Yes, we've all heard of MySpace by now and many productions already have one. But, it's not just having a MySpace set-up that encompasses a social networking marketing strategy. Nor, is running an online banner advertising campaign on MySpace (or other social networking sites) the answer to engaging the powers of social networking.
It's much more than that.
Social networking involves engaging online users. It involves opening and entering online communities with like-minded people or those that would most likely want to learn more about your brand. It involves giving users unique, viral content and giving them a reason to return.
In short, like any successful community, you need to give in order to receive. This could be a blog from cast members, behind-the-scenes video, audio snippets, live chat with fans, etc. The key is to keep it new and fresh.
Simply creating a MySpace and not having a maintenance strategy is not only a waste of time - but, can actually hurt your brand by looking stale and boring. Remember, in the MySpace world, both good and bad comments can flow freely.
Is MySpace right for everyone? NO. It certainly skews a bit younger which is not the typical Broadway theater going audience. But, for productions actively seeking to engage a younger audience, MySpace could be an essential component of your online strategy.
Here is a list of best practices from Clickz writer Mark Kingdon that you should consider before jumping into the MySpace world.
- Know your brand. Take stock before you jump in. Social networks are built by users who post profiles, connect with one another, and communicate actively.
- Get ready for a wild ride. When you jump into a social network, you jump into a community in which individuals produce the content and are largely uncensored.
- Respect the community. It's a club and you don't really belong. Most social networks aren't about advertising or commerce per se.
- Don't advertise. Connect and engage instead. Sure, you'll see banner ads on social networking sites, but that's not a particularly powerful way to leverage the network's strength.
- The network effect is real... and fast. Use it, or get out of its way.
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