Inside a Social Media Music Marketing Campaign: How CyberPR does it

Look inside a successful social media music marketing campaign from veteran music marketers CyberPR. It covers essential tactics for increasing visibility, engaging fans, and boosting music career growth through targeted social media.

by Ariel Hyatt of Cyber PR

Do you have a cohesive social media campaign planned or do you feel like your pants are on fire whenever you need to post?

 I understand! It’s a lot of work to keep your online presence fresh and engaging – especially if you’re also trying to create music simultaneously. This is why social media campaigns are one of our most popular services.

Many musicians hire a team to help them bring their artist brand to light and take the daily work off their hands. However, not all social media calendars are created equally. We aim to ensure that when we post something, it sounds exactly like YOU would say. We want to make it so similar that not even your besties can tell the difference. This takes effort to pull off well.

My team at Cyber PR creates social media calendars, and we handle the posting for a wide range of artists and companies.

We often find ourselves explaining what a social media management calendar entails. You put a lot of work into your music and gathering your fans – you don’t want to confuse them with posts that don’t sound like they came from you!

In this post, I want to assuage some of these fears. 

Here is our insider’s look at WHAT WE DO for our clients during a social media campaign. 

Laying The Groundwork

Setting a solid foundation is crucial for social media success. Sadly, many social media companies dive in and just start posting. Or, even worse, they force you to follow a trend just to catch the algorithm, not taking into account that it may be ultimately off-brand for you! The most critical part of any social media management calendar is what happens before a single Instagram, TikTok, or Facebook post gets published. 

Before starting, we must get to know you—as an artist and a person.

The groundwork is designed to help you understand who you want to portray on your socials (your brand pillars) and who you are speaking to (your fan personas).

Your Brand Pillars 

Your brand pillars each identify an essential characteristic of your musical essence and expand upon why this is relevant to your artistry. Each brand pillar answers the question, “Who?” We start by identifying your brand pillars to help you articulate who you are and who you are trying to draw in. Next, each pillar gets incorporated into your social channels.

We will work with you to create content that attracts more fans and supports your brand. An SMM will also post regularly on your socials so that you don’t have to get into the daily tedious grind and can spend your precious time doing what you love—playing and making music.

Your Fan Personas

Each fan persona we create defines in detail the characteristics of your ideal fan. These inform which communities of fans to target and which markets to aim for by answering the question: “Who is your typical fan?” We build them by looking at each of our client’s social media analytics and conducting deep interviews about our artists’ observations and experiences with their fans. To download a powerful exercise to help you determine what your fans will like, click here. We also look at artists who are similar to you and see what their fan communities are like, as well as research hashtags and locations. 

Hone Your Narrative & Select Social Media Themes

This is the most crucial part. Without a cohesive narrative, you have no social “strategy,” just a bunch of posts. We curate four or five themes for each artist as part of our plans. We keep the content tight and do not stray too far from them. Music is always the first theme, and we add topics that fit your brand, including your hometown, charitable causes, the outdoors, the road, etc. This way your feeds stay coherent, and new followers can immediately grasp who you are and what you stand for. 

The Social Media Content Intake Process

Our social media management campaigns are handled by a team because we think better when we all put our heads together. We send an in-depth questionnaire asking dozens of questions about your current social strategy and the types of content you like (and dislike).  

We ask you to share your favorite moments from your artist history and past and present content. After you return the questionnaire, our team meets to analyze it.  We then meet with you to present your Social Media Themes and go deeper into your interests and influences, and discuss what kind of content you want us to add to your posting schedule.  We also look deeply at your analytics to identify other social media users it might be fruitful for you to engage with and what online conversations you want to join.

Social Skinning & Special Graphics

Next, we ensure your brand is cohesive across all channels and that all sites are optimized and skinned. Visualizing releases, blog features, show announcements, and past successes is essential. We create unique visual content that fits  To do this, we have an in-house graphic designer bring your posts to life.

Content Calendar

Once we have the basics down, we prep some posts on our Content Calendar. This is a working document that we and the artist both have full access to. We ask our clients to take a peep when there is new content to approve and have designated columns for any comments or notes they have so there are never any posting surprises. This is a working document, so we are always ready to replace posts with spontaneous announcements along the way (such as pop-up performances or any successes that crop up.

Your Email List is Part of Your Social Media Strategy!

Many companies that offer social media management campaigns do not focus on emails. We do because your e-mail list is where most of your revenue will come from when done right. We write your monthly email and set up your welcome series and your unique email drip campaigns. We also work with you to gather all the names and email addresses that may have fallen through the cracks.  We will become your accountability partner in ensuring your emails are sent to your list regularly and consistently.

Final Note – It’s All About Your Narrative

Ultimately, our goal in a social media management campaign is to streamline your social media strategy and organically build your audience. To do this, we learn how to use YOUR voice, interests, and music to create compelling content to attract new fans and strengthen relationships with existing fans.

Want Help With Social Media Creation & Posting?

We would love to discuss how we can help. Click here to tell us your plans, and we will schedule a call.