Most of this post will be about the don’ts – I’ll be brief on the do’s as most of this should come as no surprise to those of you that are using the platform regularly. In fact, even if you aren’t a big Facebook user, you probably know a lot of what you are about to read intuitively or as the receiver of content (if not a producer). However, I say it’s always worth it to pound some good, core concepts in to our brains until they’re good and stuck AND we’re actually executing what we know. There’s an old Buddhist expression that pops in my head all the time that says, “to know and not to do, is not to know at all.” Are you doing (or not doing) what you know to do on Facebook? Let’s take a look.
First and foremost, the biggest (and only) do that I’ll cover in this post is about creating authentic content that fosters a connection between you and the fan, one at a time. Say something that is personal, say something that is important, say something that calls your fan to action or solicits an opinion. Don’t try to peacock your way to the top or fake it ’til you make it sounding like your bigger or badder an you actually are. Cite your successes, hell yeah, but remember that today’s internet consumers are getting more and more savvy and can smell BS from
a mile ten miles away. Now on to the don’ts…
1. Multiple bands creating separate events for a single show
If I had a dollar for every time I’ve received separate event invites from every band on a bill, I’d probably have enough to buy that sweet parlor guitar I’ve had my eye on for a while. No, it’s not the end of the world– none of these “Facebook crimes” will spell the end for you– but it’s just… annoying. Put 5 minutes of forethought into your show promotion, coordinate with all the bands, and create ONE event that each of you can promote and share. Plus, it’ll look better when everyone is RSVPing in one place!
2. Constantly asking for people to vote for you
Contrary to what shows like American Idol and The Voice may tell you, music isn’t a competition. Sure, you can take your career to new places and get your fans engaged with the occasional songwriting, performance, or fan-voting contest, but stop entering every damn one you come across. It looks a little desperate.
3. Leaving your facebook page half-completed
Did you get all excited about Facebook at some point and then abandon it? Is it hard to tell from your page if you actually exist as a band anymore? If so, either complete the missing info and post some new content, or de-activate your page. It looks unprofessional.
4. Posting your stream of consciousness updates every 20 minutes
If you’re posting more than a few times a day, it better be good stuff! Don’t use your Facebook band page as your personal profile. The few folks who might care what you’re up to every day will stop caring quick.
5. Incessant negativity
Every once in a while it’s ok to be honest and vulnerable on Facebook. You can vent your frustrations from time to time. But keep those kinds of posts as the exception. Bitching, whining, sour grapes, jealousy, and putting other bands down– no one needs a daily dose of that.
6. SHOUTING IN ALL CAPS!!!!
OK. WE GET IT!!!!! You have something really important to tell us. May I suggest instead you choose from the following list of words: excited, thrilled, stoked, psyched, amped, beside-ourselves, overjoyed, blitzed, inspired, amazed, flushed, or atingle?
7. Posting crappy photos that don’t even feature the band members
Oh, great. Another highly pixelated image of… what is that? A pint glass next to a taco wrapper? Next!
8. Requiring someone to do something before they can hear your music
People don’t like to jump through hoops. Let fans listen to your music right away– even if it’s only a couple tracks. One easy way to do this is with CD Baby’s MusicStore for Facebook app!
9. Advertising by posting on someone else’s wall
Remember MySpace? This is the kinda nonsense that would happen on MySpace all the time– and why people stopped using it. Do NOT put your marketing messages on other people’s Facebook walls. That is what YOUR wall is for.
10. Begging for “likes”
It’s probably OK once or twice a year to ask your friends on Facebook to “like” your band page. Don’t make a weekly habit of the practice, though. Your band page won’t get “liked,” and you might just get de-friended.
What have you found to work well or not-so-well on Facebook? Got the stats to back it up? Let us know in the comments section below.