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Your Print Music Business Social Media Checklist

Your Print Music Business Social Media Checklist

by Helen Todd, Sociality Squared

Use social media marketing to amplify and build on your current assets: expertise, community, word-of-mouth, and in-store experiences. Here’s the checklist developed by Helen Todd, CEO of Sociality Squared, for this year’s RMPDA’s “Social Media Marketing Workshop.” Follow the steps and tips for the most impactful social media actions you can implement for your print music business. The results will be marketing music to your ears! Click here to download the RPMDA Helen Todd Social Media Checklist.

Use social media to grow your print music business by doing the following with customers:

  • Sharing and reaching
  • Connecting
  • Nurturing
  • Converting


  1. What are your goals with social media? (Always start with what you’re trying to achieve!)
  2. What are your resources: team, time, budget?
  3. Are you on the right channels?
  4. Is your presence optimized on them?
  5. Do you have a visual guide/brand guidelines?
  6. Do you have internal tools: communication calendar, chain of command?
  7. Have you identified your KPIs? And set up tracking?
  8. Who is your audience? What do they care about? (Put on your customer hat!)
  9. What is your content strategy? How is it channel-specific?
  10. What can you layer onto your content strategy? Series, themes, events, promotions, news, educational content, interviews, student highlights,
  11. How are you promoting social? Integrated into all communication channels? Empowering staff?

10 Keys to Get the Most Out of Social Media

1, Quality over Quantity

It’s better to do few platforms and content well than to spread yourself too thin at the expense of quality.

a.      Platforms

Primary Platforms: Facebook, Instagram, YouTube, Email, and for B2B LinkedIn

Primary Location Platforms: Facebook Place Page, G+ Place Page, and Yelp Page

Secondary Platforms: Blog, Twitter, G+, Pinterest, SoundCloud, Spotify

b.      Content:

Publish consistently

  1. Facebook (hub) 3-5 posts per week
  2. Instagram (visual inspiration) Daily
  3. YouTube (search) Weekly/Monthly
  4. Email (inbox-gold) Weekly/Monthly

Share: Inspirational content

  1. Inspirational Content
  2. Educational ContentRPMDA Helen Todd Social Media Checklist
  3. Events & News
  4. Promotions

2.      Optimize

Do your customers have to work to find the information they need about your business?

  1. Custom URLS
  2. Address, hours, and contact information
  3. Links to website and other social media platforms
  4. Updated taglines and business information
  5. Call-to-action buttons
  6. YouTube <> G+ linked; Facebook <> IG business account linked
  7. Consistent and compelling cover images and avatars
  8. Create a branded hashtag

3.      Integrate all of your marketing

Do your current customers know that you’re on social media?

  1. In-store signage
  2. Email signatures
  3. Video intro/outros
  4. Flyers
  5. Emails
  6. Ads

4.      Think streams

Does your content pop in the feeds?

  1. Is your content optimized for each of the different platforms?
    1. Instagram: Square video and images; no text
    2. Facebook: Images with no text; video with strong first 3 seconds that can be watched without sound
  2. Communication calendar
    1. Use a communication calendar to map out what you’re going to post and when to populate content in the streams

5.      Is Your Content Discoverable?

  1. Facebook: Fan engagement and ads
  2. Instagram: Hashtags
    1. Relevancy is key!
      1. Industry-related
      2. Neighborhood
      3. Branded
      4. Popular, but relevant
    2. YouTube: Keywords in titles, description, category, and tags
    3. Blogs are a great way to get discovered in search and provide content to be spread across social

6.      Think Mobile-First

  1. How does your content look on mobile?
  2. If you link to your website, is your website mobile-friendly?
  3. Don’t forget about email! Send out regular emails to reach people’s inboxes, but be sure to respect the inbox!

7.      Use Images

  1. Original images – graphics or photos – are the best
  2. Make sure you have the rights to the images
  3. Don’t add text to the images
  4. Experiment with Facebook’s image tools: carousel ads, slideshows, and more
  5. Pro-tip: Facebook treats GIFs like videos!

Use Video

  1. Facebook: Test out Live Facebook Video
  2. Instagram: Test out Stories and include links!
  3. YouTube: Think “search” for all things YouTube videos

8.      Use Facebook Tools

  1. Pages
  2. Groups
  3. Messenger
  4. Ads
  5. Events
  6. Insights
  7. Pro-tip: Use Facebook pixels for advanced tracking to your website!

9.      Think Community – Offline and Local

  1. Strengthen your community and relationships online and off!
  2. Bridge on and offline by hosting events
    1. Use Facebook events
    2. Have an event hashtag
    3. Broadcast event
    4. Capture content at event to share recap album/video afterwards

10.  Engage: Reach out, Listen, and Respond

  1. Treat social like another customer service channel
  2. Identify hashtags to follow
  3. Comment in a meaningful way
  4. Like, comment, and respond to fans publicly and in direct messages
  5. Develop internal FAQs and scripts to customize

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RPMDA Convention Best Ideas – Part 1

Below is the first installment of Best Ideas entries from the Best Ideas Session at the 2017 RPMDA Convention in Atlanta. Thanks to Tim Cose, of Hal Leonard for collecting and compiling the first installment. Wine Club for Piano Music  Krista Hart, Alfred Music Subscription box series are all the rage right now – you… Continue Reading

Our Sheet Music Heritage: 1967 – Popular Songs

Our Sheet Music Heritage: 1967 – Popular Songs

By Tony Walas, Harris Teller /author Visions of Music – Sheet Music in the Twentieth Century As we celebrate the 50th anniversary of the Summer of Love, let’s examine some significant artifacts from the time – the popular sheet music of 1967. That these pieces of our music heritage are still around fifty years later, to… Continue Reading

Track 1: Merchandising & Promotions for Your Print Music Department

by Elliott Wessel, Schmitt Music I am always up for doing a breakout session at the RPMDA convention.  Always.  What’s more fun than a PowerPoint presentation in front of your peers?  Love it! It’s interesting how these things develop over the course of the convention planning stages. “We’d like you to do a session on… Continue Reading

Have You Heard the News? 

by David Jahnke, Senior Vice President of National Sales, Hal Leonard It started with a press release: MILWAUKEE – Hal Leonard, the world’s largest publisher of printed music, announced that they have acquired Sheet Music Plus, the leading e-commerce website for music publications. Sheet Music Plus will continue to operate as an independent business led… Continue Reading

Impact Your Business with Social Media – Convention Session Highlight

by Helen Todd, Co-Founder and CEO of Sociality Squared In 2017, the prevalence and importance of social media cannot be denied or ignored. No longer is it the scrappy internet network only for teenagers, twenty-somethings, and daring brands. It has become a sophisticated marketing tool that all businesses must use to stay relevant, reach new… Continue Reading

The Intricacies, Quirks & Practicalities of Copyrights – Convention Session Highlight

by Ted Piechocinski I’m extremely excited to be coming back to an RPMDA convention.  During my time in publishing (now about 16 years ago), when I headed the print publishing operations of Cherry Lane Music, I had the pleasure of attending several conventions, including Albuquerque, St. Louis, and Vancouver, BC, among others, and always cherished those… Continue Reading

RPMDA Convention Friday Night Entertainment (Optional)

Skyline Park and 9Mile Station By Tracy Leenman, Musical Innovations Located only a short 2-mile taxi (or Uber) ride from our hotel, on top of Ponce City Market, Skyline Park is an entertainment space in Atlanta, GA that truly is like no other. Skyline Park brings old-timey fun to the heart of Atlanta, Georgia. Perched… Continue Reading

About Henle Guestbooks

Dr. Wolf-Dieter Seiffert, Henle “To the generous savior of the most beautiful music of all times!“ (Rubinstein). About the Henle guestbooks. Perhaps I am a bit old-fashioned: I like guestbooks. I especially like to browse through the big fat guestbook of my parents or of my own family (where photographs are pasted, too), and it… Continue Reading

Selling as a Customer: The Birth of an Unexpected Business Plan

By Mauricio Ramirez, Partituras MX When I first started working with the Hal catalog, back in 2013, as the manager of the recently founded section for printed music at Klavier, a piano store in Guadalajara, Mexico, I asked myself the obvious question for a first order: “What would sell the most and the fastest?” In… Continue Reading