I’ll keep this short. I promise.
If you’ve read all of the other posts in this series, I thank you for your time and attention. I know it was a lot to sift through to get to all of the salient points. Some of my conclusions around the stats I laid out for the social media accounts of the TV show ‘The 100’ were linked directly to those numbers. Other conclusions were far more experiential and anecdotal, with little empirical evidence to support them. You may feel that some of my conclusions are wrong. That would be fine with me. In fact, I would love to be proved wrong about many of the things I discovered, if only to better understand the reality.
Here’s the sum of my conclusions into one, big picture.
Today, no matter what creative enterprise you are involved in, whether it is film, tv, music, novels or comics, and no matter your role — producer, writer, artist, actor, director, musician, etc there is a minimum level of social media presence required to help sell your product. For some, it could be as small as a Facebook page. For others, it may require a lot of fan engagement on as many platforms as is reasonable to manage and with multiple accounts. The trick is figuring out just how much of a presence you want, but more importantly, how much you need.
A lot of creators would probably prefer to go back to how things used to operate: I make a thing, I sell the thing. Lather. Rinse. Repeat. No audience interaction. No hawking your wares on social media. But that is not the world we live in anymore.
Today, people can praise or pan your art with the click of a mouse. The mixed blessing of the ‘like/dislike’ — the knee-jerk binary decision process of what is objectively ‘good’ or ‘bad.’ But art is far from objective. We all have different opinions about even the definition of art. Most would define TV as mostly commerce…but what about shows that look more like independent films (something generally acknowledged as artistic) than big-budget blockbusters, (which many people consider artless)? The forms themselves are the art, yet the quality or impact of that art is purely relative.
You could let the audience just decide and stay out of it. Sure, that’s certainly a choice. But it’s a choice with consequences. Audiences want to interact with the creators of the things they like. In forging a relationship, even a tenuous one with those creators, they are more likely and willing to consume more of their content. If you decide to shut out the conversation, you risk alienating an audience that is getting that interaction elsewhere. You risk being made irrelevant.
That might seem extreme, and I certainly don’t think it applies to everyone — there are certain hermetic artists who will always be able to operate in their bubble because they are just THAT GOOD. Most of us will have to do what we can to stay in the game and keep building an audience for our work. You have to be in charge of your own fan club.
Social Media may morph into something else one day…it’s hard to even imagine what it will be. But now that it is here and fully entrenched in our lives, we must accept the reality that fandom thrives in the social construct. One can exist as a fan in isolation, but the fan will always want to share their experience with someone else, and as long as that desire exists, people will gravitate to social media to find their peers and enjoy the content together. As a creator, you have an opportunity to help guide the discussion about your art. All it takes is a willingness to participate and take the good with the bad.
And, there is bad. There are certainly people who exist only to broadcast hate for art that others love. I’ve no conclusions about these people, because I didn’t want to dwell on them, but they are out there. They are the ones who generate noise in an attempt to interfere with the signal and drown it out. Learning to navigate around these people takes time, but can be done, particularly if you can identify where the boundaries of your interaction are and stick to them. The second you step over your own boundaries, prepare for them to smell it, like a weakness to be exploited. The best thing to do is to identify who is being critical but in a way that is reasonable and even beneficial and who is just spewing hatred. The haters must be muted — you cannot allow yourself to be drawn into unwinnable battles with these forces.
Overcoming that, you’ll find that the majority of your fans are wonderfully positive people, who will bring you joy when you are experiencing darkness, and find meaning in your work that you perhaps even missed. Interacting with them can bring a great deal of satisfaction, both for you and the fans. So, why deny yourself that?
I hope those of you who find yourselves in positions which require you to interact with fans on a regular basis are able to draw from my lessons to develop a sound strategy for your social media presence. There is on ‘one size fits all’ solution, but trial and error will help you identify the right strategy for you.
Thanks, once again for visiting my blog and reading this series of posts. I hope to keep the blog going awhile, but if you are interested in me as a writer, there are plenty of archives here from the past 11 years to keep you busy until my next bout of revelations or drivel.
This post was written by Shawna on February 18, 2015