December 1, 2014
By: Catrina Lang @trinalang13
Becoming a member of The Tempo Tantrums, an all female a Capella group here on campus has been one of the best and most unique experiences I’ve had in college so far. Making pop music come to life with nothing but our voices is a challenging but rewarding task. Throughout my first two years with the group, I’ve learned a lot about different musical elements such as tone, pitch and harmony. What I’ve come to realize is that many of the same tools that we use to create beautiful music can also be applied to craft and implement successful social media strategies.
- Tone. In music, a tone can be described as a “steady, periodic sound”. Before creating a successful social media strategy, you must first figure out your brand’s tone on social media. This tone should be steady and consistent so as not to confuse the audience or potential customer. The tone should be a positive representation of your brand. Brands can consistently choose to adopt a humorous, professional, fun, educational, or various other types tone throughout all of their social media outlets. The key is keeping it consistent.
- Harmony. Constructing harmonies is one of the most important things to focus on when singing a Capella music. Each voice part is singing different notes, but they all come together to form chords that sound like a cohesive whole. This is important to keep in mind when using multiple different social media platforms as well. Even though each platform presents unique opportunities (such as tweets versus Instagram photos), it’s important to keep in mind the consistency of the brand that you are trying to portray. As long as you keep in mind the goal of the brand when utilizing different platforms, you can successfully use each different platform to get across the same brand message for your client.
- Audience. One of the most important elements of performing is keeping in mind your audience, and how to best connect with them in different situations. When my group is presented with a potential gig, we have to decide which songs to sing, what to wear, etc. to best relate with the client, while still keeping our own personal brand in mind. For example, we will choose different songs, attire, and introductions for a gig at a nursing home than we would for a gig at a coffee shop. Keeping in mind your target audience when you launch a new social media outlet or campaign will help you connect with your audience on a deeper level overall. Some questions to ask yourself could include:
- What kind of perceptions does my audience already have of the brand?
- What are some aspects of the brand that would best appeal to a particular audience?
- How does the targeted audience currently use social media?
Gathering the data and information to answer these questions will help you create the best social media strategy that keeps both your targeted audience and your own personal brand in mind.
When creating a social media strategy, keep in mind the tone, audience and harmony of your social media outlets – in the end it will greatly increase the impact of your brand. I have learned by performing with The Tempo Tantrums that giving your audience what they want while maintaining your personal image and brand with help you hit all of the right notes.