This document provides an overview of using social media for music businesses. It discusses what social media is and some key platforms like Facebook, Twitter, YouTube, and Instagram. It emphasizes that social media is about connections, conversations, and authenticity rather than one-way marketing. The document provides tips for using social media, including being present, having a content strategy, being responsive, and focusing on goals over tools. Examples are given of how musicians like Pete Yorn use social media platforms.

1. Social Media 101
for Business of
Music
By Tim Nekritz
Associate Director of Public Affairs/Director of Web Communication
SUNY Oswego

2. What is social media?
• Interactive parts of the Internet where we
can communicate with a range of
audiences – for us prospective students,
current students, faculty, staff, alumni,
parents and friends of the college.
• Includes (but is not limited to) Facebook,
Twitter, YouTube, blogs, Instagram,
Soundcloud, Foursquare and more.

3. Social media IS
• About connections
• About content
• About conversations
• About authenticity
• A two-way street
• Part of wider effort (hub and spoke)

4. Social media IS NOT
• One more place to throw press releases
• One-way marketing
• Static space
• Something to ignore
• All about you!

5. Social media marketing
• Know your options
• Analyze audience (who using and why)
• Goals before tools
• Sustainability

7. 5 top tips
1. Be present!
Try before you buy

8. 5 top tips
2. Be prepared!
Have a content strategy

9. 5 top tips
3. Be responsive!
Reply and sustain

10. 5 top tips
4. Be friendly!
Have conversations

11. 5 top tips
5. Goals before tools
1.Does it help us meet a goal?
2.What’s in it for us?
3.What’s in it for our users?
Avoid OSS

12. Facebook
• The 800-pound gorilla
Considerations:
• Page? For business, yes
• Group?
• Individual account? (no)

13. Content = Connecting

15. Best stories = human
interest

16. Connecting is human

17. Twitter: 140-character
stories

18. About them > about us

19. Twitter: 2 symbols are key
• @ symbol: replying
or addressing
someone
• # = hashtag,
organizing around
topic, conference,
event

20. Hashtags = Connecting

21. YouTube
http://www.youtube.com/sunyoswegovideo

23. What makes a good video?
• Meets a goal
• Short (~1 minute get biggest response)
• User-focused
• Fast-moving
• Reasonable quality
It’s not about big-budget, slick productions;
our raw/low-edit videos have great
metrics!

24. Pinterest? Have a point.

25. Geosocial/location-based
• Services tied to your smartphone
• Fastest-growing part of social media
• Location-based services have enormous potential
to connect people to places, places to people,
and people to people in places.
• -- Tim Jones, North Carolina State University

26. Geosocial: Foursquare

27. Audiosocial: Soundcloud

28. Photosocial: Instagram

29. Blogs: Have something to
say?

30. Alyssa Explains It All

31. Straight up Michigan!

32. How ‘bout some examples …
… involving music?
Preferably before we fall asleep?

33. Pete Yorn: Twitter

34. Pete Yorn: Facebook

35. Pete Yorn: YouTube

36. The Wiyos: Facebook

37. The Wiyos: YouTube

38. The Tragically Hip: Facebook

39. Integration: a simple story

40. Monitor and respond
• Social media is 24/7
• Basic customer service, just new way
• Most users just looking for an answer
• Would you ignore your email for days?

41. Our FB comment guidelines
• The discussion board is available for questions, often from
those entering or considering Oswego ... we hope to get you
answers in a timely manner as you ponder joining our
community. However, spam, blatantly commercial, obscene
and/or denigrating messages are not welcome in this space
and may be removed, as this page exists to serve a broader
community.

42. Negative feedback?
• Honest complaints
• Spam
• Ragers
• Trolls
Again, make sure you have a posted policy!

43. Content strategy
• What do you post?
• How often do you post?
• Sharable: “wow” or “whoa!” factor
• Don’t be a robot; be a human
(And, of course, who posts it)
Great site >>
meetcontent.com

44. Who has the keys?

45. Social media conduct
• Zappo’s social media policy:
“Don’t do anything stupid”
• It’s pretty much common sense

46. Next steps
• Goals?
• Time/resources
• Options/communities
• Content strategy: what to say
• Get social!

47. Questions?
• Also available at: tim.nekritz@oswego.edu
… or http://www.facebook.com/tim.nekritz
… or http://twitter.com/TimNekritz
Presentations http://www.slideshare.net/TimNekritz/
Our social media users’ guide:
http://www.oswego.edu/administration/public_affairs/socialm
ediaguide.html