Billboard is Climbing the Social Media Charts Slowly

Having a good relationship with customers is imperative to the success of a brand. In scanning all of the major brands I follow on social media, one seemed to stand out as being on their way to conducting good customer relationship management or CRM. Billboard is a well-respected company that specializes in analyzing chart success of today’s biggest songs while also breaking major music news. They currently have channels on Facebook, Twitter and Instagram which totals close to 5 million followers among the 3 channels. Their current CRM on social media is good, but like everything else, can be improved.

Billboard on Twitter does a great job of mentioning other musical artists that are in the articles they tweet. What they don’t do is engage in conversations with those artists or any other fans. The only retweets they send are when they are mentioned in the tweet or the tweet contains an article that was written by Billboard.



Their activity on their Facebook page is pretty much the same as Twitter. They tag artists’ fan pages that are mentioned in the articles they share. However, they have received anywhere from two to 2,000 comments on posts just from the last few days and they haven’t replied or liked a single one! A social media team is not only meant to create the posts, but engage with the customers and Billboard is not doing that. At O.C.D. Experience, even if our social media team doesn’t reply to every comment or tweet, we at least like or favorite the comment or tweet. No response at all makes it seem like Billboard doesn’t care about its fanbase as much as other companies do.

Billboard’s voice on Facebook is so stale that when they do try to add some personality, it seems like they’re doing it because they have to, not because they want to. But, their Twitter account seems like it is run by a completely different person because their voice is fun and at least tries to include the audience a little by asking questions. Their Twitter profile is updated several more times a day than their Facebook page, which show’s me where their social media focus is. If one were to really analyze it, there seems to be a new person tweeting than there was even a few days ago, because the voice has gotten more lively in the last handful of tweets. Overall on both accounts, it’s very clear that their purpose on social media is to promote themselves. Every single post on Facebook or update on Twitter has a link to an article on their website.

If they want to increase their influence on social media, they need to start including their audience in conversations and don’t put 100 percent of the focus on self-promotion. I know what I said last week about self-promotion, but there’s a certain point where it gets too much, and Billboard has surpassed that point. I want to enjoy following them on social media, but unless they change their habits, I won’t be able to enjoy them.


4 thoughts on “Billboard is Climbing the Social Media Charts Slowly

  1. Another question to ask Steven is who Billboard’s audience is on social media? What its trying to achieve? Is it music fans? The music business? Both? Can both be satisfied?

    • I never took the business aspect into account, but that makes me have a whole new perspective on their voice. Now that I think about Billboard targeting the music business as an audience, their stale voice doesn’t seem as bad. This is just my opinion, but I don’t think Facebook would be the right channel for Billboard to target the music business as an audience. I don’t think both audiences can be completely satisfied, but maybe music fans can be a focus part time and the business can be part time. If Billboard wanted to target the music business as an audience, I would suggest LinkedIn or maybe Whosay as a channel rather than Facebook.

  2. Hi Steven,

    Very nice post! I’m a big music fan (I know you are as well), but I have never even thought to follow Billboard on social sites. It surprises me that the brand has such a stale voice on Facebook. Since Billboard deals with the entertainment industry, you would think that their posts would be entertaining! I think that being in the entertainment industry would give the brand a little more leniency to be bold and fun on social media. Just to play devil’s advocate, is it possible that they post more to Twitter because the newsfeed has a much shorter lifespan than it does on Facebook? Whether that is the case or not, it definitely sounds like they could infuse some life into their social accounts! Like you mentioned, I think a good starting place would be engaging with their followers and actually having conversations as opposed to just posting their own content.

    • Thanks Lauren! When comparing their profiles on Facebook and Twitter I actually took the shorter lifespan of Twitter into consideration. It makes sense that they post much more often on Twitter than Facebook. But even then they should still try to be equally fun on both channels since it’s probably mostly fans of Billboard on them rather than professionals. It seems like the place to start engaging in conversations would be Twitter since there are a lot of mentions in their tweets. Getting celebrities to tweet them might get other fans to tweet as well.

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