Social Media Marketing Update for 2017
Ben Ash, director of social media for Sam Ash Music, returned to the NAMM Show in 2017 after hosting a session the previous year on managing your social media presence. He noted that social media has been an increasingly important part of music retail and shared the most relevant changes to social marketing.
Here are updates to help make your social media presence more effective.
One of the bigger changes last year was the introduction of Facebook Live. Since then, livestreaming has exploded in popularity. With Facebook, many music retailers already have an established audience. Ash encouraged retailers to take the reins and start experimenting with Facebook Live. Use your smartphone or a camera with a tripod, but make sure your logo is featured in the video.
Facebook Live Tips:
• For Sam Ash Music, livestreaming has become a multi-camera, high-definition show, which the company airs semi-weekly. The livestreaming includes a call to action, such as “call or chat now.” Give people a way to follow up when you livestream with a call to action.
• Ash does live interviews with artists and industry experts. Fans may want to ask questions, so you have the opportunity to facilitate that in real time.
• If you keep the videos on your Facebook account, visitors can watch them afterwards.
• Videos can be replayed and repurposed on Facebook, YouTube, Twitter or Instagram. Ash stated that it’s a good idea to experiment with this platform. There’s no wrong way to do it.
Pros: Possibly the most popular platform.
Cons: Specific reach (unless you pay to boost) and square video without upgrades.
With any livestream, don’t bore your audience. “We love bad comments because we can improve on our service,” Ash said. Live questions and comments are a rare opportunity to help customers be heard. Plus, you can answer questions immediately.
Ash also provided the following guidelines for livestream video times:
• Facebook: Long-form videos.
• Instagram: 1 minute.
• Twitter: 140 seconds. You can tell a story in that amount of time.
Last year, Instagram updated its platform with Instagram Stories. According to Ash, this was a game changer. Instagram Stories is effective for spur of the moment video, such as walking around your store, recording product comments or having someone playing an instrument. Instagram doesn’t save your post, so you can’t go back and watch it. Use Instagram Stories to show your personality, according to Ash. It’s also a good tool for in-store events to show what’s happening. Like Snapchat, Instagram Stories live for 24 hours, then the post is gone forever.
Pros: Connects and alerts the Instagram audience.
Cons: Must be viewed while live.
Unless you have a large audience on Twitter, it may not be that effective. Twitter and Periscope work almost identically.
Pros: Connects and alerts Twitter audience.
Cons: Deletes videos after 24 hours.
Key Points for a Sure-Fire Social Media Presence
• Get familiar with social media professionals from other companies. Also, work with multiple brands on contests and product announcements. This can help you generate a bigger impact.
• Be present anywhere and everywhere, as often as possible. When you get comments, respond as soon as possible.
• Try new apps, even if just to reserve the spot. Ash got a Vine account before it exploded.
• Use Hootsuite to help organize your social media.
• Test, repeat and learn.
• Get your audience to know your brand. Your audience needs to look at you as a friend and confidante. Post regularly, so they know when to expect and look for your posts.
Take the plunge with social media, expand your reach and connect with your customers.