I wrote a piece for Hypebot on putting blogging at the center of your music marketing. However, I think most of the points are actually relevant to just about anyone who wishes to market themselves, their product or their company on the web.
Nic Adler Talks Saving L.A.'s Roxy @ BB Touring Conference
Billboard recently held their 2011 Touring Conference & Awards. Quite a bit was said about social media for business, which I discussed at Hypebot, including Nic Adler's story of how blogging helped save LA nightclub The Roxy.
During a down period for both their business and other similar businesses in LA, they refocused their website and featured a blog. As he recounts in the above video interview, one of the first things that happened was a flood of critical feedback from folks who had been to the club.
Instead of taking the rather foolish damage control route and shutting down comments, they took the criticisms seriously and began to improve the club. Soon business was improving and the blog started drawing traffic from folks interested in music whether or not they attended shows at The Roxy.
Now the blog has become another selling point in encouraging hot young acts to perform there because they know they'll get an extra marketing boost from The Roxy's blog.
It's a nice story but note that this approach worked because they were willing to respond to customer criticisms. If you can't do that, you should not take your company into the land of social media. And, if that's the case, maybe you should rethink your company's existence.
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