This post was written by guest contributor John Oszajca from Music Marketing Manifesto.
Musicians may be relying too heavily on social media for building a relationship with their fans and promoting their music.
By default, your Facebook wall is set to display “Top News” rather than “Most Recent”. The way Facebook assigns priority to the posts of people you are friends with, or the pages you are following, is by the amount of interaction between you and the user/page.
That means that just because you got someone to “Like” your fan page, there is no guarantee your post will ever actually be read. If you are not interacting regularly with each fan, the reality may simply be that your posts are displayed too far down on your followers’ wall to even get seen.
Even when your status update does get noticed, the inherent “noise” of social media is such that the impact of a Facebook post is simply not the same as the impact of an email message.
I recently sent out two concurrent blasts. One to my email list and one to my Facebook fans. At the time I had 3850 fans on Facebook and an email list of 4638 subscribers.
Take a look at the difference in the results…
That means that while my Facebook list made up 43% of my total number of followers, it only accounted for 3.8% of the clicks that I got from a promotion sent to both lists. The value of my email subscribers as compared to my Facebook fans is obvious.
This is not to say that Facebook has no value. I have found Facebook to be a fantastic tool for reinforcing the relationship I have with my email subscribers. The viral potential of social media is also unquestionably valuable.
However, for all you musicians who think that because you have 1000 “Likes” on your Facebook page, you have 1000 actual fans… you might want to think again.
Interscope recording artist and online marketing expert, John Oszajca is an in-demand consultant and speaker at seminars world wide. John speaks about the new music business, on and off-line marketing strategies for musicians, social media, performing, songwriting, recording, and the new frontiers of independent music made possible by the internet.