on, which other social networking services are important to fans? At the ‘Social Graph’ panel, Jonathan Crowley, Director of Business Development for Foursquare, talked about how rock giants Soundgarden used the location based social network. Twitter’s Jonathan Adams and SF Music Tech’s Brian Zisk joined the conversation, explaining how messages from musicians over social networks can then be amplified by their own fans.
Personally, I wasn’t using Foursquare as a music fan at SXSW 2011. It turns out if I had been following some of my favorite bands on Foursquare, I would have been let on the news that they were playing some secret shows. Please use the comments section below for any thoughts on the video conversations offered in this post.