Social media is a good tool for reaching out to fans, but there is a right way, and a wrong way to do it. Here are the suicidal mistakes that I have noticed Kenyan artists make with their social media profiles:
Mistake 1. Joining a social network for the sake of presence:
There are a few artists who join a social network because of peer pressure from other artists. You search their profile on Twitter, or Facebook and are glad to find only to discover an unattended, empty profile.
Solution: Understand that a social media requires a time commitment. You must take the time to fill out your profile in detail, and consistently update your fans on what you are doing currently.
A good example: Stella Mwangi, who’s Twitter account is verified, and she updates people on what she’s doing in the studio.
Mistake 2: Connecting your Twitter account to all your social media accounts
Twitter is the most open social network around. This openness gives people the ability to automatically share their Twitter updates on their Facebook profile, LinkedIn profile and so on. The temptation for artists might be to lighten their social media workload by simply connecting, say their Twitter account to their Facebook account, such that their Twitter udpates appear as status updates on Facebook.
As lucrative as this sounds at first, this is a surefire way of alienating your Facebook fans, because Twitter has a very unique language and style. It does not make sense for a Facebook fan to see a ‘retweet’ on their profile, or a ‘hashtag.’
Solution: If you must have multiple social media profiles, take the time to update both of them separately. However, some artists’ circumstances don’t allow them to spend too much time on social media. It is perfectly reasonable for these artists to pick the social network that works best for them, and focus their energies on that one.
A good example: Nonini, who has a Facebook profile, page, group, Twitter page, YouTube channel, and Reverb Radio but takes the time to update them each with their own different status.
Mistake 3: Spamming all your friends on Facebook with a link to your latest song
Before a new song gets traction, some Kenyan artists, both underground and established, tend to worry a bit, and post a YouTube/ Reverbnation link on nearly all their 3,000 friends’ profiles, telling them, “CHECK OUT MY NEW SONG.”
Solution: Promotion of a new song is a must, but the way Facebook works, if you just posted your song on your status every now and then, it would reach a significant number of your fans eventually. If you must post on individual profiles, post on influential people’s profiles.
A good example: Jua Cali, who when his new song ‘Baba Yao’ came out, he managed to restrain himself in terms of how much he linked to his song on Facebook.