Waco entertainment venues increasingly turn to soc
By Carl Hoover Tribune-Herald entertainment editor
Thursday, August 13, 2009
A growing number of Waco music venues and bands hope to turn Friends into customers and fans.
That’s Friends as in Facebook Friends, Twitter Followers and MySpace Friends.
Online social media sites Facebook, Twitter and MySpace serve as the latest ways of communicating with fans, friends and customers, and local venues are using them to reach people with information on concerts, events, and food or drink specials. Some businesses see them as an expansion of company branding, projecting a persona that will stick in a customer’s mind.
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Friend/fan lists, concert notifications, contact information and more — musicians and venues find Facebook a handy option to reach audiences.
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With personal quips, breaking news and links to interesting stories and videos, Twitter users can project their personality to online readers.
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Bands and performers often rely on MySpace's video player and calendars to keep fans informed and to cultivate new ones.
“It’s totally changed how we communicate,” said Kimberly Garth, store manager for the popular Common Grounds coffeehouse on the edge of Baylor University.
Common Grounds keeps in touch with its customers through its Facebook page, Twitter account and Web site, a practice that many bands and venues adopt to reach larger, somewhat overlapping audiences. The coffeehouse even has a staff member, shift manager Travis English, designated as its Twitter representative, charged with keeping the messages flowing to Common Grounds’ Tweeps, or friends.
The three free services offer slightly different features due to their structure.
MySpace (www.myspace.com), the first social medium to catch fire nationally, offers audio and video players that users can fill with songs and video clips. It has links for blogs, fan messages, a calendar and photos.
Facebook (www.facebook.com), which grew from a college-centered program to an open membership, has a Newsfeed of Friends’ current comments and shared links to Web sites, photos and videos; games and surveys; special pages for businesses, organizations and causes; a live chat function; and user-posted photo albums.
Twitter (www.twitter.com), the newest and fastest-growing platform, allows rapid communication of messages no more than 140 characters long to a user’s Followers. Its continually updating message feed makes breaking news easy to spread, and searchable fields can give users a way to feel a national or international pulse on specific topics.
Millions of Tweeps — Twitter users — kept abreast of Iran’s last presidential election through Twitter messages sent by Iranians.
All three platforms are free, but users can control access to their personal pages and information by limiting it to approved users called Friends on Facebook and MySpace, Followers on Twitter. Almost as important: They’re accessible on cell phones with the right software, such as the iPhone.
Garth said the social media’s different flavors lend themselves to different uses. “Twitter is so much more immediate and has more personality,” she said, explaining that Common Grounds communicates, or tweets, such items as food and drink specials for the day, local celebrity spotting (such as Baylor head football coach Art Briles) and observations of life in general.
On Common Grounds’ Facebook page goes information on concerts, benefits, shows and Monday night movies, the latest addition for the venue’s outdoor stage area.
Though Baylor’s wired student population is an obvious reason for Common Grounds’ online presence, the coffeehouse sees those platforms as a way to reach a broader audience.
Other Waco-area venues see a similar opportunity in the social media.
Hog Creek Icehouse Marketing Director Mary Frosch runs Facebook, Twitter and MySpace pages for the Icehouse plus its Web site. She tries to keep the same information, mostly about upcoming shows, posted across the differing platforms, updating them several times a day.
She’s run the site’s MySpace page for about two years, adding Facebook and Twitter six months ago. Frosch senses that MySpace may be losing its steam, while Facebook and Twitter continue to grow their popularity.
Do the Icehouse’s Facebook Friends turn out for different shows than its MySpace ones? She can’t tell, but has noted that the Icehouse’s general fanbase is getting more diverse.
Other Waco music venues with a presence on Facebook and Twitter include rock and punk stage and store Art Ambush, neighborhood bar Hemingway’s and downtown locations Austin’s on the Avenue and Square Bar.
While local music venues are expanding their use of social media, Waco bands and musicians are well-acquainted with them.
Waco’s David Crowder Band, whose leader and players belong to University Baptist Church, play the electronic networking game on a high level. The band often streams its recording sessions live on its Web site, counts 76,728 fans on its Facebook page and keeps another 26,986 Twitter friends up-to-date on the band’s day-to-day activities and observations.
The David Crowder Band also posts its videos to YouTube, with a humorous video series (including one episode titled “Twitter Can Kill You”) running in advance of the Christian band’s upcoming CD, Church Music.
Some two dozen local bands can be found on MySpace, with some migrating to Facebook and Twitter.
For Hewitt musician Jaimee Harris, the more, the merrier. Harris got her start several years ago performing with her father as Better Off Dad and says social media expand the tool kit needed to build a following. She maintains quite a kit: Two MySpace pages (one from her Better Off Dad days), a Facebook page, a Twitter account and a presence on OurStage, a Web site that sponsors online band contests.
“I tend to direct new listeners (and venue owners) to the MySpace (page) because they can get a feel for the number and calibre of the venues I play, as well as the artists I’ve worked and performed with,” she explained in a recent e-mail. “I consistently use Facebook for events because it is extremely user friendly . . . Twitter is faster paced and totally different than either Facebook or MySpace. I definitely use Twitter to send out immediate reminders for shows.”
Like Common Grounds’ Garth, Harris found Twitter’s immediacy helpful in sharing personality.
“Twitter is also really helpful while touring. Just posting a picture of something hilarious that happened on the road helps the fans feel more involved with what I’m doing,” she wrote. “With electronic media, I can actually start conversations with fans before they ever are able to make it to a live performance.”
Incidentally, the two-way nature of social media works in more than one way. How did she find out about the story?
A reporter tweeted her.
choover@wacotrib.com
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