Over a bunch of years working on musicians’ social media, I find myself having to state the obvious over and over again. While it’s great that you have a Facebook (fan) page, you’re mistaking at and with. “I post every day,” I’ll hear. Usually followed by “I announce my gigs, and let people know where they can stream/buy my music.”
Avoiding the temptation of snark, I’ll say “that’s nice, but when’s the last time you actually engaged with anyone on your page?” This is followed by crickets. Silence. Sometimes a furrowed brow.
I have to explain that you’re just talking at your fans. And nobody likes that. Social media, at it’s purest form, should be a dialogue. If all you have to say is “come to my show!” or “buy my music,” then people will stop paying attention. Engage with your fans, ask them questions, reply to their comments, engage with them. Talk about things other then you, your music, and where to buy your stuff.
The same goes for your newsletters. If every newsletter consists of “I played this gig, please come to my next gig,” people will stop caring. Share something … anything … so long as it is relatable to your fanbase. Too many of the artists I’ve worked with have identical messaging across the board. The same content that’s on the website goes to the newsletter and across social media. Who bothers to read all three? There’s no point. And worse, it’s boring. Nobody likes boring.
Use the different platforms for their intended purposes. Share important news, obviously, but use social media to ask questions, share thoughts, and communicate with your fans — not at them. Consider adding something to your newsletter that doesn’t implore people to do something for you. Share a story from a recent gig, profile one of your band members, offer a free download.
When your fans feel like they’re along for the ride, like they’re a part of your process, like they’re valued, then you’ll see results.