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December 10, 2012

What the 2012 Nielsen SocialMedia Report Means forMusic Marketing

BY: SIMON TAM | POST ACOMMENT | PRINT ARTICLE

The world’s leading global communication andmeasurement company, Nielsen, just released theirnewest report, State of the Media: The SocialMedia Report 2012. While the continued growth ofsocial media is no surprise, there are several newtrends that musicians should be aware of.

First, there is the idea of “the global living room” or“social tv.” TV-watching has transformed into a newimmediate and shared experience. Over 33% ofTwitter users actively tweet about TV-relatedcontent, making it a shared experience on a largerscale. People especially love to engage real-timeduring broadcasted events. TV programs areresponding by not only taking in the immediatefeedback, but writers are adjusting scripts based onwhat trends, TV shows promote hashtags forviewers, and they sometimes broadcast live tweets(if appropriate for the program).

Second, social media is transforming customerservice. Over half of U.S consumers arecommunicating with brands through social media.One in three users say they prefer social media tothe phone for customer service issues.

Third, more people are shifting towards mobile andmore sites integrate social features.

Finally, social media is continuing to impactmarketing in a number of ways. Not only arecustomers more proactive about interacting withother customers, but they are also better informedthan ever. Some customers don’t mind seeing adstailored to them based on their profile information insocial media sites now.

What Musicians Can LearnFrom The Social MediaReportIt’s important that any business (including yourmusic business) learn about consumer trendsbecause it affects your career. As consumers arebecoming more mobile and more social, we needto be able to meet them there. Consider thefollowing suggestions:

Mobile compatible website: You might nothave a website just for mobile users, but youshould definitely have something that loadsquickly and is to scale for mobile users. Theamount of traffic coming from smartphonesand tablets will only continue to grow and ifyour site isn’t mobile-friendly, people willlook elsewhere.It’s all about engagement: I can’t stressthis enough. The content on your websiteand social media should createengagement. Talk about things that interest

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your target audience. Give them a call toaction. Don’t just post a link, but createsome conversation around it.Make your own global living room: Tryscheduling live “tweet-ups,” where you andyour fans can interact. It can be using ahashtag and talking about your new albumor it can be about a tv show/film that you allenjoy. Get creative and get them talking.Consider having a dedicated hashtag foryour show or tour and promote it!Use listening tools: TV programs are usingsocial media tools to listen and you shouldbe, too. You can use free services such asGoogle Alerts, Icerocket, Social Mention,Topsy, or Hootsuite and search for postsabout you/your music. See what people aresaying and interact with them. If you seegood ideas, learn from them.

This is your music career so you should beinvesting the time, energy, and money into makingthe most of it. Marketing yourself in a way that yourtarget audience appreciates and understand is justa part of that picture. Check out the report onNielsen and see what ideas you can come up with!

——————————

Simon Tam is the President and Founder of LastStop Booking, author of How to Get Sponsorshipsand Endorsements, and performs in dance rockband The Slants. Simon’s writing on music andmarketing can be found atwww.laststopbooking.com. He is on Twitter@SimonTheTam

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