Earlier this summer, my ears perked up when I heard about a presentation slotted for Alabama’s Social South Conference. The presentation, delivered by Mack Collier, was entitled “What Rockstars Can Teach You About Social Media”, and naturally, the topic grabbed my attention.
Straight from the man himself:
The presentation centers around one key question; Why do rockstars have ‘fans’, and companies have ‘customers’? In the end, it all goes back to how rockstars approach the people that buy their products. They WANT to interact with them, they WANT to embrace them, they WANT to be like them.
Well now. That’s an interesting take on things.
Here’s the slide deck from his presentation:
What Rockstars Can Teach You About Kicking Ass With Social Media
His commentary revolves around 4 principles:
- Rockstars are fans themselves
- Rockstars look for ways to shift control to their fans
- Rockstars find ‘The Bigger Idea”
- Rockstars embrace their fans
You know what I think is the most interesting thing about his presentation? It’s all true.
Whether “big business” realizes it or not, Rockstars (of all shapes and sizes) have been using social tools to connect, empower and motivate their audiences for years. To many “it’s just what’s done” – to others “I have to because everyone else is doing it, too”.
Even though social media has gone mainstream for big business, I urge musicians to avoid getting caught up in the “tools of the trade” back and forth.
Who cares that you’re on MySpace if you’re not using it as a platform to connect with fans, spread the (viral) word about your music and increase your audience?
Why should I read your tweets on Twitter if all you do is talk about yourself? Is that really an effective use of the platform?
Am I supposed to be impressed by how many fans you have on Facebook?
What matters to me, and what should matter to you, is how connected I feel to you. What should matter to you is how empowered I feel to talk about you, to suggest others listen to your music, buy your schwag or attend your concert. What absolutely should matter to you is how motivated I am to do those same things myself.
What I want is you. I don’t want your Facebook fan page. I don’t want your MySpace profile. I don’t want your tweets.
I want you. I want your music. I want to feel like I’m a unique snowflake in your blizzard of fandom.
Focus on making me feel like I’m that unique snowflake and I’ll go to your Facebook page. I’ll visit your MySpace profile and pore over your photos and music. I’ll follow your Tweets (and if I’m especially motivated, I’ll even ReTweet them).
It’s never been about the tools. It’s about the goals and the results. The tools are just a path to get me there.
So Rockstars – continue thinking like Rockstars. Continue wanting to connect with me, engage me in conversation, and motivate me to action. Know that business has a thing or two to learn from you, and they’re beginning to realize it.