Doing A Whole Lot Of Nothing

Twitter, Facebook and all these other outlets are great ways to reach your audience. But there are limitations. And without a smart strategy, they can become black holes, sucking up all your time and energy. I know people who seem to spend hours a day on Twitter and Facebook, responding to followers, trying to be witty and desperately trying to hit 1,000 or 10,000 or even 100,000 followers. Bless their hearts, they think they're working. And, in a sense, they are. But, in most cases, they are just treading water -- working their asses off and getting nowhere. Like good press, a Twitter or Facebook or email following is not an end in itself. It's a means, an opportunity. And if you don't have a plan for how to activate those followers in some way, then you are just wasting your time. That's why you need a healthy balance of content and promotions.

It's easy to get wrapped up in all the crap. To feel like you're doing something when you aren't actually getting anything accomplished. But eventually that futility will end up killing your good intentions because you can only do something for so long with nothing to show for it. You give up. I understand that not everything has a direct, obvious and measurable return. Ultimately, however, it is a business. And that means that - AT SOME POINT - you need to sell records or tickets or something. With that in mind, here five guidelines for smarter use of your time online:

1. Have reasonable expectations, but ALWAYS have expectations and goals. 2. Create a balance of content and promotions. 3. Set guidelines for what and how often you post. 4. Keep perspective. Don't become a slave to the numbers. 5. Don't ever forget that making music/art is the first priority.