What can marketers do to ensure that fans engage with them instead of hiding their content?

1) Focus fan acquisition efforts on quality fans rather than quantity fans. 

Identify your ideal fans-–those are the folks who will truly engage with you because they love your product and your brand. Accept that a portion of your existing fans may no longer be interested in what you have to say, and don’t get frustrated if your unsubscribe rates are temporarily higher than this average of 2%. It may just mean that you need a different set of fans, not a new content strategy.

2) Stay on-topic with your content. 

Even the most loyal fan will leave after reading 10 off-topic posts in a row. Be humble enough to admit you don’t always know what your fans want to read—so ask what they want to see. Whether you run a poll or simply pose a question, it’s worth doing this at least once a quarter. Once you receive the feedback ensure you act on it, and adjust your content strategy according to those findings.

In addition, track your metrics very closely to see which posts not only are getting the most engagement, but the most organic virality. Those are the topics that resonate.

3) Match your fans’ expectations for posting frequency.

How to time your Facebook posts to reach the most fans is a perennially popular topic, but just like an email list, it’s easy to wear out your fans, even with good content. My recommendation is post once a day. If you have an event that offers a lot of good information, go for several times a day for several days of the event, but not more than that.

4) Tweak your copy so it’s recognizably your brand voice. 

Sometimes the problem isn’t that the content is off-topic, but that it’s off-voice. Your brand has a unique voice which your fans know and appreciate, so make sure your posts are phrased in a way your customers expect. And don’t forget that you are human, so write like a human, not like a PR professional.

5) Experiment. 

Finally, don’t be afraid to try new content, new format, and new approaches. You might be surprised what types of posts your fans might react to in the most positive way. The key with experimentation is not just trying new things, but measuring the results and adjusting in real time.

“We have happily assimilated ourselves to a way of life that provides us with regular and constant distraction.”

I work in an industry where staying on top of my email and occasional check-ins on social media are quite important. Yet, everyday, I carve out time in my day - the hours that I’m known to be most productive in a creative capacity - and I stay far away from social media - even my phone and email. I imagine for artists this window should be left open much longer, but the ultimate point is not to get sucked into the storm of distractions. 

Disconnect, I promise you when you come back, it will all be waiting there for you like you never left. You might even find you don’t need to come back to it at all!

In a recent article featured on HipHopDX, The Company Man discusses viable alternatives to the major label system & a new era in Hip-Hop!

“The Indie Era,” designated FuseTV host, Esteban Serrano: “I think that now more so than ever, Independent Hip Hop is taking the front stage. Maybe it’s because labels can’t get it right. Maybe it’s because they’re fighting with the new technology instead of embracing it…It’s a really different world now, and the indie’s are winning because they can be financially wealthy out of their trunk; out of their crib. They can be doing everything on a big level. The Indie’s are the new majors now.”

The Company Man adds, “Anyone with an Apple product essentially has their own DIY artist starter kit. Record, upload, share, and you too can be Soulja Boy. Rather than strictly terrestrial radio airplay and national television exposure, massive followings are regularly amassed through Facebook, Twitter, YouTube, and however Pinterest works.” — More via TCM at HipHopDX

Are we so connected that we are in danger of being disconnected? Or…with all our Facebook friends, Twitter followers, Tumblrs, Geo-Tracking, and various other social platforms - can we actually see an increase in offline interaction as a result?

Seeing the massive turnout for #OWS, it was more clear than ever the internet’s ability to spread a shared-message and create a movement of people that converge in physical (offline) locations. 

If our biological nature is to be connected to a tribe, then an individual existence online craves more than that online connection.

It’s not too late to be a leader & find ways to connect people - even offline … in fact, now could be the best time…