Posted by Ann Bernard

The premise and success behind properly leveraging social media isn’t in the technology…it’s in the communication and engagement that takes place because of the technology.

Corporations, organizations, small to large businesses, government agencies, and non-profits are embracing social media in order to find out what their customers want, to find ways to better serve their customers and to participate in the conversation that’s taking place about them.

The web has changed things…people don’t want to be spoken to, they want to be engaged in a conversation with.

Is Being Idolized Enough?!?
Interestingly enough, some bigger acts think they can afford to not communicate with their fans and they also think they can afford to blow them off. 

Exhibit A Lil Wayne:  Lil Wayne not only cancelled a few of his shows (Raleigh, NC and Atlantic City, NJ) but he also simply didn’t show up to two other shows leaving Ludacris and Jay-z hanging in the last few months. The record-selling breaking Rapper didn’t apologize for his disregard to his fans, fellow artists or record label.

Some fans commented that they think Lil Wayne (Weezy) has earned the rights to do behave this way…while others were clearly upset.

Entertainers are idolized in the American culture…they sometimes behave, act and do things that frankly other people (organizations) don’t get away with doing.  A business does not survive endless bad customer service.

Are you counting on your fans idolizing you simply based on your talent?

How long do you think that can last?

The Buck Stopped for Them
Big companies used to think they were too big to be impacted by consumer reviews and conversations online…but they quickly came to realize that was a fallacy and false sense of security. They needed to engage online and not just engage, but communicate with their clients and customers.

You fans are your customers.  Much like any industry and company…your art/product has competition.  Your fans don’t have to spend their hard earn money on you – they can go spend it on someone who engages with them and provides them more of what they’re looking for – a greater sense of connection.

In my opinion, entertainers have been to some extent sheltered from any significant backlash from fans online…I don’t think that will last forever.  Probably the most “targeted entertainers” in the industry are athletes… 

Not a Big Star Yet
Even if you don’t agree with me and you believe that big rock stars, rappers, movie stars, athletes, and other entertainers making millions will keep being able to get away with what they’ve always done…where does that leave you? 

Do you Really Think you Can Afford to not Communicate With Your Fans? 

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