Suppliers on Social Networking Sites

January 10, 2009

Social networking sites like MySpace and Facebook are seemingly increasingly used for more than pure social networking. Many MI manufacturers and suppliers are using these forums to connect with musicians, show off products, promote their roster of artists, and more.

MMR conducted this exclusive survey and the response was overwhelming. With two-thirds of those surveyed saying they have a MySpace page, and another third saying they will have one soon or eventually, it appears that social networking has been deemed an important tool for those who make and distribute MI products.

MySpace is currently the social networking site of choice, though many seem to have a presence on both MySpace and Facebook. Also interesting is that many jumped on this bandwagon early – most have had accounts for over three years.

Comments from the MMR Social Networking Survey

“It’s good for keeping in touch.”
— Josh Vittek, Vittek & Associates

“People can build their own closed social networking site for free at ning.com. It allows for a much closer control of who can and can’t join and gives a ton of features for free. We use it with 800-plus Little Kids Rock teachers across the country and it’s awesome.”
— David Wish, Little Kids Rock

“It’s great for creating a buzz. [But] this is unexplored and unexploited territory. Refinement will be a hit or miss process forever evolving.”
— Peter Bellak, Intime Design

“We also use it to promote new music from endorsing artists. This helps the artist, which in turn makes them want to do more for us.”
— Steve Simmons, Colorado Case Company

“Seems like a great opportunity to reach out to the world at a low cost.”
— Ron Larcombe, Power Group Ltd.

“Through our company’s MySpace account, I was able to get in touch with trumpet artist Kiku Collins, and we were able to start a great relationship. It has been fruitful for the both of us.”
— Brett Getzen, Getzen Company

“I have no interest in this form of media communications, but will always be open to new vehicles available for getting our products’ story out in the marketplace.”
— Peter LaPlaca, PJLA Music Sales/Marketing

“I’m still figuring out whether it would benefit us. We are definitely a niche company offering an unusual product.”
— Michael McGuire, Diversified Case Company

“There’s too much noise out there already.”
— Peter Janis, Radial Engineering LTD

“We use it for the freaking fun of it! It is great for more than just business, but for human interaction as well.”
— Pierre Erizias, Erizias Basses

“I do not have a favorable opinion of online social networking.”
— Jenny Hall, Hall Crystal Flutes

“It gives people a more personal/raw view of our company.”
— Daniel Kushner, MONO

“We use MySpace essentially as a place where our artists and the average drummers can have a venue to discuss our products, help each other, and stay in touch. Plus it allows us to post ads with our artists that have run in magazines in a space where they can be seen all the time instead of just when the magazine is out.”
— Lorrie Landry, Pintech USA

“I find [social networking sites] to be a waste of time.”
— Roger Sadowsky, Sadowsky Guitars

“Why no discussion of YouTube, LinkedIn, or other more focused musician forums, like KVR or homnox?”
— Timothy Self, Propellerhead Software

“We’re currently building street teams based on social networking sites for further promotion within our community of users.”
— Jessica Murillo, Daisy Rock Guitars

Yamaha on Facebook

“To date, we’ve been experimenting mostly with Facebook,” says Kurt Witt, marketing manager, Yamaha Winds. “There are two basic reasons that Facebook seems to make the most sense for us at the moment: First the layout is clean and simple compared to MySpace, and allows for a much clearer message. Second, Facebook allows for creation of additional applications to take our Yamaha message to people who are nearly impossible to reach any other way. Finally, much of the school music community is already on Facebook.”

Other considerations, like that the advertising and demographic information is better on Facebook, has made it a better fit for Yamaha winds. But it doesn’t mean that Yamaha is folding up their main site …

“While social networks won’t take the place of a company branded Web site, it’s necessary to take a look at how to take the company to the people,” he says. “For many in the music industry there isn’t much of a line between the professional and personal life. We’re all involved in music, our friends are involved in music and our colleagues are involved in music. Facebook allows that personal and professional life to exist much in the same space.”

It’s not a simple act, however. Time and a strategy are necessary to do it right. Just making a Facebook group or creating a profile doesn’t get anyone (or any company) anywhere. For Yamaha, it has to fit in with other marketing activity, and there must be a way to judge if it’s ultimately worth the investment. Other issues are involved, like monitoring in appropriate or inaccurate information – yet, he points out, that’s not exclusive to social networking sites. “That is happening whether we have a Facebook page or not, both online and offline. At least this way we have a chance to see what is being discussed and have a change to get the right information to the community.”

Finally, Witt sees a number of ways that retailers can use these sites to connect with their local community. “The advert demographics are amazing and allow you to select people that match a specific criteria in your local area that see your advertising message,” he says. “Imagine if a retail music store in the Chicago suburbs could target high school trumpet players that are interested in jazz band or college students at the local university who play clarinet. At least with Facebook you can drill down that deep with your targeted audience – and it’s reasonably cost effective too.”

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