Another great topic at this year's SXSW was how to effectively handle your social and mobile presences . There's so many options today out there for musicians to use to engage their fans, but how do you evaluate which is the best platform to develop...

File Under:Managing Your Social Presences, Managing Your Mobile Presences

Another great topic at this year's SXSW was how to effectively handle your social and mobile presences. There's so many options today out there for musicians to use to engage their fans, but how do you evaluate which is the best platform to develop? After all, one of the comments at the panel was that the youngest generation of fans haven't even heard of MySpace. It imploded and those musicians who relied only on MySpace for their following lost one of their strongest platforms.

One tool you should use when evaluating your choice of social networking platforms is a statistic called the "open rate". This refers to the rate at which your audience will open a message sent via that platform. On platforms like Twitter, where the messages go by quickly, the open rate is quite low since each individual message you send can be missed by your followers although the open rate is higher when you use Twitter's direct message feature.

To give a benchmark, the open rate for email hovers around 30% for a mailing list newsletter. This low number is depsite the fact mailing lists are requested by your fans. To achieve this 30% or higher you need your subject line and content to be extremely relevant to your fans. Of course, there are some things you can do to improve your marketing messages.

What, then, are the platforms with the highest open rate?

Today, there are two. One is text messages. Texting approaches 100%. Think about it, how many text messages do you leave unread in your inbox? That said, if you get a text message that's not relevant, you quickly remove that texter. The second is SnapChat. At this point, SnapChat has the buzz and the engaged user base to push it's open rate to between 80-90%.

Of course, tomorrow SnapChat could lose its mojo, and people might move on to something else. But when it comes time to evaluate the newest platform when it comes out, search the name alongside keywords like "open rate" or "click through" to see how the open rate percentage fares. If it's high, and the user base is within your demographic, then it may make sense to invest some time in that social platform...until the next big social platform comes along.

Related:

#socialmedia #openrate #snapchat #twitter

Photo Credit: RaHul Rodriguez