What brands can learn from bands about social marketing
February 16, 2012 | Online Marketing
The music business has switched from being a one-way relationship to being a collaborative dialogue, and musicians have had to learn faster than anyone the value of using social media to foster relationships with their most-vocal fans.
Gone are the days when being a rock star meant you just showed up for your gig; Mr. Kempler observed that a savviness for CRM and an ability to use social-media tools well are new requirements of the job.
"The criteria of what you used to look for was star power, great songs and being good-looking," said Mr. Kempler. "None of that had to do with the ability [to encourage] fan engagement. But in the past couple of years it began to matter whether they could also engage socially -- do they update their Facebook page and populate content? Can they be as creative in the social-media space as they are in the studio?"
Those are important questions at a time when consumers are no longer merely listening to their favorite band on their iPods but rather sharing the music with friends, checking into concerts on Foursquare and posting what they are listening to in real time on Spotify.
Get the full story at Advertising Age
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