Recently I made a comment on Twitter about a talented singer-songwriter and, a few days later, received an @ reply from someone suggesting I get said artist’s latest single. Curious, I checked the account to see it bragging about its “digital marketing clients” including a pretty decent roster of performers.
Too bad the whole thing is all kinds of wrong.
A couple years ago, I mentioned singer/songwriter Pete Yorn in a tweet. You know who responded and started following me?
Pete Freaking Yorn.
Pete The Freaking Man Himself Yorn.
Not someone repping “digital marketing clients.” The artist himself, who tweets as he tours the country, promotes himself well but also shows his human side. And while I had sort of drifted from watching his career, I’ve bought all three records he’s released since.
Why? Because, strange as it seems, I feel a connection with him. Not with the team that handles him as a “digital marketing client,” but Pete Freaking Yorn.
Because I don’t go to Twitter to get marketed to. I go there for conversations.
If you’re an artist — or a company or an organization — who is a “digital marketing client,” you’re missing the boat. Sure, you can have people help you learn about social media, assist with a drawing up a digital strategy, but only you can be you. Heck, I bought two albums from the band Vancougar after discovering their tweet about attending a roller derby bout. Authenticity is the currency of social media, and you can’t outsource authenticity.
Look, I’m nobody special, yet I’ve had all kinds of performers follow me (or follow me back) and engage me in conversation. That makes me want to stay connected. To their music. To their brand, to use the marketing term.
I think most agencies struggle in the world of social media because they can’t do authenticity as well as their clients. They can’t converse when they focus on pushing messages. They can find suckers to pay them to tweet … then they spew marketing taglines and no one responds.
Because we don’t talk to taglines.
We don’t talk to entities repping their “digital marketing clients.”
We talk to people. It’s personal. It’s conversational. It’s authentic.
It’s what every performer who wants a presence on social media should be doing … themselves! Personally. Conversationally. And authentically.