This is probably my boldest statement to date but if you’re serious about harnessing the power of the Internet and social media as a classical musician, you absolutely must have a Facebook Page.
Do you think that Facebook is becoming less relevant? Think again…
- Facebook is still the number one social media platform in the world with 2.2 billion monthly active users and over 1 billion daily.
- The United States is the second leading country in the world by total Facebook users (210 million) second only to India (270 million).
- 41% of U.S adults that use Facebook are aged 65+ (a core classical music demographic), which is significantly more than Instagram, the second most popular social platform for this age group.
- Those aged 18-29 still make up the highest demographic on Facebook at 81% of U.S. adults compared to Instagram at 64%.
What about using other social platforms?
I always advocate promoting yourself through other social media platforms but if you’re pushed for time and want to keep things simple, start with Facebook. This platform is still king and should not be underestimated despite its ongoing PR troubles and the mainstream buzz surrounding other platforms.
Here are my three tips to getting started on Facebook:
1. Create a Facebook Page
While you probably have a personal Facebook account with a vast number of “friends” gathered over the years, you still need to create a Facebook Page to serve as a central hub that focuses either on yourself (Brenden Guy, Clarinet), your ensemble (Brenden Guy Quartet) or your project (Brenden Guy Concert Series).
The two main reasons for owning a Facebook Page are as follows:
i) Facebook Page “Fans” and “Followers” consume content differently than your personal Facebook Account “Friends.”
Think of your personal Facebook account as a giant party of people that you’ve known throughout your lifetime. Do you want to be *that* person who talks constantly about work and your various achievements, or constantly tries to sell them concert tickets while everyone else in the room is socializing?
Your Personal Account can be used to spread the word in moderation but it shouldn’t be your platform for frequent and direct business marketing. And like it or not, you are a business!
ii) If you don’t have a Facebook Page, you can’t utilize Facebook Advertising, one of the cheapest and most underpriced advertising tools on the planet.
Which brings me my second top tip for getting started on Facebook...
2. Commit to Facebook Advertising
Marketing efforts must always go where the eyes and ears are and as evidenced in the above statistics, hoards of them are on Facebook.
Facebook Advertising is how you reach those eyes and ears.
It isn’t your answer to everything marketing related, but it’s a big piece of the puzzle. And it’s probably the cheapest one you’ll find. Plus, your money goes further by only targeting and reaching those most likely to be interested in what you have to offer them.
For example, I regularly use a mere $5 on a Facebook Ad to test and try things out. Once I can determine what does and doesn’t resonate with my audience, I increase the budget.
That’s the cost of one Starbucks but with a whole lot more benefit to you than a large mocha with whipped cream (my favorite…).
There is a whole world of marketing opportunities through the Facebook Ad Manager for those that really want to go down the rabbit hole, but for those just starting out with limited time and money, start your advertising journey with a few simple post “boosts”.
And “boosting” brings me to my third and final top tip for getting started on Facebook….
3. Boost your most important and relevant posts.
Facebook continues to evolve and change its algorithms in order to provide the most quality experience for its users.
As a result, there is no guarantee that posts from either your Facebook Profile or Facebook Page will show up to all of your friends or followers.
Because Facebook determines, based on a user’s activity, what is most relevant to them and what they will likely want to see more of. In short, it shows them things that will keep them enjoying themselves and subsequently revisiting Facebook again.
As a new Facebook Page owner, you have your work cut out for you these days. Don’t be dispirited if your posts only garner one or two likes to begin with or barely reach anyone “organically.” This number will only drop over the coming months and years so you need to combine “organic” reach with “paid” reach to actually get people a) aware of you b) interested in you and c) engaging with you.
In Facebook’s eyes, engagement equals relevancy which means Facebook will show you more frequently to those who have expressed interest through their engagement (likes, comments, shares etc.).
I only started my Brenden Guy Media Page in February 2018 and currently have a modest 112 likes. Since I know that a post won’t necessarily reach all of these people organically, I need to put some dollars behind appearing in their News Feed.
It’s easy and simple. All you need to do is post something, click on the “boost” button on the post and then put a small amount of money behind reaching your Page followers. It will show up as a "sponsored" post but if they liked your page in the first place, chances are they'll appreciate seeing your ad.
PRO TIP: “Boost” your posts to “Page Followers and their Friends” because it provides the added opportunity to reach someone in their network that might also be interested in what I offer.
Friends, this is only the iceberg. There is so, so much more I could say but in the interest of quick, actionable advice, these would be my initial recommendations to get the ball rolling.
Let me know how you get on, comment below or email me directly if you have any more specific questions!
And if you found this valuable, please head over to Brenden Guy Media on Facebook and LIKE my page for more tips and advice!