In her recent post on Tumblr, Taylor Swift practiced an excellent use of social media, particularly Tumblr. She began the post with a headline of “To Apple, Love Taylor.” She continued, “I write this to explain why I will be holding back my album, 1989, from the new streaming service. I feel this deserves an explanation because Apple has been and will continue to be one of my best partners in selling music and creating ways for me to connect with my fans. I respect the company and the truly ingenious minds that have created a legacy based on innovation and pushing the right boundaries.”
Taylor further detailed that Apple Music is offering a free three month trial to anyone who signs up for the service. She found “it to be shocking, disappointing, and completely unlike this historically progressive and generous company (Apple)” that they would not be paying the writers, producers, or artists for these three months. While this would not hurt Taylor, she maintained that an artist releasing a first single, a songwriter getting the first cut of a song, or a producer who worked tirelessly to launch a new release could not afford to lose a quarter of a year’s worth of pay.
She ended the post by asking Apple to change its policy. She offered a very astute comparison. “We don’t ask you for free iPhones. Please don’t ask us to provide you with our music for no compensation.”
In this social media post, Taylor clearly communicated her message without a nasty tone. She was respectful to Apple and thorough in telling the entire story. She was factual and gave information the average person didn’t know. Until her post, the media hadn’t been the least concerned about the situation. Her post on Tumblr changed that.
Tumblr is a micro blog. Posts are smaller in size than a traditional blog, using shorter sentences, individual images, and video links, similar to Twitter. Microblogs have grown as a resource for news media regarding real-time information. Because posts are short, users can upload them fast. Many social media marketers regularly employ Tumblr as a marketing and public relations platform.
That is what Taylor Swift did. She exposed Apple’s secret in a way only a person of her stature could do. She tapped into the attention of fans and the media by her Tumblr post. She knew that a this post would get wide attention. It did. Within twenty-four hours, Apple replied, “We heard you, Taylor Swift,” and changed its policy. The artists, writers, and producers will now be paid during the free trial period.
While I understand you are not Taylor Swift talking to millions of fans and instantly commanding the attention of the media, Taylor’s message is an excellent example of how to use social media well. She gave her fans and the media newsworthy information, something they did not know. The content of her message benefited new artists, writers, and producers, and even fans, not Taylor. She got her point across clearly and respectfully. Following these points will give you better results on your social media posts, too.
This week's marketing trivia challenge is What excellent use of social media have you encountered? E-mail me your answer.
Taylor further detailed that Apple Music is offering a free three month trial to anyone who signs up for the service. She found “it to be shocking, disappointing, and completely unlike this historically progressive and generous company (Apple)” that they would not be paying the writers, producers, or artists for these three months. While this would not hurt Taylor, she maintained that an artist releasing a first single, a songwriter getting the first cut of a song, or a producer who worked tirelessly to launch a new release could not afford to lose a quarter of a year’s worth of pay.
She ended the post by asking Apple to change its policy. She offered a very astute comparison. “We don’t ask you for free iPhones. Please don’t ask us to provide you with our music for no compensation.”
In this social media post, Taylor clearly communicated her message without a nasty tone. She was respectful to Apple and thorough in telling the entire story. She was factual and gave information the average person didn’t know. Until her post, the media hadn’t been the least concerned about the situation. Her post on Tumblr changed that.
Tumblr is a micro blog. Posts are smaller in size than a traditional blog, using shorter sentences, individual images, and video links, similar to Twitter. Microblogs have grown as a resource for news media regarding real-time information. Because posts are short, users can upload them fast. Many social media marketers regularly employ Tumblr as a marketing and public relations platform.
That is what Taylor Swift did. She exposed Apple’s secret in a way only a person of her stature could do. She tapped into the attention of fans and the media by her Tumblr post. She knew that a this post would get wide attention. It did. Within twenty-four hours, Apple replied, “We heard you, Taylor Swift,” and changed its policy. The artists, writers, and producers will now be paid during the free trial period.
While I understand you are not Taylor Swift talking to millions of fans and instantly commanding the attention of the media, Taylor’s message is an excellent example of how to use social media well. She gave her fans and the media newsworthy information, something they did not know. The content of her message benefited new artists, writers, and producers, and even fans, not Taylor. She got her point across clearly and respectfully. Following these points will give you better results on your social media posts, too.
This week's marketing trivia challenge is What excellent use of social media have you encountered? E-mail me your answer.
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