Facebook and LinkedIn coach and social media expert, Debbie Harris states that people in social media marketing must commit to at least two years of posting and engagement in order to build actual business relationships and to be considered an authority among their peers. These same principles also apply to artists who expect to build a quality fan base. The fan base is not created over night which indicates that consistency is the key factor in branding your name as an artist. Do you ever wonder what happens to new artists that catch your attention but later disappear before the year ends? The longer you stay in the game, the stronger your authority becomes and the larger your reputation increases. It’s not about the amount of work you put into a year but the endurance of how long you keep up with your efforts.
Consistency and endurance is probably the most overlooked and underestimated determinant that constitutes the amount of dedication one has about their art. I’ve seen producers who have gone unnoticed for years suddenly steal the spot light because of the amount of time invested in their business. Many popular top-selling producers in the past have been left behind because they were blinded by their short-lived stardom and not willing to continue their efforts to expand their business in hip hop instrumentals and other genres. I’m one hundred percent sure that you can name many artists, mainstream and underground, who are still relevant to you because they never quit after their run. The best part is that they still continue to gain fans and earn income from their music because they refuse to hang up their jersey and officially retire from the music game.
Staying consistent is a measure of will and character. It is what separates a passionate hobby and lifestyle from a phase in one’s life. Consistency always starts with a marketing plan and strategy. Not having a well-defined plan and strategy can quickly diminish your will causing you to lose momentum and motivation. A clear marketing plan will help you to keep focus and give you the correct mindset. The best way to start is with the basics and with what you know. You must be able to identify and interpret your target audience into data and predict what will like most about you and your music.
One of the largest mistakes that people misconstrue about consistency in social media is constantly “Talking too much and not listening.” This was the key point in one of my favorite books, Likeable Media. This means that too many boastful and self-glorifying posts that are not relevant to your fans. It is fine to announce accomplishments and benchmarks in your progress from time to time but please keep in mind that your fans want to engage with your content and not just listen to you brag. This is where listening comes in. Also remember that your fans online are real people behind their profiles and do formulate opinions about you and your cause.
When you value your fanbase, they return the favor by valuing your craft and content. Without fans, your music is nothing more than personal pleasure that is hoarded away from the public. It is not meaningful to the world until another person can relate and become inspired from your music’s message. The same also goes for too much self-promotion. If you spend all your time shouting yourself out, you won’t leave opportunity for your fans to share you with others.
Always keep in mind that you must never blur the lines between personal and professional. If you are using Facebook, you can use your personal profile for personal engagement and your artist page for your professional image. Personally, this does not matter too much for artists as it does for small businesses and corporations but it does give you a more professional impression. Have you noticed that thousands of artists on Twitter have promo accounts as well as personal accounts? On the other hand, many people use just one account for everything; you just have to know what works best for you.
Lastly, expecting that social media will do all the work is an assumption that is harmful to your brand as an artist. Social media is only a medium to where you can reach new fans and engage with existing ones. Owning several social media accounts doesn’t mean that you’re relevant online; staying consistent with new content and information is what brings in new people to your music. Also, the most crucial aspect here is staying consistent in relationship building. If you ignore this part, you will lose everything that you’ve worked all this time for. Engaging fans is one thing but keep in mind that you must always be transparent and honest with fans and not just engage them simply to display a façade of a relationship by feigning interest.
