Social Media

Facebook is The Beatles of the 21st century. It's everywhere, it's getting bigger, and it's not going away. Sharp independent A&R's realize this and capitalize on it.

As a A&R, you know, as Bob Burg so famously says, "All things being equal, people do business with and refer business to people they know, like, and trust." Facebook enables us to create "know/like/trust" relationships with Artists, clients, and referral sources in ways that even a few years ago would have amazed us.

Here are some things to keep in mind as you're using Facebook in your sales efforts:

• Your Wall is the place to build a sense of community with your clients and where you should be interacting with them in a "non-salesy" manner.
• Use Facebook Ads to reach a very targeted demographic of potential artists.
• You can create ads that only target your existing fans, and the number one reason people become fans is to take advantage of promotional offers.

Many A&R's in my audiences are asking when and how frequently they should be posting. They're already very busy and don't want the additional burden of having to become a 24/7/365 social-media maven. The good news is that, just like in real life, no one wants to be inundated with a barrage of information. Post once a day or once every other day. That's enough.

Remember that most people are checking Facebook after work, so schedule your posts for the early evening and weekends. People will be more relaxed at those times and more receptive to your messages.

As you're thinking of the type of content to post, keep in mind topics that are popular, in the news, and at first may appear to have no relation to your business. When you figure out a way to mention these topics in your posts, it drives more engagement from your fans.

Think of your Facebook posts as kind of like your sales funnel. It's wide at the top, and you should be posting things that a large number of people may find interest in. Folks "like" your page, and over time you're looking to move them through the pipeline by posting a mix of broad messages and also specific, targeted information that your ideal clients will find valuable. In this manner, you're constantly bringing new people into your community and also adding more value to existing fans.

Above all, have fun. Seriously. No one has the Rosetta Stone on social media. The irony is that social media isn't about technology; it's about sociology. A&Rs who realize that adults are just big kids, hairy legs who just want to be happy can deliver value to their prospects and referral sources.

Facebook is allowing us to connect and interconnect in wonderful ways. What goes around comes around. At the speed of light. Literally. Seek to be a value generator in everything you do, and in a more-and-more-interconnected, overcaffeinated, hypercompetitive, Mach-5-with-your-receding-hairline-on-fire world, that pay-it-forward spirit will serve you well.