I’ve always been a lover of music, and a guitar player for a number of years. Often, I find that it’s easy for me to think of various concepts like I would think about music or an instrument. And as I sat down with my six-string after work the other day, I stumbled upon a bit of a personal revelation: great guitar playing, and a great social media campaign aren’t all that different. Alright; maybe I’m being a little bit of a guitar geek, but many of the qualities that make up amazing guitar playing can translate to a successful social presence for a brand.
Quality over quantity – It’s not about the number of notes you play, but about playing the right notes. I like to think of David Gilmour of Pink Floyd in these instances. He was never the fastest player out there, but he always picked the right notes at the right time, and he really made his guitar sing. Likewise, with your brand’s social media endeavors, the same idea can apply. Don’t try to overload your followers with a constant barrage of posts, tweets, pins, etc. It lowers the value of each individual item, and you’ll lose a follower’s attention. Instead, pick the right content to engage your audience, give it room to breathe, and they’ll have a much more memorable interaction with your content.
Don’t clash with the band – Even when in solo mode, a guitarist has to be thinking about the band and music happening around him. Everything he plays has to flow with the key, rhythm, and mood of the song. If he doesn’t jibe with the band, his guitar playing will end up sounding out of place, and perhaps even sound bad. When working with one of brand’s social media platforms, remember that it’s not the only member of the band. Make sure what you are doing is in harmony with your other social media outlets, your website, as well as the image and goals of your brand beyond the digital realm. Having a concerted effort across all extensions of your brand will get you rocking like The Beatles in the late 60’s.
Find your voice – The biggest difference between a good guitar player and a great guitar player is that the greatest guitar players all have a unique “voice” in their playing. It only takes hearing a couple of notes to realize that you are listening to Jimi Hendrix or Steve Vai. These legendary players spent years developing their own style that shines through in everything they’ve done. The same should go for your brand. Use your brand’s existing image and philosophy to build a tone and personality that is used consistently through social media, blog posts, and other media. Think about your audience and what kind of persona they would want to interact with in your industry. The more you work to hone in this voice, the more recognizable and stronger your brand will be.