Okay, time for my not-so-brief rundown of social networking for music professionals:
Website:
The one thing you absolutely must without a doubt have is your own personal website. It's all well and good to have a million social networking tentacles, but if you don't have a body to attach them to and have them lead to/sprout from then you're not really putting out any sort of consistent image. So step one is definitely have your own site. Preferably buy your own domain (so that you're www.putridmarmoset.com instead of www.putridmarmoset.blogspot/wordpress/tumblr/etc.com) and get a good hosting plan (I recommend Dreamhost). Once you have a good hosting plan and a domain, WordPress makes it really easy (and free) to work from a template to create a sleek, efficient, and compatible design that is easy to customize and maintain. SquareSpace is beautiful but expensive. Be wary of things like Wix — they seem nice, but their service/hosting plans are idiotic, and the fact that they're Flash-based and building-block oriented makes them terribly inefficient and distractingly overwrought.
Everything Else:
Once you have a central hub (your site) where all important information, pieces, credentials, etc are clearly laid out, THEN you can worry about having profiles on your favourite social networks — but the aim is to get people to visit your site, which is where all the information is. In terms of which networks you need to be on...none, really. It depends on your free time and your needs. Each profile you create means extra maintenance/update time, even if you link several together. Twitter is big and is a nice way to get a bunch of quick info and tidbits out to a big audience...once you get followers. Facebook is for friends. LinkedIn is the must-have professional profile. MySpace should die in a hole, drowning in the tears of broken dreams.
Most social networking sites nowadays will allow you to link status updates...so for instance every time you update your Facebook status, it gets pushed to Twitter as well as a new tweet, and LinkedIn takes the new tweet and sets it as your status update on there too. That way, you only need to do the updating once. You can also check out online services or standalone programs like Socialite that help you keep on top of multiple social networking accounts. Remember that you want to be as efficient as possible with this...if you're spending two hours each day updating and screwing with your social networking, then it's more of a distraction than a help. Keep it lean and keep it working for you.
YouTube is a great way to get your music out to a huge audience. Best idea: put together a demo reel video that showcases your best music. Try to use interesting accompanying visuals and keep the whole thing fairly short. Make sure there are clear links to your website (remember, it's the centre of your online presence), and that no one could possibly have any trouble figuring out who you are, what you do, and where they can hear more. I wouldn't use YouTube as my host for all demo material. It's just inefficient. But having a reel on there is a good idea.
Having a blog is another smart idea. Nice place to share all major news in more words than Twitter would allow for and with more elaborate formatting and content than Facebook would. WordPress is not only a blogging engine, as most people believe, it's a fully featured website architecture...but if your site is powered by WordPress then obviously you can easily integrate a great blog on your website. Alternatives if you don't use WordPress but need a blog include Tumblr, TypePad, Expression Engine, and Blogger. Personally, I think Blogger is pretty disgusting, have no qualms with TypePad, like the look but not the usability of EE, and I use and love Tumblr for its gorgeous looks and extensive customization options.
You're already social networking...right here! This forum, and any others you're on, are an opportunity to meet like-minded people, advertise your services (if an appropriate section for such things exists), and learn things. Don't forget that.
Usefulness:
How useful social networking is professionally depends a lot on how good you are at it. There's an art to good social networking, and it's about treating your fans/followers/etc with respect and recognizing that — professionally speaking — they aren't likely to give a scraggy what you had for breakfast. If you have a professional profile, keep the tweets on topic. Random, funny, sure — but if you want people to keep following you then give them interesting information. Useful tips are great. Show them new music. Tell them how you did it. Let them know what you're working on. Ask them questions! Basically interact with them directly and levelly. If you really feel the need to let people know about your breakfast, consider opening a second Twitter/whatever profile that's personal and is intended for your creepy-donkey friends who need to be able to stalk your day-to-day activities in the minutiae of details you feel is necessary to provide.
------------=------------=------------=------------=------------=------------=------------=------------
Useful services that are not social networking sites per se, but which I have found vital:
SoundCloud: beautiful player, extensive and generous hosting plans, extensive statistics, and easy shareability (via widgets, short links, etc). An excellent choice for hosting your music.
DropBox: Brilliant system for managing, maintaining, and delivering files across multiple computers. Currently I'm testing it as the primary delivery system for all my professional submissions and it's quickly becoming invaluable.
Box.net: Another decent service for hosting and displaying files online. Has a player for audio files but is not specialized in audio hosting and promotion like SoundCloud is.
BandCamp: The best online service I'm aware of for selling your music on YOUR terms. No service fees, you set your prices, and you can sell audio in multiple formats (Mp3, Lossless FLAC, etc)
Scribd: Does for documents what SoundCloud does for audio. Need to host your resume somewhere so you can embed it live on your site and not force people to download things if they don't want to? Scribd is your new friend.
Bit.ly: One of the oldest and best link shortening services.
PayPal: The best and most ubiquitous online payment system. An international freelancer's dream system.
Wufoo: Extremely versatile and powerful online system for making, distributing, and maintaining forms, surveys, etc.
Gist: Ridiculously thorough but genius system for managing all your contacts from all your social networks, email accounts, and other online presences. Takes a while to set it up, but it's really useful once you do.
So that you can see all this in action and so that I can use it as an excuse to promote my site a bit (you see what I'm doing here — take notes!), I'll walk you through my own implementation of all the things I've just outlined by using my website as an example:
www.mathazzar.com
Things I've done:
Right off the bat, you see my logo (yay branding) and subtitle (Composer for Media — clear establishment of what I do)
Underneath that is the navigation, which we'll get to, and below that is a customized Soundcloud player displaying my Demo Reel
Underneath that, big icons linking to my major social networking presences (feel free to follow/add me, by the way, I'll be happy to reciprocate)
I have a personal Facebook acount and a page that I update and have fans on for my professional work — updates to the page automatically get sent to Twitter
My portfolio page needs a bit of a facelift, but basically it has my work organized by project — fresher ones using SoundCloud, older ones using my old Flash player
About Me is clear and self-explanatory — who I am and why you should care
The Journal redirects you to my Tumblr page, which is what I use to handle my blogging. All my news goes there and, of course, Tumblr can optionally update my Twitter too with each new post (automatically shortening the link)
The Resume page uses Scribd to display my resume for all to see/print/save without forcing them to download anything if they don't want to
Contact page has a form (built through Wufoo) that lets people contact me without needing to open their email programs, and all my other major contact information is there
Right at the bottom is a donation button where friendly folks can send me money via PayPal if they so choose (*cough*).
Things I still have to do:
Integrate the look of my new personal site (www.mariusmasalar.com) with my professional site (www.mathazzar.com)
Make a video reel of my music work for my YouTube profile
Make a custom background for my Twitter profile page
Prettify my professional website's Portfolio page
Wrap-Up:
And that just about sums it up. It's a long post, but it's actually a fairly brief rundown of my thoughts on social networking. To close, I'll say that to me it's been very valuable — I've met colleagues, gotten jobs, and had an easier time staying in touch with clients and friends than I would have otherwise. Rules of thumb for social networking: make it work for you, don't let it dominate your schedule and impede your work by distracting you. Also, make sure you're easy to get a hold of for prospective clients. I understand that having multiple secret aliases protects you from having the big bad internet people come rape you in your sleep, but if you want to be known, recognized, and contacted then it helps to be at least moderately open about your identity.
That's all for now. As with everything, the above is just a set of opinions and may not apply to everyone. Think and adapt it for your particular circumstances. Still, I hope it's helpful to those who can make some use of the knowledge! :happy: