Trust Develops as the Story Develops: The True Function of Social Media

Today artists can quickly and easily create social media pages as an outlet to represent their music. That’s great. But I would guess very few artists have ever considered why this digital/social infrastructure was built in the first place. It was not made for them.

In short: Social media is not a promotional tool. Social media is a communication tool.

If you use social media to communicate things beyond your music, you will develop a personal voice, and build a story around yourself. Trust develops as the story develops. Once trust is there, and fans feel like they are hearing from a friend instead of a promotional machine, they will be much more eager to support you when you need it most. You’re more likely to support a friend than anyone else.

Write your story

Think about Facebook.

Facebook initially was a way for college students to communicate with each other. Parents use Facebook to communicate with college friends. College kids use Facebook to communicate with old and new friends. Nobody is promoting anything.

Facebook is simply the framework for their communication.

YellingArtists, have you ever noticed a pattern on Facebook, where you post about the same shows, press features, or anything else on both your personal profile and your fan page, and the response is consistently better on your personal page than the fan page? That’s because you’ve gradually developed a habit of more human communication on your personal page than your fan page.

I’m not saying you should stop promoting yourself. But I am saying there is a critical yet subtle difference between communicating excitement and yelling.

Social media is a vehicle for communication. Nothing more.


17 thoughts on “Trust Develops as the Story Develops: The True Function of Social Media

  1. Pingback: Your Customer Service Experience | SchiffBlog

  2. Pingback: Prioritizing the Minutia | SchiffBlog

  3. Pingback: Data as Your Compass | SchiffBlog

  4. Pingback: Guest Post: 8 Tips For Increasing Your Tumblr Followers and Engagement | SchiffBlog

  5. Pingback: The Power of a Story | SchiffBlog

  6. Also, there are so many more products coming out besides the ones I’ve included here.
    All available games can be selected by simply walking in front of them.
    Mario is very well-rounded, and Luigi is mostly average, but can jump much higher than
    the other characters. I don’t know if there is any significant compatibility difference between either.
    This might be the first game I’ve ever paid
    to play.

  7. Pingback: Loss Leaders and Flipping the Switch | SchiffBlog

  8. Pingback: Fold Those Free MP3s Into a Bigger Marketing Plan | Pyragraph

  9. John Gotti (1940-2002) A throwback to the old
    street smart gangsters of the days of Lucky Luciano and Meyer Lansky, John Gotti seemed for a time to
    be untouchable by the hands of law enforcement. As Buggy
    was outside keeping watch, a television set came
    crashing out the window followed by the toaster.
    These two incidents are in reality patently meaningless.

  10. Hi there! This post couldn’t be written any better!
    Reading through this post reminds me of my previous room mate!
    He always kept talking about this. I will forward this write-up to him.
    Fairly certain he will have a good read. Thank you for sharing!

Join the conversation

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s