Published on November 8th, 2012 | by FuNkwoRm


Facebook Pages: Why Artists Can’t Solely Depend on Social Networks

 Social networks like Facebook oftentimes switch shit up on you whenever they feel like it. And it sucks that you’re powerless to do anything about it. These changes can have huge effects on your marketing and promotional strategy. Recently, this is exactly what Facebook did with their Pages. Facebook is now restricting your posts from reaching the majority of your fans because they’d like you to pay for that reach.

You’ve probably already noticed that lately the number of fans seeing your Facebook page updates has decreased tremendously. Now, depending on how much you’re willing to spend, you can reach a larger percentage of them. I have almost 6,700 fans on IndieHIpHop’s Facebook page. When I post an update, I’m lucky if it reaches 15% of them. It would cost me 20 bucks an update just to reach half of those people. I have no problem with paying for something that I feel is a valuable. But I question whether or not this kind of investment has any longterm benefits.

The folks at Facebook have the right to do whatever the hell they want to do with their platform, provided it’s legal. Those of us who have opted into their network, don’t pay for the basic service of it, so it’s useless to complain when they blindside you with changes. And they have a long history of doing that. Facebook has gradually made it more difficult to directly communicate the those who voluntarily become fans of your page. It must be very disappointing to those who have paid to increase their Facebook fan numbers only to have them become unreachable.

The way to avoid being negatively affected by these ever-changing social networks is to not put all of your eggs in one basket. Their popularity will come and go. If you’re using one that’s working for you at the moment, continue, but start thinking about how you’d connect with those fans if that social network were to suddenly shut down.

Right now, creating an email list of your most loyal fans seems to be the only way that you can be sure to stay connected with them when social networks become ineffective. So maybe all of the energy and effort artists spend asking people to “follow” them or “like” their page, should be replaced with asking them for their email addresses .

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About the Author

FuNkwoRm is a music producer, creator of the hip hop comic strip, Rap Ratz, and has a dope backspin.

  • Good article. Something to really think about.

  • I definetly agree with that, the only good thing facebook did was allow people to send you an email to your facebook band page, that does help alot with people trying to book your group or just ask you questions that shouldnt be posted on your facebook wall. We have a mailing list through reverb, but we just got a message from them saying it’s at capacity so we’d have to pay to upgrade, going to switch over to a free mailing list provider, cause who knows how long reverbnation will be around.

    I still wish myspace would’nt have gone down the way it did. In terms of networking it was perfect, you, at one point, could easily search for unknown artists/bands and try to trade shows, reverbnation kind of has that, but most people don’t check there’s too often.

  • @Political Animals:
    MailChimp ( allows up to 2000 people on your list w/ 12,000 emails a month for free. I use it with custom templates, but the ones they have aren’t half bad. There’s codes and stuff that you can put in your email to allow readers to share it on their social networks too (I never really figured out how, though).

    For websites, tweet to download and post to download also help build fan bases, even if not everyone sees it when YOU post it, the more people you can get other than your page to post it, the more the reach is anyways. (I used to be a promoter in college, working as a marketing specialist now)

  • Good article..hugs

  • Very good point. I’m starting to see that e-mail lists are more important every month it seems like. Also, I don’t think facebook has that much longer to be honest. They’re stock has been struggling going up and down but it’s no surprise. People are on facebook to socialize and they hardly ever, if at all, click on adds. Great article.



  • Good article and definitely an eye-opener. And like you said, who knows if there are any long term benefits of paying to reach more of your people. Guess time will tell. Thanks for helping to raise the awareness.

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  • we just signed up for mailchimp, luckily reverbnation allows you to export your list into a spreadsheet for easy transfer

  • Good article. I definitely support your view. Facebooks influence has definitely been diminishing and I feel social media platforms that further promote networking like Twitter or even Linkedin in a professional environment will become more important. Have not started my mailinglist yet but will have look into it, mailchimp definitely looks like a solid solution…

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