5 Ways to Use Facebook and MySpace to Attract Clientele

The challenge of all new media is to not use them like the old media.  With social media (Facebook, MySpace, YouTube), we are moving to an era of use. When we first started using social media to promote events, we simply posted events and hoped the word would spread, taking advantage of the number of visitors to sites like MySpace and Facebook.  Then there was the “customize your MySpace” page era which was integrating a company presence into a site and a community. The companies taking such great advantage of MySpace right now are the best examples (Mansion, Prive Las Vegas).

The next wave, though, the one we are entering into, fundamentally shifts the way venues and artists use social media sites’ tools to communicate with their customers.

Currently, most venues use social media tools in many of the same ways they use their e-mail lists: sending out mass communications to everyone. But there are some absolutely remarkable communication tools built into sites like Facebook that allow you to reach out and interact in ways that are so new there aren’t even metrics for them.

Below are five ways to communicate with your customers via social media in ways built around the nature of the networks: direct connections with real people.

1.    Say Thank You

If you have a group on Facebook, and are inviting people to follow you, be sure to say THANK YOU. To make things even better, you should actually pay attention to what they are doing. If they write something you feel you (or your venue) can respond to in a relevant way, then definitely do it. Practice restraint, of course. If you are a Miami Nightclub and the person you’re following says something about coming down to Miami, you can say something. If they say something about their daughter’s flute lesson, best to keep quiet.

 

2.    Tag Content

Tags are words added to items posted online that help organize content. Two of the most frequently tagged items are photos and videos. The reason is obvious: getting a computer to know the content of a photo or video is hard. Humans are better and more efficient at the task, and tags leverage that. When you post up a piece of content — say a photo to Facebook — you can add tags to it. Naturally, you should add tags that describe what it is (such as the product name), but you can also add tags you think would appeal to communities or interests. These can even be the names of communities or groups that you would like to see the content. The tag will be captured by search engines and make the content more findable.

 

3.    Tag People

On Facebook, you can tag people inside of Notes, Photos, and Videos. That is, if you write a Note that mentions me, and you and I are connected, you can tag the Note “Alex Miranda.” If that happens, I get a notification, as does everyone who is connected to me. That’s pretty powerful. If you have an asset and a relationship, as a brand you can take advantage of this. Let’s say you had Paris Hilton host an event at your venue and took some pictures. You can post those pictures and tag the people in them. This tactic is very powerful but definitely needs to be practiced with caution. Make sure the tagged person will be happy to know she’s been tagged.

 

4.    Post Events

Events are at the heart of marketing and advertising. Happy hours, launch parties, fashion shows, celebrity events, and new venue openings fill up event calendars for followers. Post these events in public calendars on regular social networks as well as on sites like Upcoming and Evite. The cool thing about this is that when people decide to attend (either by actually showing up somewhere or just deciding to attend an event), that support is then broadcast to their whole network.

 

5.    Post Content in Their Space

Similar to tagging someone, if you have an asset and a relationship, you can do something remarkable. Let’s say you have the first pictures of the remodeled venue. You can post it on your own site and get lots of traffic, of course. You could also post that photo on the wall of your biggest fan’s page on Facebook or MySpace. That way, you not only distribute the content but also strengthen a relationship. Again, this is the sort of tactic you must be very confident about engaging in.

 

Social media is, at its heart, about relationships and assets. These five ways offer approaches to leverage both of those elements in social media.

I look forward to your comments.

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