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Social Media – Not Just for the Big Guns

Yes, we all know that Justin Bieber and Lady Gaga rule the online world with their millions of Twitter followers and (Gaga) 1 billion YouTube views. These artists are not just musically talented, but obviously digitally savvy (or have a savvy digital agency), and social media has played a critical role in enhancing their online awareness.

It’s not new that bands and promoters have been using social media as a way to connect with fans and extend awareness. But now, more and more, we are seeing ‘Do it Yourself’ fame strategies. Just look at the British rock-band Arctic Monkeys, it was one of the first groups to become famous via social networking sites.

In the last few months, a band, named, Karmin has caught my attention for the savvy social strategies. I first heard of the band (via word-of-mouth) from my piano teacher, who studied with the band members at the Berklee School of Music. He showed me their cover video of Chris Brown’s “Look at Me Now”, which was starting to get some traction on YouTube. Their version had its own unique flare and I found myself instantly liking them. I was genuinely interested in following them, looking forward to their next cover so I “liked” their Facebook page, and began following them on Twitter. In a short time they built a strong network of fans online and landed a guest spot on the Ellen DeGeneres show and as a result the band’s YouTube views exploded to 3 million hits.

So what is it about Karmin that make them so likeable, now with their 205,000+ Facebook ‘likes’, and 50,000+ Twitter followers? Yes, I know, their following pales in comparison to the millions that follow Lady Gaga and Bieber, but the point is they capitalized on some of the viral marketing strategies that eventually got them the record deal.

  • They have a great back story.
  • They know how to “hook” their audience.
  • They consistently create “new” content, even if it’s another cover, or a curling-iron, hair tutorial. Seriously. They know how to bring people into their world.
  • They connect with their audience and worship their fans, always remembering to thank them for their support. In return, their fans evangelize them.

Social media success is not just for the big guns, because when used wisely, it can benefit even the underdogs. Oh, and I guess it doesn’t hurt that Karmin (Amy and Nick) are such a cute couple. Go on, it’s okay, check out their “Look at Me Now” cover. I’d like to know what you think so leave a comment if you like them.

Tags : social media

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