Why social media are wasting your time (and your money)

Article by Iris Edelman

Why social media are wasting your time (and your money)

Social media are not useless, far from it. This article is not intended to convince you to drop everything tomorrow, quite the contrary. Being present on Facebook and Instagram is the minimum communication step for structures in the music industry. On the other hand, social media should never be the focus of your communication strategy when it comes to your audiences. Those who already come to your concerts, and those you have yet to attract.

The algorithms are not there to help you:


As you probably already know, social media are doing what they want when it comes to their users. Someone who registers on Facebook, for example, will fill personal information and distinguish themselves by their preferences, their tastes. Facebook will propose content adapted to this user, but with an algorithm not available for us.  There are two main reasons for this, the first being that the algorithms are constantly changing. There is no official release that tells us exactly how the recipe changes, or what strategy to adopt to perform.

The second reason is that the marketing giants' posts, sponsored or not, will invariably be favoured by the algorithms of social media. Wondering why your post doesn't reach 20 likes, even though you posted it "at the best time"? Posts on the news feeds of social media (Facebook, Instagram, among others) do not appear chronologically. So posting at the end of the day doesn't change anything, even at the time when the most users are connected. The big budgets, the big brands, which generate a greater number of likes and comments, will be highlighted, to the detriment of smaller structures.

How to break the deadlock of social media ? One word: data


Don't feel pressured to pay for ads on Facebook Ads, only to have your posts a bit more featured. In fact, only 30% of your Facebook page's followers will see it. There are alternatives; this article presents you with the keys to gradually emancipate yourself from social media.

"Data" defines all the information generated by your spectators, directly or indirectly. We can establish three types of accessible data that are particularly useful for cultural structures. First of all, personal information that is entered directly on ticketing system during an online purchase or on a newsletter registration form, such as name, first name, gender, email address, etc. Secondly, information related to purchasing habits, such as the date of purchase, their loyalty, the amount paid or the average basket of each spectator. And finally, the tastes and preferences of each viewer; deduced from the events they attend, this is valuable information in the form of data. 

You may already be using some of this data for your newsletters.

The benefits of data for your emails:



  • Optimise the time spent on a communication, as your content will be opened and read, unlike a post on social media, which is drowned out like a bottle in the sea
  • Show your regular audience that you recognise them, and thank them! Personalising the content of your communications will increase audience loyalty
  • Influencing purchase intentions through a well-honed spectator experience
  • Finally, you have a better understanding of the audience: better understanding of the spectators, their expectations And thus, tou can offer experiences and programming accordingly, and ultimately reaching new audiences

Where to start? The basics to begin sorting your data. 


Now that you know more, you need to take action. You can't give up Facebook overnight, or even give it up at all.


Using your data for your campaigns and communications requires first of all a CRM. The first thing you need is a database, i.e. a customer relationship management platform. This is a database, where all the information about your contacts is stored. A sound and qualified database lists as much information as possible about your audience: their first name, last name, email address, date of birth and postcode.

This database will allow you to centralise all the information you already have: from the online ticketing system, from all kinds of excel files, and from loose sheets. It is necessary to centralise your data to comply with the European regulation GDPR, by harmonising all the information present on different support and which sometimes duplicates. You must be able to anonymise contact information at any time, in case someone asks you to do so.


Once you have a base CDP, all you have to do is collect data on potential future viewers. The subscription form for your newsletter is there for that: share it as much as possible! The social media can be used as a relay. For a competition, for exclusive information or special promotions, let your imagination run wild to attract new audiences.

The registration form should also be present on your website, via a link or pop-up page. Ideally, it allows the viewer to select their taste in music or shows for even more exclusive newsletters.


Namur in May
The Namur en Mai festival highlights the subscription to its newsletter on Facebook


Once the form has been completed, the data goes directly to your CRM. It is important not to bore your newsletter subscribers with too much general content. For example, you can communicate to the audience of a past event by introducing them to an artist with a similar style that they might like. After a concert, offer a video feedback or ask their opinion about the event via a guest book. Finally, for the most loyal spectators, offer them discounts, special anniversary offers, etc. You will have understood that the communication strategy is only limited by your imagination!

Key takeaways

Social media are excellent showcases for your organisation. On the other hand, promoting your concerts, parties or shows requires getting around the algorithms. Your communication must adapt to these constant changes so that you regain control over the distribution of your campaigns. The data of your spectators is already there, at least from your ticket office, and it belongs to you. Today they represent a gold mine that is often underestimated by the music industry.

Apolline Locquet

Apolline Locquet

Would you like to carry out a data & CDP diagnosis of your organisation? Take advantage of 30 minutes of free consulting by reserving your slot.

Visual Solene crop

Solène Jimenez

Would you like to carry out a data & CDP diagnosis of your organisation? Take advantage of 30 minutes of free consulting by reserving your slot.

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