With new social media apps debuting often, deciding how to get started in social media can be daunting. Many singers have a personal Facebook page but might be stuck on what platforms to explore next or how best to use the social media accounts they already have to benefit their career. It’s undeniable that social media has a huge influence on our lives and habits, and each app has unique benefits for the performing artist.
Using social media to establish a web presence won’t replace the hard work in the practice room that you need to do to get hired, but social media builds relationships, and positive relationships can undoubtedly help your career. Before reviewing some of the most popular apps out there, here are general guidelines for having a positive web presence.
Have a Website
There are plenty of affordable, easy ways to set up a basic website where you can highlight your gigs, experience, photos, and contact information. If you choose to post a performance calendar, make sure it stays up to date. And never post your address or phone number—you can even avoid posting an e-mail address by having a contact form on your website.
Stay Positive
The further you get into the online world, the more conflict and controversy you find. Don’t get sucked into arguments online, don’t write passive-aggressive posts or tweets, and don’t make fun of people. You never know who will read what you write, and though a snarky retort might make you feel clever in the moment, it leaves a terrible impression.
Play to Your Strengths
Different social media platforms value different types of creativity. Twitter focuses on concise writing, Instagram on photography, Snapchat on spontaneity, and so on. Don’t fret if you can’t quite get the hang of certain apps—focus on enjoying the ones that match your skills and interests. If you prefer a desktop or laptop computer to using your phone, stick with platforms that work well in web browsers, such as Facebook, Twitter, and Pinterest.
Don’t Try Too Hard
Be yourself! Don’t worry about impressing people—and definitely don’t use social media solely for self-promotion. No one wants to follow someone who only tweets, “Buy my CD!” a few times a day.
The Major Apps
Facebook
According to the Pew Research Center, 72 percent of Americans who use the Internet have a Facebook account, and 70 percent of those users check Facebook daily. Most singers will already be familiar with the Facebook profile (the personal account a person sets up) and may consider creating a Facebook page. Users “like” pages (as opposed to “friending” someone’s profile), and you need a separate pages app, free from Facebook, in order to easily manage your page on a phone.
Unless you have a significant fan base and are getting many friend requests on your personal profile from people you don’t know, a page is probably unnecessary. If you create one, the best way to gain likes is to post regularly. “Post a few times per production with rehearsal photos, press releases, backstage pics,” advises tenor Stefan Barner, “and [make] sure to tag colleagues along with the company. It really expands your visibility.”
If you have other musical endeavors, it can be worthwhile to have a separate page for those. Dana Lynne Varga, a soprano and voice teacher, suggests pages for a voice studio. “It is nice for the students to all be able to access it, and studio updates or info can be posted there for them.”
Facebook pages show up in web searches and can be easily embedded in websites. The most successful pages update frequently with pictures and links to articles related to the topic of the page.
Instagram
Instagram is a platform for sharing photos and short videos. A popular feature of Instagram is its editing capability, especially the “filters” that adjust a photo to make the colors more striking, change the lighting, or otherwise alter the image.
Soprano Rachele Schmiege prefers the interface of Instagram and appreciates the ability to post to other platforms through the Instagram app. She uses hashtags on her photos so that people searching for photos tagged #opera or #soprano will find hers and she has even coined a hashtag of her own, #joycehair, an homage to the hairstyle that she shares with Joyce DiDonato.
Twitter
Think of Twitter like a “micro-blog” and a newsfeed filled with snippets. You can share your thoughts in 140 characters and read quick updates from others. Soprano Aliana de la Guardia, who in addition to performing runs Guerilla Opera and a private voice studio, says, “I think it’s interesting to follow and have conversations with artists, composers, and ensembles in other places like London or NYC, for example, and see if there are any parallels or differences to what’s happening in our respective scenes.”
As with any platform, your challenge is gaining followers. The simplest way to grow your follower count is by following others. Large organizations and celebrities are unlikely to “follow back,” but many users will. If you follow users that share your interests, Twitter is more likely to promote you to similarly minded users under their suggestions of “Who to Follow.”
If you update your performance calendar or blog, you can share those links in a tweet—and you can also easily reply to others’ tweets and retweet people and organizations who have content you want to share.
Pinterest
Many web pages give you the option to “Pin” a page, which means saving it to your Pinterest account so that you can find it again easily. You will save each to a “board” organized by topic, which allows you to categorize your resources.
Some users gain a following on Pinterest by developing comprehensive boards on unique topics. Unless you make this a priority, it is unlikely that you will make many connections on Pinterest, but its organizational value is high.
Snapchat
If you still associate Snapchat simply with disappearing photos, you’re missing out on many of the features that encourage connection and creativity on this messaging app. There are filters and lenses which change your pictures and options for adding text and for sending video (all of which still disappears after being viewed).
You have to take your pictures using the Snapchat app rather than sending pictures from the photos on your camera, so you need to think quickly to capture moments. You can send snaps to other users and you can add them to “My Story,” a timeline of your snaps that lasts for 24 hours. Many organizations promote their work by creating collections of short videos on their stories.
YouTube
Every singer needs to have videos on YouTube—period. People want to see as well as hear you sing. You can upload videos from a phone to YouTube or use software that will guide you through converting video from a DVD. You need a Google account to sign in to YouTube, and once your videos are up, you can embed them in your website or share links on other platforms.
All of your videos will be organized on your YouTube channel, which others can follow to be notified when you post a new video. Even if you don’t post frequently, you should have a few quality videos of you singing online.
Case Studies
How might singers with different goals use these apps? Here are a few examples.
Bill is a tenor in his 20s finishing a master’s degree. He has a website with his résumé, bio, photos, and contact information as well as videos of the arias in his package. He uses Instagram to share photos of life at his conservatory along with video clips from his practice sessions and rehearsals. He follows opera companies on Twitter to stay up to date on what is happening in the professional world.
Maria is a mezzo-soprano and a voice teacher. She has a Facebook page so that people can find her easily with web searches and has a website that promotes her performances with a page on voice teaching. She also has a blog and posts every Friday about a vocal or pedagogical topic. She shares these posts on her Facebook page, using catchy titles and images to encourage followers to read and share her work. Once a month she posts a video blog to YouTube and also has videos of her recent performances online. When she is looking for songs or teaching resources, she gathers them onto Pinterest boards.
Eleanor is a soprano who runs a professional choral ensemble. She has a personal website with links to all of her social media accounts and a performance calendar that she keeps up to date. Her choral group has a Facebook page that shares articles on choral singing. They gain followers with a general interest in choral music and occasionally post ads for their concerts and recordings. She posts rehearsal photos and video to Instagram with a hashtag that the other singers can use as well and puts that hashtag in their programs so audience members can use it. Before each concert, she records short interviews with ensemble members on Snapchat every day for a week to build excitement.
However you decide to use social media, remember that its purpose is to connect people. Even if you are using it to promote your work, it should still be fun and engaging. Whether you tweet, snap, pin, or post—enjoy!
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Public Service Announcement
Utah Opera’s head coach shares her views on using social media.
Don’t use Facebook as your go-to for professional communication, especially for an initial contact. If you need to contact a singer, agent, company, etc., first take the extra time to Google their website and professional contact info. Yes, I realize it’s a pain to find some company’s staff directories, but it’s worth it.
Then if you get stuck and Facebook is your only option, try “Dear Such and Such, I’m sorry to reach out to you via Facebook. Is there a more appropriate e-mail where I may contact you about ‘professional subject X?’” —Carol Anderson
