Everyone is aware of the unwritten rules of social media. Don’t post too much. Don’t look or act like you want attention – that’s thirsty. All in all…don’t be annoying.
Everybody wants the spotlight but no one wants to do what it takes to shine. Following this social conditioning is exactly what keeps most artists from building their audience. Artists have to sell yourself and most people, especially artists, hate sells. In a world where everyone is fighting for attention so it means you have to be agressive.
Artists…here’s how you can cope with getting the job done so you can blow up.
1) Plan ahead and commit. I know from personal experience that breaking the social norms of posting can cause a little anxiety. The best thing you can do to help yourself fight through the discomfort of aggressive posting is create a campaign and tell your stuff you will act accordingly to plan until the campaign is over. It gets especially rough when you begin to get less likes on average.
Campaigns with predetermined end dates save you from getting lost in the mind game and give you a clear stopping point to measure results.
2) Ignore unfollows. If people unfollow you because you post too much, they likely are not your fans. Also if they unfollow you for this reason, it shows they at least know who you are. In marketing, awareness is #1. You can worry about getting them to like you later. Furthermore, the people who follow you no matter what are the people you want to connect with when building your foundation. They are your biggest supporters.
3) Watch the numbers, not the haters. Not only do you want to ignore the unfollows, you should not pay attention to those complaining. If you are getting 20 more follows a week and 4 new complainers, you’re doing something right – just keep your eyes on the scoreboard.
This doesn’t mean that you shouldn’t take feedback but it does mean you need to understand the difference between hate and genuine criticism. Even then, if you created a campaign with a scheduled stopping point, save most of that feedback until it’s over and use it to make the next one better.
4) *Caveat* Watch real followers. This one is simple. Be sure that the majority of your new follows are real people. Not spammers or people who are simply hoping you follow back.
5) Stop trying to build career off of friends. It’s not that friends do not matter but they are biased and their connection has less to do with your product: music. You want people who know and love your music first and then get to know you. Much of the feedback from your social media doesn’t matter until you get to the point your fans outweigh your friends in your following. When you get to this point you can really get into some truly interesting marketing.
If you can’t get over the awkwardness of more posts and fewer likes, get a team that can do it for you. This is your career. No one said it’d all be pretty, but skillful use of social media can make it all worth it.