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Running head: MUSIC FT. SOCIAL MEDIA 1

Music ft. Social Media: Band Promotion through a Multi-Platform Campaign

Sara C. Brodner & Madison S. Seuzeneau

Spring Hill College

MUSIC FT. SOCIAL MEDIA 2

Abstract

This paper examined the effects of a multi-platform, public relations campaign with the

use of social media for a local, unrecognized band, Unit 346, through the lens of Elaboration

Likelihood Model. The researchers discovered through their findings that musicians are not

taking full advantage of social media platforms. Due to this, musicians have trouble finding

ways to grow their following and connect with their fans. The project managers pursued the

target audience of 21-40 year olds through social media. The project managers used a multi-

platform media kit including: logo design, video production, photography and content

coordination.

The results stemmed from social media analytics, feedback from distributed surveys to a

convenience sample, as well as online survey results. The project was implemented during a 12

week time frame. The social media analytics showed that posting content daily, as well as

publishing photos and video resulted in an increased following and more fan interaction. Social

media followers engaged positively with the social media content published. However, the

feedback also included that there is still more improvement to the overall online and band

presence that the band can make.


Introduction

Over the last couple of decades, it has been a struggle for up and coming musicians to

receive any kind of recognition. Before social media, bands and artists would create their own

flyers and posters to put on street corners and bars, or they would rely on word of mouth from

people they know. With today’s technological advances in multiple media forms, bands are now

able to use these resources to their advantage. The use of social media has become the top online

activity in the United States according to Marketing TechBlog website. The website stated that

the average American spends about 37 minutes a day on social media (Karr, 2014, para 1).

However, musicians are not taking full advantage of the platforms that are widely available. In

other words, there is an effective and ineffective way to create content.

Zachary Evans, on Social Media Week, discusses how social media and mobile

technology has changed music forever. “Possibly the biggest shift in music that has come

through social media has been through an increased level of interaction between musicians and

their fans” (Evans, 2015, para 3). Evans (2015) stresses on the idea that musicians and fans can

digitally communicate whenever they want via social media. Evans also mentioned, “Social

media’s use in music is also incredibly useful in getting merchandise into the hands of fans”

(Evans, 2015, para 14). This seems obvious: How else would a band sell their merchandise?

The answer is probably through shows and gigs, but if the band has only a small following, the

audience sizes will be limited. If a band has little to no social media presence, it is hard for

people to know about upcoming shows. This research was conducted to answer the question:

Can a public relations campaign be utilized to result in an increase of followers and fans on

social media platforms to help a local, unrecognized band get noticed?


Rationale and Purpose

The research is worthy of study because bands and musicians are often unaware how to

appropriately use social media platforms to their advantage. Through the use of a multi-platform

promotional campaign, the researchers attempt to discover the importance of using social media

to a band's advantage by targeting a specific audience. Through the implementation of social

media platforms and multimedia content, the researchers’ objective was to increase the bands

following with the 21-40 year old age group. The goal of this project is to help an emerging

band, Unit 346, understand and learn the importance of social media as well as assisting Unit 346

in gaining exposure and a larger following.

Theoretical Underpinning

The researchers will conduct the study through the lens of one theory. The multi-platform

campaign will be reviewed through the Elaboration Likelihood Model.

Literature Review

This research will examine different types of band promotion through a multi-platform

campaign and the use of various forms of media.

Growing a Band’s Online Presence through Social Media

The Internet is an incredible invention and it can benefit users who utilize the

opportunities effectively. “The Internet makes it possible to define yourself by giving access to

what you know and what you like” (Coers, 2014, p. 294). Social media is a brilliant way to

define yourself with what one enjoys. According to Merriam-Webster, social media is defined as

“websites and applications that enable users to create and share content or to participate in social

networking.” Traditional media, like print and radio, are being taken over by social media driven

by user-generated content. Consumers nowadays learn about products and services online from


other users. “The music industry is a bellwether for this revolution, where social media are

increasingly used for sharing information about music albums and songs – and also for the

sharing of music itself” (Dewan, 2012, p.2). “Now, users are increasingly discovering music

through social media…” (Dewan, 2012, p.2). According to Dewan (2012), these dynamics,

which are rather new, are not only affecting consumer behavior, but also affecting music sales.

Due to the fact that consumer behavior is becoming more prominent on social media, sales are

rising in the music industry because of the attention that is focused on bands and artists (2).

Mark Zuckerberg, co-founder of Facebook, announced in 2011 that about 4 billion

“things” were shared every single day on Facebook (Castonguay, 2013, p.164). According to

Remi Castonguay (2013), “Sharing is the keyword of social media” (164). Social media

websites facilitate conversation and users have the opportunity to take advantage of the different

platforms’ strengths. Facebook allows users to build connections with people they know and

people they want to get to know. With the feature of the Facebook Timeline, it is possible for

users to share interesting resources developed by others, thanking people for posting comments,

or asking people questions and their opinions. Facebook mentions in its mission statement that

its main goal is for people to stay connected with friends and family, to discover what is going

on in the world and to share and express what matters to them.

Twitter, on the other hand, connects people through interests. Like Facebook, Twitter

has a “newsfeed” with live streams of what people are constantly “tweeting” about. It is possible

to find informative items on Twitter such as: projects and news resources. Users have the ability

to share their projects and work as well (Castonguay, 2013, p.168). One of Twitter’s unique

features is the use of hashtags. A hashtag is a number sign (#) followed by a topic, sentence,

keyword or something that is “trending.” Since hashtags serve as an online filing system, users


can search for new music or to look up new bands and artists using hashtags (Castonguay, 2013,

168). Twitter is more focused on the “now” instead of just posting content to create a

conversation.

Band Promotion through Multi-Media Content

It is important to keep key aspects in mind before producing content to publish on social

media. When creating content, whether it be on a social media page or sending content to a

possible client, the media content must be straight to the point, creative and eye catching so it is

memorable. Content can range from a variety of types such as biographies, photographs, video

and logos. The content of the messages does not change, it is the range of alternative channels

by how they can be transmitted and the variety of ways they can be interpreted. (Lawson-

Borders, 2003, p. 92).

Creating a short biography for a band is crucial. A biography is vital because it serves to

engage the audience's interest in hopes to hire the artist or grab people's attention (Brascoupé,

2003, para. 4). A biography, whether it is in a written description or in a digital format, allows

whoever is reading to better understand who the band and what kind of music that they create.

Biographies include information such as brief descriptions of the artist's musical background, the

style of music they perform, special performances and awards, most recent recording and past

performances at notable venues or music festivals (Brascoupé, 2003, para. 3). It is important to

know the right balance between providing useful information and going into too much detail that

people stop paying attention (McDonald, 2016, para. 1). The biography is where the band is

selling themselves as a group before anyone hears what they can do musically and creatively.

The use of photography and video is a simple and visually appealing way to show an

audience about the band. A good image or video is essential for recognition so listeners can


more easily relate to the band by putting a face to the music (Cherry, 2011, para. 1). It is

important to create high quality images so images can later be turned into promotional pieces for

festival advertising, concert promotions, newsletters, press releases and other promotional

activities (Cherry, 2011, para. 4). Creating visual content puts a face to the name and allows the

band to brand themselves. It creates more recognition through the band's personality. A band

consists of as many personalities as it does members and if you can, aim to capture each

individual (Bray, 2009).

Creating a logo to make a band stand out is challenging but crucial. When a band creates

a logo, they are creating a brand that represents who they are in a simple visual message. A

band's logo allows the band to develop a symbol of individuality (Blain, 2005, p. 329). The

symbolic connotations associated with certain elements of a logo (e.g., color and typeface) and

with a brand name (e.g., sound) have been found to influence both specific brand perceptions and

overall brand evaluations (Yuwei, 2016, p. 710). Having an accurate representation of who the

band is by visually describing their music genre and foundation is important in developing a

band’s logo.

Working Theory Explained

The Elaboration Likelihood Model developed by Richard Petty and John Cacioppo

provided a general framework for organizing, categorizing, and understanding the basic

processes underlying the effectiveness of persuasive communications (Petty, 1986, p. 125). This

model is based on the idea that attitudes are important because they guide decisions and other

behaviors, persuasion being the primary source of the result of attitudes (Petty, 1986, p. 176).

Through the use of persuasion, it is possible to obtain followers as well as fans on social media

platforms.


According to Victor Yocco (2014), “Understanding persuasion will highlight the

importance of developing strong messages, help you incorporate and refine effective persuasive

techniques, and allow you to explain to others how and why your platform is persuading users”

(para. 3). The Elaboration Likelihood Model, explains how people’s attitudes are shaped,

formed, and reinforced by persuasive arguments (Yocco, 2014, para. 6). The model works based

on how high the elaboration is in persuasion, meaning the level of effort put into persuasion. If

the elaboration is high, the more likely the results of persuasion will be long-term.

In the case of this project, the researchers viewed the PR campaign through the lens of

the Elaboration Likelihood Model with the intent of having high elaboration. This means that

the persuasion of the public relations campaign would have long-term persuasion on the targeted

audience.

Strategies and Execution

The purpose of this study was to gain insight on how the use of a public relations

campaign can be utilized to increase followers and fans on social media websites to help a local,

unrecognized band increase exposure. The goal of this project was to directly reach a target

audience of ages 21-40 years old. This age group consists of the individuals who would most

likely attend events at bars, concerts, and music festivals where the band hopes to gain

promotion. There were four social media platforms regularly used and analyzed by both

researchers through an analytics site. Surveys were distributed at an event to receive feedback

about the band. Another survey was distributed through email to connect with social media

followers and ask their opinions on the band’s social media. The project planners gathered

secondary research to support their claim that a public relations campaign can be utilized to

result in an increase of followers and fans on social media platforms.


The plan was to begin by analyzing the band’s current social media presence and discuss

further objectives to assist the band and increase exposure. Facebook, Instagram and Twitter

pages were created to start building the promotional campaign. Next, the researchers attended a

performance at a bar to take pictures and discuss future strategic objectives with the band. A

logo was created to visually represent the band's brand most accurately (see Appendix A). The

logo was published to all social media platforms and printed on stickers for the band’s

distribution at their next performance (see Appendix B). At the event, the researchers took

photos and videos for content that was then edited and published for promotional use. Another

important tactic was to promote an event that took place at Spring Hill College in which the

band, Unit 346, would be performing (see Appendix J). Surveys were distributed and then

collected during the event about the band. The results were then analyzed and compared to the

results of the analytics that are being tracked on Hootsuite. Hootsuite is a social media

management system that helps users track and manage social media platforms. After reviewing

results, the researchers began to film the band performing with two Nikon D3300’s and a

Panasonic AVCCAM (see Appendix K & L). The public relations practitioners edited and

finalized the video with Adobe Premier Pro. Upon finalization, the video was sent to Unit 346

where they will decide which bars, event organizations and venues to send the videos.

Following the filming session, a second survey was distributed on social media platforms asking

if followers of Unit 346 enjoyed the social media posts and content. The project planners

collected data from online surveys and performed an analytic check and feedback analysis.

Along with analytics, active social media engagement was essential because it is important to

keep up with the messages that come in through Facebook (see Appendix E). Final data analysis

produced results that were presented through a PowerPoint presentation.


The researchers started analysis by gaining information about various websites that assist

in social media analytics. For final analysis, researchers used Hootsuite, a multi social media

account management system. Researchers used Hootsuite management for Twitter, Instagram

and Facebook. Researchers also used a Snapchat account, which is currently incompatible with

Hootsuite. There are many options that allow the users to schedule posts ahead of time, attach

media, add a location and target different countries if needed.

Data was collected through a paper survey among attendees at the band’s performance.

In addition to the paper survey, an online survey was created to ask social media followers about

the band's Twitter, Instagram and Facebook pages.

In the event of rain, the band would not have performed on October 14th and the

researchers would have found another fundraiser event for the band to perform at Spring Hill

College. If Unit 346 was unable to meet for filming or interviews, the researchers would have

scheduled a follow-up session another available date.

The band started with 384 total Facebook “likes” and the researchers anticipate to collect

500 total “likes.” Instagram and Twitter were published starting with zero followers. The goal

for Instagram was 200 followers and the goal for Twitter was 100 followers. Based on gained

followers and online engagement, the researchers were able to determine if the band’s social

media accounts increased in exposure. Through Hootsuite analytics, the user will be able to

know the number of total likes per week, the number of new likes per day, the increase or

decrease in and the weekly total reach. The public relations practitioners want to demonstrate

that a multi-platform public relations campaign is an effective method for promoting a local

band.


Results

The content created through the social media platforms, specifically Facebook and

Instagram, was very successful in expanding the band’s presence online. The band’s Facebook

page received the most impactful increase in activity. This was due to the amount of active users

that Facebook has compared to the other social media platforms. According to a recent

comScore survey, the 18-34 year old age group spends more than 1,000 minutes a month on

Facebook alone, with a reach of 100% compared to 63% for Instagram and 38% for Snapchat

(Wu, 2016, para.2). The band’s target audience was between the ages of 21-40 years old,

making Facebook the most appropriate platform for the band. The researchers created an

Instagram, Twitter and Snapchat account for the band and continued the Facebook account that

already existed.

Social media analytics (see Appendix F) showed that when Facebook was used to

promote the band by sharing posts, updating content and promoting upcoming performances, fan

engagement with the band’s page increased. From the start of Unit 346’s social media takeover

on August 30, 2016 to the second round of analysis on October 3, 2016, Unit 346’s Facebook

weekly total reach increased by 553.2%, resulting in 921 people per week viewing the Facebook

pages posts. The Facebook page averaged two “likes” per day. Over the course of 12 weeks, the

band’s Twitter account gained 30 followers, Instagram account gained 139 followers and

Snapchat account gained 119 followers. The band’s Facebook page previous to the implemented

public relations campaign by the researchers had 384 “likes.” At the end of the campaign the

band’s Facebook page had 452 “likes.” During the campaign, the researchers and band decided

to focus primarily on Facebook and Instagram as more activity was seen on the accounts. The

final analytic check for Facebook was on November 8, 2016 and the halfway point was October


10, 2016, during this time frame the weekly total reach decreased from 921 accounts reached per

week to 654 accounts reached per week. The target audience reached was 18-24 year olds with

24.7% male and 32.9% female.

A survey was distributed at a Unit 346 performance (see Appendix G). The results

concluded that 57.5% of people surveyed out of 40, strongly agreed that they enjoyed the band’s

performance, 20.7% agreed, while the remaining 15% either moderately enjoyed or mildly

enjoyed the band’s performance. When asked the likelihood of following the band of social

media after the performance 52.5% either strongly agreed or agreed they would follow the

band’s social media accounts.

An online survey was posted on the band’s Facebook page asking followers overall

opinions on the bands online presence (See Appendix H). The survey showed that 90.5% of

social media fan engagement was on Facebook, while 61.9% was through Instagram.

Multi-media content created for the band included photographs, videos and a logo. The

logo was used for the band’s social media accounts and printed on band merchandise (see

Appendix A, B, K, & L). The photographs and videos were uploaded to all social media accounts

in content posts as well as images for performance announcements.

Conclusion

Bands and musicians struggle to gain the exposure they desire and try to find new ways

to gain a greater following, but often do not know how or do not have the correct approach.

Social media, including multi-media content, are a useful way for a band or musician to gain a

higher following and more exposure.

According to the Elaboration Likelihood Model, targets of persuasive messages use

mental processes of motivation and reasoning to accept or reject persuasive messages. With the


help of social media and multi-media content, it will be possible to target the audience into

accepting the messages or rejecting them. In the case of this study, accepting the messages is

defined as following, liking, or sharing the content or attending more performances at bars and

events.

At the beginning of this study the researchers asked, “Can a public relations campaign be

utilized to result in an increase of followers and fans on social media platforms to help a local,

unrecognized band get noticed?” Results of the study indicated an increase in followers and fans

on all social media accounts, as well as engagement among users. Results of this study support

that the use of a public relations campaign can be utilized to result in an increase of followers

and fans on social media platforms to help a local, unrecognized band get noticed. Previous

research has found that social media are an acceptable and effective way to increase brand

awareness and gain anticipated results. Social media and multi-media content that are rich in

engagement and visually appealing to an audience are factors that create a greater following and

exposure for unrecognized bands such as Unit 346. Supported by results found in this study,

musicians and artists who take on a similar promotional public relations campaign are more

likely to find success in promotional outreach.

Reflection

We wanted this project to stress not only the knowledge and skills that we have obtained

from our pubelic relations and advertising classes, but also display the skills from the entire

Communication Arts program. This project allowed us to showcase our teamwork capabilities,

as well as our individual strengths. Using the band Unit 346 allowed us to be creative, work

professionally with a real life client, and learn to balance planning and scheduling with someone

other than ourselves. Madison’s graphic design and photography skills were used in promotional


context for social media posts, as well as creating a logo for the band to then use on social media

accounts and on merchandise stickers. Sara’s experience in video and audio editing as well as

her photography skills gave us the capabilities of generating video content for more engagement

and visual appeal to the social media pages. Each of our individual skill sets enhanced the

project’s overall success, and helped increase Unit 346’s online presence.

Through an online survey, that was published on Unit 346’s Facebook page, results

showed a variety of opinions about the band’s online presence. Creating a social media planner

with posts from content, performances, photos and video was a useful tool in staying organized

as well as analyzing what kind of posts were the most successful, and on which particular

platforms to post the created content.

In the event that we were able to continue this project longer, some changes would be

made in executing a larger following to all social media platforms. Madison and Sara would

continue to work together on generating content that linked all social media platforms together.

The platforms seemed more individual, instead of a consistent message across each of them.

Creating more performance opportunities would also be something that we would want to

include if we were to continue on this project.

Through trial and error, we have learned that taking an unpopular band and promoting

them is not an easy task. Balancing an organized plan with a group of individuals that didn’t

remain on a consistent schedule made our task that much challenging. Having to reschedule due

to cancelations, band members falling ill and other reasons forced us to work off our schedule

and work around what was best for them.

In summary, we are proud of the work we have put into our project. We believe we have

displayed our ability to be well rounded communications professionals. We are fortunate to have


had this learning experience from working with Unit 346 and are confident that the Spring Hill

College Communication Arts department led us to a successful project.


References

Brascoupé, A. (2003). Make your first and lasting impression. Windspeaker, 21(2), 16.

Blain, C., Levy, S. E., & Ritchie, J. B. (2005). Destination branding: Insights and practices from

destination management organizations. Journal of travel research, 43(4), 328-338.

Castonguay, R. (2013). Social Media: Strategies for Success for Music Libraries, or Beyond Creating an

Account. Fontes Artis Musicae, 60(3), 163-172.

Cherry, B. (2011, September 17). Taking Better Promotional Band and Artist Photographs. Retrieved

October 07, 2016, from http://www.cybergrass.com/node/324

Coers, R., & de Boer, J. (2014). Muziekdingen: Learning About Social Media and Music. Fontes

Artis Musicae, 61(3), 290-295.

Dewan, S. & Ramaprasad, J. (2012). Social Media, Traditional Media, and Music Sales. MIS Quarterly,

38(1), 101-121.

Evans, Z. (2015). How Social Media and Mobile Technology Has Changed Music Forever. Social

Media Week. Retrieved from https://socialmediaweek.org/blog/2015/08/social-mobile-changed-

music/

Jackson, J. (2012, May 10). The 50 Best Band Logos of All Time. Retrieved October 07, 2016, from

https://www.pastemagazine.com/blogs/lists/2012/05/the-50-best-band-logos-of-all-time.html

Karr, D. (2014, October 1). 2014 Statistics and rends for Businesses on Social Media.

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as a strategy for best practices in media organizations. International Journal on Media

Management, 5(2), 91-99.

https://www.pastemagazine.com/blogs/lists/2012/05/the-50-best-band-logos-of-all-time.html

http://www.cybergrass.com/node/324


McDonald, H. (2016, August 17). Writing a Band Biography in 4 Easy Steps. Retrieved October 07,

2016, from https://www.thebalance.com/write-a-band-bio-2460392

Morris, J. W. (2014). Artists as Entrepreneurs, Fans as Workers. Popular Music & Society, 37(3), 273-

290. doi:10.1080/03007766.2013.778534

Petty, R. E., & Cacioppo, J. T. (1986). The Elaboration Likelihood Model of Persuasion. In

Communication and persuasion (pp. 1-24). Springer New York.

S. B. (2009, November 11). 15 Top Tips for Band Photography. Retrieved October 07, 2016, from

https://photography.tutsplus.com/tutorials/15-top-tips-for-band-photography--photo-766

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platform-among-millennials?p=n

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https://photography.tutsplus.com/tutorials/15-top-tips-for-band-photography--photo-766

https://www.thebalance.com/write-a-band-bio-2460392


Appendices

Appendix A – Band Logo / Sketchbook Process

Appendix B – Stickers with Logo

Appendix C – Social Media Planner

Appendix D – Social Media Posts

Appendix E – Social Media Messages, Feedback and Comments

Appendix F – Social Media Analytics

Appendix G – Bumpin’ for Baton Rouge Survey

Appendix H – Online Survey (with Link)

Appendix I – Emails

Appendix J –Bumpin’ For Baton Rouge Flyer and Set List

Appendix K – Band Video (Links)

Appendix L – Photo Shoot / Band Practice

Appendix M – Permissions


Appendix A – Band Logo / Sketchbook Process


Appendix B – Stickers with Logo


Appendix C – Social Media Planner


Appendix D – Social Media Posts


Appendix E - Social Media Messages, Feedback and Comments


Feedback regarding the logo design

Message regarding playing a set (We let the lead singer reply to this message)


Comment regarding a set played the night before at the Boondocks Bar & Grill


Appendix F – Social Media Analytics


The analytic report for Facebook before we started the PR campaign

The analytic report for Facebook on our project start date, August 30th to the beginning of October.


The analytic report for Facebook from the middle of October to the end of our seminar project.


Appendix G – Bumpin’ for Baton Rouge Survey


Appendix H – Online Survey (with Link)


https://docs.google.com/a/email.shc.edu/forms/d/e/1FAIpQLSfq1vOWl-3Qqn7tW-AKOR_7jEdVsRr9HU8dP3j-nzujp81NcA/viewform




Appendix I – Emails


Appendix J – Bumpin’ For Baton Rouge Flyer and Set List


Appendix K – Band Video (Links)


https://www.youtube.com/watch?v=F_sDWhybLB0&feature=youtu.be

https://www.youtube.com/watch?v=4KYBUh9US_E&feature=youtu.be

https://www.youtube.com/watch?v=4KYBUh9US_E&feature=youtu.be

https://www.youtube.com/watch?v=F_sDWhybLB0&feature=youtu.be


Appendix L – Photo Shoot / Band Practice Pictures


Appendix M – Permissions

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