In the past year, social media has steadfastly proven that isn’t going anywhere; it’s only getting bigger. Other legacy artists like Tom Petty, Robert Plant, the Eagles, and more have all noted this, and in response, have crafted well-executed social media campaigns that had excellent results. It’s imperative to success today. They know it, I know it, and it’s an issue and cause I’m so passionate about that I can’t let it go. Below is an excerpt with a few findings from a recent, thorough and in-depth 12 page analysis I’ve conducted on the past year. (Because I’m obviously not putting the whole thing on a blog).
In my current position as a community manager for Condé Nast’s entertainment division, I passionately believe in the importance of social media in this industry more than ever. My contact information is listed below. Let’s not give up on this.
Problem: Engagement rates
What Happened: Driving engagement on social media continues to be a challenge as Facebook’s algorithm changes and more and more users join Twitter and Instagram, leading to a more competitive news feed. Having high fan counts on social media is important, of course, but more important is having fans who are actively engaging with your posts — liking, commenting, retweeting, etc. Those who actively engage with content are more proactive and more likely to be driving purchases.
That being said, the engagement rates — how many people engage with your content, be it likes, comments, retweets, etc. divided by your total followers — are alarmingly low, especially in comparison with Christine McVie’s Facebook, which has only 2.5% the number of fans as Nicks.
This can be blamed in part on Facebook’s algorithm and a lack of paid posts, but on other platforms where success is primarily organic, engagement suffers, as well.
How to Fix It: If there’s nothing for fans to engage with, they won’t engage. Leaving accounts without updates is equivalent to letting them die slow deaths. Quite simply, the first step to correcting this issue is to post content. Social media is a constant, and fans are eager to interact, as evidenced by replies to two recent tweets shared after months of silence.
Problem: Posting Frequency
What Happened: Initially, Instagram content was only shared 1-2 times a week, despite the fact that more frequent posting on Instagram is essential for growth. Compared to Barbra Streisand, a similar artist in terms of demographic and Facebook following size who launched an Instagram at the same time, daily rate of growth for both fans and engagement on Instagram lagged in the first month (charts here) and continues to do so (Nicks has 96.1K followers versus Streisand’s 151K).
I detailed the stalled content flow in the week leading up to the release of 24 Karat Goldand the ensuing months below. Even more disturbing is how slowed content has been recently. Since January, Facebook has only been updated 16 times, Twitter 11 times, and Instagram 6, often with weeks or months between updates.
How to Fix It: Frequent posting across all social media accounts is necessary, not only for maintenance and best impressions, but to keep engagement rates up. In a world of constant content, without paid support behind posts, organic reach of a social media update can be extremely low.
Problem: Lack of attention to detail
What Happened: Mistakes happen from time to time, and little ones aren’t a cause for alarm. No one has leaked a track or blown tour news. But repetitive small things that make followers say “Huh?” end up doing damage. They make those who understand that someone else runs a celebrity’s social media question the legitimacy of that party. They cause those who still have the belief that the celebrity does indeed tweet and post Instagrams themselves to question why they are spending their time making mistakes on social media when they “should” be working on something new for their consumption.
This has happened repetitively across several platforms. Last year’s errors are noted in past analyses. Recent posts on Facebook have been liked by the Stevie Nicks official page — something not typically done by most established brands and celebrity pages. Twice, fans have noticed that Nicks’s Twitter retweeted content meant for Chris Isaak, another opportunity to question the attention paid to accounts.
How to Fix It: Attention to details is crucial when it comes to social media. Something posted and deleted within minutes has still been seen by hundreds or thousands of people.