Andrew York wins at the internet. I doubt he consciously made up a plan at how he was going to do that winning (perhaps I’m wrong), but there are several things we can learn from him.
1. He’s Everywhere (sort of)
Not only does York have a presence on those sites, but he interacts. Ask him a question on Facebook and he’ll get back to you. Tweet about liking one of his pieces and he’ll retweet it. This is not hard: we’re all human (probably), and humans interact. Its what we do. But most people don’t do it it well online. They forget to talk back.
More importantly is where Andrew York is not. He’s not on LinkedIn. Nor does he spend time on Vimeo. If you’re one of those folks that likes to plan, plan to find out that some social media sites aren’t worth it. The place where you get to have the most conversations is the place to be. Sometimes that means Facebook sometimes it doesn’t. Be open.
2. He Actually Updates
York sends out a new Facebook Update or tweet at least a few times each week. He also doesn’t make the number one website mistake: York updates his site. He has a blog, and makes sure his tour schedule isn’t full of concerts from five years ago.
3. He Posts About Non Guitar Things
This is a fine line. If you’re a fan of the CG Blog on facebook, you’ll notice that I pretty much stick to guitar. When I update on behalf of the CG Blog however, I am not trying to be an individual. I’m trying to be an organization that specializes in delivering classical guitar news and information.
As an individual, you can and should post things that aren’t always related to what you’re marketing. In short, be a real person and it all works out.**
But Shouldn’t I just Practice?
Unfortunately, marketing yourself involves work and time — time spent away from practicing. So the argument that most musicians make, especially college aged aspiring musicians, is that they should just practice. After all, if you’re good at what you do the world stands up and takes notice, right?
Afraid not. No one cares if they don’t know about you. There are so many extremely good musicians in the world who are and will continue to be under the radar. If you play music for a living, you do it to share that music with others. Marketing yourself is one of the natural extensions of that desire to share. Andrew York isn’t afraid of marketing himself, and neither should you be.
And, Mr. York, if you happen to read this: thank you so much for what you do. I enjoy your updates and videos.