...or in other words, if you're not engaging with your fans, you may lose them. Social media isn't just about sending messages; it's about replying, too. Alt-rock artist Amanda Palmer wouldn't have raised a million on Kickstarter without her massive Twitter following, with whom she interacts constantly. Seems obvious? Still today, entertainment brands are amongst the least responsive on social media. Yet a recent report suggested 88% of people were unlikely to buy from a brand that didn't answer their complaints on social media. James Martin, community manager for music & TV events midem & MIP Markets, presents best and worse cases of social media usage, and how best to interact with your community. Especially trolls!

1. If it's not social, it's not media
Engagement tips for artists & brands
James Martin
community manager
midem / MIP Markets
@midem - @_mip_ - @jamesmart_in

2. midem / MIP on social media
• 40,000 pageviews/month on midemblog & MIPBlog
• 55,000 Facebook, Twitter & LinkedIn fans/followers
(cf. 7-12,000 visitors per event)
• 30,000 YouTube views/month
• 75+ influencers & partners (eg. TheNextWeb)
@jamesmart_in
@jamesmart_in

3. 70% of fans are being ignored by brands…
even more in media!
Most ‘socially
devoted’
industries on
Facebook
Source: Socialbakers
http://bit.ly/TmJofv
@jamesmart_in
@jamesmart_in

4. 88% of consumers less likely to buy from
brands who don’t answer
Source: Conversocial http://bit.ly/RtdC08
@jamesmart_in
@jamesmart_in

5. “Marketing — i.e. shouting at people — doesn’t work any more, as they can just
tune out. Give people something that is useful, relevant or entertaining” (and
then you’ll engage with them).
midem “audience engagement” video, http://bit.ly/TtY4cJ
@jamesmart_in

6. Shares now = music sales
@jamesmart_in

7. & millions in funding
(AP has 700k fans she ANSWERS)
Photo: http://youtourlikeagirl.blogspot.com
@jamesmart_in
@jamesmart_in

8. Rewards far beyond €: Goodwill
Full conversation: http://bit.ly/RLRy1v
@jamesmart_in
@jamesmart_in

9. Turn around criticism
@jamesmart_in
@jamesmart_in

10. image source: http://milkshakesandmoustaches.com
Direct communication
deadmau5 to Shortlist magazine, 20.09.12
“What layer of transparency am I gonna offer someone through a magazine that's
localised in one country as opposed to a global network who, in real time, can show
what I'm doing all the f**king time. What, then, is the point of sitting down with a
journalist asking me ‘what do I really feel’? No offence, by the way...”
@jamesmart_in

11. “When I’m onstage, it’s all about engagement with my audience. I’m always very
interactive. That’s the most important part of what I do. Facebook and Twitter
allow me to be even more interactive.”
midem “audience engagement” video, http://bit.ly/TtY4cJ
@jamesmart_in

12. So, how do I do it?
*7 golden rules*
@jamesmart_in

13. 1. think “what value can I bring?”
…not “what can I promote?”
@jamesmart_in

14. 2. post regularly
“Artists should post 1 big thing per month;
1 small thing per week”
Ian Rogers, Topspin
http://bit.ly/SWrbtS
@jamesmart_in

15. 3. …preferably with photos
40% of social media shares are photos
Instagram has grown 1100% since April
Pinterest = fastest-growing network this year
@jamesmart_in

16. 4. always reply
…ideally within 24 hours
@jamesmart_in

17. 5. follow back
A fan followed by his/her favourite act
is a super (happy) fan
@jamesmart_in

18. 6. don't panic!
There will be trolls… but they’re (at
least) ten times nastier online than IRL
@jamesmart_in

19. 7. don't overshare… & stay positive 
RT’d by @DJsComplaining (34k followers)…
@jamesmart_in

20. Conclusion:
You’ve got to give to receive!
…or risk going unnoticed
Grab this presentation:
http://bit.ly/ifitsnotsocial
@jamesmart_in