Running a company social media account is similar in some ways to conducting an orchestra.
You may be viewed as a conductor, leading the orchestra so that the symphony that you are performing doesn’t just become a noise. Your job is to bring together all the instruments and provide a solution that connects and engages with the audience.
Your mission is to create harmony that pleases your fans and to make sure that you bring the music to life. All the instruments in this orchestra that you conduct play an integral role to the overall ensemble. If you are missing an instrument or part, then the final performance will flawed and your audience will be left wondering what the piece was about. Just as many visual images play an important part in your social media strategy, leave them out and the crowd will miss much of your overall message.
You have to make sure that everyone in your orchestra is playing the same tune and no one sticks out. Your biggest requirement is to listen to find out exactly what is happening! If you have a trombone or percussion section playing too loud all the time, then your audience will hate it. This has the same effect as just promoting sales messages all the time as you risk losing your audience because they get fed up with the cacophony.
Regularly change your repertoire and experiment to appeal to your influencers as this could be a source of great viral PR. Don’t be afraid to create the new just as Stravinsky did with The Rite of Spring. This piece caused a riot when it was first performed in 1913. Or John Cage’s controversial 4.33. Both these works are now recognised as some of the most influential musical works of the 20th century.
It may be great fun to play in the Facebook Symphony Hall or the Twitter Arena, but don’t forget about the smaller venues. Depending on the piece you are performing there could be a social site especially for your niche. The smaller the venue the less noise there is and there will be more scope to focus on a select audience of followers.
All composers want their vision to be performed and to connect with everyone, but not everyone will be appreciative of the work. You may have players that occasionally make a mistake or play wrong notes. Be aware that negativity and criticism can come from anywhere so be prepared to deal with this in an effective respectful, but direct manner. If you’re a composer yourself don’t just leave work unpublished in a draw. If you don’t promote your music in the public arena then all your work will just fall on deaf ears.
If your audience like what they’re hearing then they will come back for more. They will get to trust and respect your orchestra so your conducting and reputation will grow.
Adrian Snood, Social Media Manager conducts the social media symphony
