Christiane Louis: ”When we hear about an artist or an artistic project for the first time, what is the first thing we tend to do? Our first reflex is to do an internet search. If we find nothing or we find only outdated information, the image we get of the artist or of the project is neither positive nor professional.

It is unusual in today’s world to not have a digital means of communication. However, since platforms, sites and social media have evolved and in some cases fused together in recent times, it can be difficult to know which ones to choose, what we should use them for and what information we should share via these tools.”

Getting started

First off, you need to ask yourself the right questions:
What should we communicate?
Who is my audience?
Why? What is my motivation for creating or taking part in this project?
Where should I communicate?

Each social media platform has its own purpose, its language and its specific audience. They all however have something in common: they allow for a personalized style of communication. Their tone is direct and emotional and gives the idea that the artist or the group is sharing something real and personal that the viewer can relate to.
Let’s bring to mind the idea of storytelling, of sharing our experiences, our daily life and what is going on behind the scenes of an event. We can share what is happening in the run-up to the event, during the event and after the event.

The importance of visual content
Often on social media, texts are kept short and the most important element of a post is the visual element be it a photo, a video, a logo, or a graphic design. If you want to have a strong presence on social media, it is essential to create a unique online identity. You can do this by strategically using visual communication tools such as your website, digital business cards or a presentation file.

You can use humour, informal or quirky language, or you can be serious when writing the texts for your posts, designing your visual presentations or conceiving your graphic designs. It can help to match your text style with the style of music, the composition, or the musical group you are promoting. Ask yourself, how would I like to receive this information? What would make me feel like this post concerns me? What image would I like to give people about my project?

What social media platform you use depends on the audience you wish to target. We cannot be present on all social media and maintaining an online presence requires a certain investment of your time and it is essential to stick to a routine!
When starting a YouTube channel, creating a professional Facebook page, or an Instagram account, it is important to post content at least once a week! Ensure that you have enough time to efficiently plan and prepare relevant content and communication material such as texts, photos or videos.

A personal website quickly becomes a necessity
Your professional website is essentially an online business card with content that you choose to share, such as your biography, news concerning you or your project, concert schedules, a presentation of different projects you are taking part in, and communication tools such as a press kit, a photo gallery, samples of videos, a link to where to buy your CD etc. Remember to provide links to your social media and your contact details. Your website plays an essential role in boosting your professional credibility.

Facebook and Instagram: a good pair
You need to consider which social media platform is most used by the audience you are trying to target and also which platform are you most familiar with using.

To conclude
It is necessary to maintain an online presence via social media platforms nowadays. In order to get the most out of your online presence, you need to:
Communicate regularly
Decide on a communication strategy, choose your target audience and communicate via their preferred platform
Think about what content or information may be interesting to document and strategically choose the texts, biography, professional photos, and videos you wish to share.
Remember to update them regularly.
Choose how you want to tell your story
Make sure your content is visually pleasing and that you have a uniform image on all social media platforms (make sure your graphic designs or logos are present on all platforms you are using) even if your communication style varies depending on the platform used.

Christiane Louis

For more information and tips from Christiane Louis, a methodological document is available below