4 Lessons in Social Media from a Music Festival
I just got back from Osheaga, a music festival in Montreal that we like to think of as Canada’s Coachella. When I wasn’t too busy admiring the amazing acts like Kendrick Lamar and The Black Keys, I was taken by the quality of social media management being exhibited by the festival’s employees. Music festivals are filled with millennials, and thus without social media management they will crash and burn. I’ve compiled 4 easy tips here so that you can begin to incorporate some of these music festival strategies into your social media efforts.
1. Leverage your influential followers Chances are you have important followers on Twitter or Instagram. They can be a gateway to exponential increases in reach – if you can get them to retweet or regram a post. Osheaga would post about artists during or after their sets, and always tag or mention the artists in the posts. The artists were then able to see the posts, and were far more likely to repost them. You can apply this to your own work by mentioning influential followers when they do something noticeable – such as posting a great piece of content on their blog. An important twitter tip to remember when mentioning someone: if you start your tweet with the person’s twitter handle, the tweet is only visible to people who follow you and the person mentioned. Put a period in front of the handle to avoid this. 2. Stagger your announcements Just because you have an update doesn’t mean you need to post it. Osheaga would strategically inform people over twitter and facebook about certain sets, but wouldn’t waste tweets on pointless updates (everyone at the festival knew when the headliners were coming on, but for hot smaller acts twitter updates were very useful). You can do this for your content by staggering when you update your followers. Instead of tweeting your new blog post four times in a row, share older content periodically, or retweet interesting posts. If you’re marketing an event, don’t post about it every day for a month. Share occasionally for the first few weeks, and then every day in the last week or two. 3. Don’t mix social networks The rise of popular social media management services like Hootsuite and Buffer has led to a lot of cross posting (when you post the same thing on Twitter and Facebook for example). This can be very damaging, as you will be unable to optimize your tweets for each social network, and any followers you have on multiple networks will unfollow you to avoid the over-posting. Osheaga for the most part kept image posts on Instagram, updates on Twitter and customer service on Facebook. When you have unique content on each network, it prompts followers to engage with you on all the networks as opposed to just one. 4. Offer actual customer service I see a lot of companies using a lackluster customer service approach on social media, although their followers clearly want to use social media for this. I assume this is because many social media managers don’t see customer service as a part of the job description, especially if they have a large dedicated service team. However, who likes waiting on hold for a customer service agent? It is much more convenient to send a tweet and wait for a response, especially for millennials. Remember how important it is to engage with millennials on their own terms. Osheaga would only direct people to their customer service centers when the problem couldn’t be resolved on social media. This has the added bonus of allowing everyone to see your company engaging with and helping your customers. Remember, at the end of the day the most important thing is to know your audience. Music festivals are full of millennials, and thus they must be constantly on social media. In other events and situations it may not be necessary to be as active, however if you do cater to a younger audience a failure to effectively make use of social media can be a death sentence.