Everywhere you look, businesses and bands are hitching their destinies to Facebook.
VEVO just latched its entire registration system to ‘the social network,’ and Spotify isn’t far behind. Investors are boosting startups like RootMusic that completely revolve around Facebook, while bands think Facebook likes are three times as important as email signups.
There’s an obvious reason for all of this. But there’s also an obvious downside: Facebook can – and will – change the rules on you overnight, often with little or no advance warning. These could be annoying alterations, excellent enhancements, or dramatic shifts that could utterly shock your business model. Which is exactly what happened on Wednesday, leaving everyone else scrambling to adapt.
This is all part of a major layout overhaul that revolves around Timeline, and the changes could have a dramatic impact on artists and Facebook-centric businesses.
The biggest of the changes seems to be this: as part of the shift, bands can no longer make their app page their default landing page (for example, RootMusic’s BandPage). Instead, all visitors will be sent to the Timeline-loaded front page, with apps relegated to a tab (though bands can direct-link). Which means far less control for artists, and a potentially monstrous setback for businesses like RootMusic (and to a lesser extent, FanBridge, ReverbNation, and others).
But wait! There are more game-changing shifts being splashed in your face, most likely with little-or-no advanced warning. That includes certain limitations on your gigantically-revamped, 815×320 masthead photo. For example, a band cannot incorporate any marketing language, special offers, Like buttons, or any calls-to-action into this showcase pic.
Actually, RootMusic has created a quick-and-comprehensive guide to the changes. It’s a great primer – and remember: transitions are mandatory by March 31st.
Whatever. Facebook can changes its rules. Who gives a fuck? The smartest digital marketing cats know that flexibility and agility are the key to success. Facebook will eventually fade away anyway, just like Microsoft, Mypace, Google etc. Social Networks are like night clubs – they don’t last forever. The future is going to strike a balance between privacy and interaction.
Anthony Polis
I think the smartest marketing folks go to where the people are at the moment! So it makes a shit-ton of sense to work your marketing around facebook right now. Why wouldn’t you want to connect with fans on a platform where they can easily share their interests with everyone they know?
The key is to use the facebook as a way to gather REAL fans. What are REAL fans? -The ones who are willing to give you their email address for a free track, support you with a tip or actually buy something from you! And “Likes” are not REAL fans.
“Likes” are becoming overvalued as a measure of direct to fan success. I would only measure them as a “lead” or “interested possible fan.” They are important to aquire since they unlock a direct advertising opportunity between you and a fan through messaging and adverstising. But you still have to convert interested people who “Like” you into REAL fans that support you (buy something, tell friends, come to shows).
In the end. I’d use whatever channel will make those connections as easy as possible and simply keep in mind that the end game is to have as many fans supporting you as possible. Go where the people are. Connect with them. Make it easy to support you. Show gratitude. And of course, love you art.
“I think the smartest marketing folks go to where the people are at the moment! So it makes a shit-ton of sense to work your marketing around facebook right now. Why wouldn’t you want to connect with fans on a platform where they can easily share their interests with everyone they know?”
I agree 100%. I never said to avoid Facebook though, my point is that eventually it will fade and artists/marketers should be ready to adapt quickly. I remember artists who waited a long time before joining Facebook and probably missed out on some opportunities because of it. Maybe I stated the obvious?
“‘Likes’ are becoming overvalued as a measure of direct to fan success. I would only measure them as a “lead” or ‘interested possible fan.’ They are important to aquire since they unlock a direct advertising opportunity between you and a fan through messaging and adverstising. But you still have to convert interested people who ‘Like’ you into REAL fans that support you (buy something, tell friends, come to shows).”
I agree. “Likes” are overrated. I have clients with less than 5k but those fans are diehard and WILL spend money. I also have clients with 30k “Likes” and the majority of those fans couldn’t care less.
“In the end. I’d use whatever channel will make those connections as easy as possible and simply keep in mind that the end game is to have as many fans supporting you as possible. Go where the people are. Connect with them. Make it easy to support you. Show gratitude. And of course, love you art.”
Good words.
A MUST READ.
With Facebook, the only thing constant is change — As frustrating as Facebook’s recent changes to your Fan Page might be, there are a few advantages for Independent Musicians:
– you now have much more space for your favorite Facebook music apps (nimbit, root, reverb, etc); with less clutter when you’re on those pages
– you can pin the stories/messages YOU WANT to the top of the page
– you can move your favorite apps to the top and left, and they stand out a lot more (much bigger logos) than when they were lost on the left navigation — (besides, after someone “liked” you, FB already changed the landing page to the wall and not your chosen landing page, which really sucked)
– to make the page you WANT your fans to go to, you can change the default APP IMAGE to one that will get know your fans will click on it when they land there
– Lastly, if you use use apps like Nimbit to promote your page and music and shows, those links will STILL enable you to “deep link” directly onto the landing page and app you want from your promotions, emails, tweets, and posts. And if FB ever screws you over too much, the exact same content and landing pages you’ve created for Facebook, are also available on your band’s web site or any other site you want to place your band’s content.
Change is a pain (especially after developers like us, and bands like you put so much time and effort into making their apps and pages look great); and the only sure thing w FB is that things you count on will change;
BUT I’d encourage you to embrace these changes and use them to your advantage — there’s a lot of potential for both you and your fans.
Bob, Chairman & CEO, nimbit
*** FYI ONLY — For those of you that use Nimbit to promote and sell your music, merch, tickets, and more on Facebook, I just verified on the new Facebook Band Timeline Apps that all of the Nimbit deep linking from your Facebook posts, Tweets, and emails still work great to drive fans directly onto the app page, song, and/or product you want.
I actually dumped Nimbit as a service too long before I dumped FB. Poor service, I called them asking for help and also raising concerns about the effectiveness and visuals of their widgets and their response was “we only provide tools for artists”. I know as a struggling artist I can’t afford several hundred $$ a year just for content widgets and meak aggregator placement (then I have to go and promote it all myself too). Then have to go in and mess with FB the problems they brought. No thanks
It forces artist to TALK to their fans instead of a constant sell, sell, sell mentality. It’s a positive change. DMN posts yet another ‘sky is falling’ article when it could be providing thought leadership.
Enjoy your status quo.
Attention bands: it’s time to get your marketing minds working.
Paul – do a piece on DIY bands and marketing & sales. This is a topic largely ignored but without doubt the piece in the jigsaw that is just way too complex for these bands, especially without a designated budget that would be allocated if they were signed.
The majority would struggle to define what marketing actually is.
The like button it certainly isn’t.
Paul – do a piece on DIY bands and marketing & sales. This is a topic largely ignored but without doubt the piece in the jigsaw that is just way too complex for these bands, especially without a designated budget that would be allocated if they were signed.
The majority would struggle to define what marketing actually is.
The like button it certainly isn’t.
Good overview from Root Music…
Bands: use Facebook, but remember — the only site you can ever control is your own.