Another crucial element to controlling publicity is by providing information about artists. Mangold and Faulds (2009) suggest, “Consumers are more likely to talk about companies and products when they feel they know a lot about them.” The same is true with fans and artists. Information inspires action. For example, when fans learn that their favorite artist is coming to a nearby venue, they may share that information with their friends via social media. Once artist-fan relationships are developed from promotional efforts, these relationships must be maintained. The best way to maintain and strengthen these relationships is to keep fans and followers informed and updated with what the artist is doing. Twitter is probably the most ideal social networking platform for this type of communication although Facebook can also be used. By publishing a tweet every day or so, artists remain in the public eye of their followers. At the same time, if an artist has recently received bad press in other media outlets, social media gives them the ability to address their fans and provide a response to the press.
Consumers are turning to social media to conduct their informational searches, develop opinions, and make purchasing decisions. Therefore, a strong social media presence is crucial to successful management of music star images. Management of music star image must include promotion via social media by providing information using a variety of media formats, stimulating social media-based conversation, and developing artist-fan relationships by engaging fans. Due to the expansive nature of Internet-based word-of-mouth communications, management must also use social media as a means to control publicity and shape discussions. The overall realization of management’s designed music star image relies heavily on its representation in the social media marketplace.
