With over 200 million albums sold, 18 #1 Billboard Hot 100 hits (the most of any solo artist in history including 17 that she co-wrote), and a career that spans nearly 25 years, Mariah Carey is unquestionably a very successful musician. As a singer and a songwriter, she has been a strong player in the music industry for decades. What does this have to do with social media? Everything!
You see, Mariah also knows a thing or two about social media as made evident by the lyrics of some of her best songs. Read on for six social media lessons we can learn from the music of Mariah Carey.
1. “Even though I try, I can’t let go…” (Can’t Let Go, Emotions)
It is often hard for brands to let go of the fact that on social media it’s not all about you. The natural thing for those running a brand’s social media accounts is to use it in the same way that they use it personally. While you want to mirror the genuine nature of personal usage, your brand is not a person. You know it and so do your fans. Be human in how you talk with your fans, but make sure that you put more of a focus on your fan’s lifestyle and how you brand supports that.
2. “Talking sweet and looking fine, I get kind of hectic inside…” (Fantasy, Daydream)
These days, content is king on social media. It’s no longer enough to simply have a presence; you must put out content that adds value to the timelines and news feeds of your audience. Keep your content fresh, relevant, and timely to make sure that your audience stays engaged.
3. “Just hold on, there will be tomorrow and in time, you’ll find the way” (Hero, Music Box)
Playing it safe on social media is the wrong idea. While it is important to make sure your brand is properly represented, you also have to remember that social media is constantly changing. If you don’t grow and adapt with it, your brand may quickly seem out of touch and irrelevant. Additionally, social media is a great place to test different approaches and content that may not work in other marketing mediums (within reason of course). You can’t be afraid of making missteps or mistakes as you grow your brand’s social media presence. With most mistakes or missteps on social media, you are able to Shake it Off (bonus one for you) in time.
4. “I was like, why are you so obsessed with me?” (Obsessed, Memoirs of an Imperfect Angel)
That is exactly what your brand will ask you if your content is solely (or even primarily) focused on your product, your brand, and how great they are. As discussed earlier in this blog, social media is not one-way communication, nor is it a digital billboard for you to talk at your audience. Focus on their lifestyle, the things they like to do, and what they discuss. Use these topics to also show how your brand supports the lifestyle and adds value to the lives of your consumers.
5. “It’ll linger on. Time can’t erase a feeling this strong. No way, you’re never gonna shake me – ooh darling, ’cause you’ll always be my baby” (Always Be My Baby, Daydream)
With your presence on social media, one of the ongoing goals should be to develop and strengthen relationships with your audience (e.g. your fans, followers, and consumers). You want to foster such a positive relationship that you create brand ambassadors among this group who then will help spread your message to their communities, all while attaching their credibility among family and friends to your brand. With strong, positive interactions among your community, retention of customers becomes a bit easier as their affinity toward your brand grows.
6. “When it’s for real, it’s forever so don’t forget about us” (Don’t Forget About Us, The Emancipation of Mimi)
Once you’ve built your presence and have great relationships with your fans, don’t let that slip. It can be very easy to become complacent when fans are interacting with you regularly and your content is resonating consistently. Attention span on social media can be a very fickle thing so you always want to make sure you keep it fresh and exciting for your fans. Continuously give them something to sink their teeth into and something that keeps them anticipating more from you. Reward your loyal fans with various giveaways, sweepstakes, and other opportunities that demonstrate your brand’s appreciation for their dedication.
These tips from Mariah can greatly help you establish, strengthen, and solidify your social media presence. Don’t be afraid to try something new, fail at a few things, and learn as you work through it. The beauty of social media is that it allows for (and almost encourages) trial and error. It’s the perfect place to get a sense for your brand from the viewpoint of your audience, your consumers.
When it comes to social media, it’s like Mariah says… We Belong Together.