We are buried in data. A recent PBS film on Big Data asserts “If you live in a major city, you’re expected to use as much data in a single day, as your 15th-century ancestors encountered during their ENTIRE LIFETIME! (emphasis added)
That is a staggering assertion. And maybe it helps explain why I can’t figure out how iTunes works. Even though I’m somewhat of a tech junky, and have been working at it for years, I still don’t have anything close to a handle on how to move tunes in and out of my computer, phone, and other devices. Same goes for pictures. Both are organizational nightmares, no matter which computer world you operate in.
The same holds true for online marketing. As many of you know, I’ve also enjoyed a long and successful career in the music industry, in addition to my endeavors in the legal realm. From Chuck Berry, to Bo Diddley, Muddy Waters, Bob Seeley and Arthur Migliazza I’ve had opportunities to work with some of the most remarkable music talent of our time. But marketing landscape in general, and specifically with respect to the music industry, has changed quite considerably since the Steve Jobs phenomenon, and is now totally exploded.
The SEO universe is not understandable to a normal human. From “Likes” to “Retweets” to “Posts”, there is huge and ever changing learning-curve to understanding how these terms are relevant to an act’s end-goal: SELLING MUSIC, MERCHANDISE AND TICKETS! Years ago, we started on MySpace – like many others – hoping to magnify our traditional promoters’ efforts through online means. This near-obsolete platform was used by many in the music world. But MySpace was eventually overshadowed by FaceBook, Twitter, Instagram, Youtube and many others in the social-media realm, and in the music industry by a myriad of other websites, all offering to help musicians bridge the gap between conventional and newage marketing channels. The explosion of both social media sites and other on line marketing apps is overwhelming.
Inevitable and vexing organizational problems that come with interacting via dozens of “online marketing platforms” soon arose, and the army of interns I’d charged with the task of managing our group’s presence online, became difficult to coordinate. Eventually, I chose to consolidate these efforts under the guidance of a single, highly-skilled individual. At present, our in-house Digital Media Manager (DMM) is managing our online presence on nearly 100 different social media platforms, all catering to different market-niche’s and serving different functions! While some investment was required (http://boostlikes.com/blog/2016/08/hire-facebook-ads-manager), having a single point-of-contact has made these matters slightly more manageable.
Even with a single, dedicated professional handling this work-load, there are still only 24 hours in any given day, and I realize he has to sleep once in awhile. In exploring ways to increase the effectiveness of his efforts, our DMM stumbled upon a new company called BoostLikes, which offers to help increase your social-media following for a seemingly competitive rate. While we’re just now trying out their service, (while exploring many others) I’m curious to see what impact an increased number of “FaceBook Likes” will have on our bottom-line, end objective: ticket sales!
Meanwhile, I’m sticking to my basic philosophy: Nobody knows anything. Including me.