Social Validation Matters
Some musicians love social media and others hate it. The fact is that if you are either unable or unwilling to put in the work to maintain active channels, it can be detrimental to your PR campaign. Authentic social media can make a huge difference.
Music outlets DO check these channels for social validation. It can be a big mistake to underestimate the relevance of an active social media presence and how it can affect a PR campaign. It takes time and effort for an outlet to write and put together all the assets for a feature about your music. Your social media numbers give writers a gauge of how many eyeballs a story about you will draw.
Engage Your Audience AND the Media
While it is important to engage with your fans, don’t forget it is also important to engage with the media too. If you have a favorite music outlet that you want to be covered by, start following and engaging with their writers. Become a known name before they get pitched coverage.
Once you do get coverage, you need to share it on your social channels.
Choosing Your Platforms Wisely for Authentic Social Media
The fewest social channels you should use are Facebook, Twitter, and Instagram. However, it’s not unwarranted to include YouTube, a blog on your website, a TikTok, or an email newsletter (email marketing is still the best way to reach your fans as long as they opt in).
Here is a guide for posting to your social channels:
Facebook Page: Up to 2 posts per day – Boost at least 1 (Connect your FB and Instagram accounts for an automatic sponsored Instagram post when you promote on FB)
Twitter: 10 tweets per day – many of these can be retweets – but try to engage with people including other musicians, writers, music outlets, fans, etc.
Newsletter: 1 per month
YouTube: 1 video per month – live recording, in concert, talking head update
Instagram: 5 posts per week – but spend the majority of time liking and commenting on other’s posts
TikTok: 2 per day