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Posted on October 20, 2009
Personality in a Social Media Campaign: Phish 3.0
BY INGRID GETZAN
"When the size of your audience gets too big, it's very difficult to interact with them in a personal manner anymore…and it's upsetting to the band [Phish], but they all have their ways to try and stay in touch." - from the Clifford Ball DVD 
All too often we see companies 'interacting' with their customers by merely posting brief status updates with words that include 'buy now,' 'click here for 10% off,' 'NEW!' Although these call to action items may briefly increase visits to their website, and may even generate a few sales, where is the personality? What else is that company doing online? Since launching your Facebook and Twitter pages, how is customer retention and repeat business? Who are your fans and followers?
How do you keep your personality when launching a social media campaign? In this example, I use Phish (not just for my love of their music, but because they have launched an incredible social media campaign). Phish is a band that has a long history of interaction with their fans and that doesn't appear to be stopping anytime soon.
Phish hasn't ever done things the 'normal' way; they have rarely used conventional advertising, or experienced popularity on MTV or the radio, yet they consistently sell out the largest venues in the US, and have held the "largest paid concert in the world on the eve of the millennium (1999, Big Cypress, Florida) with 80,000 fans." - Rolling Stone - How? They continuously adapt with their fans and have never lost sense of their community, or their personality - even in their social media campaign.
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