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Masters (left), the architect of Linkin Park’s digital strategy, which helped the American superband release their fourth number-one record and launch a successful international tour in 2010, said: “One lesson I’ve learned is that, when you’re doing things for the first time with early-stage technology companies, things go squiggly. Always have a plan B.”

In the event, Masters’ plan A more than did the business. Linkin Park’s branded social network now has over 140,000 members and the band’s Facebook friends have skyrocketed to 22 million from a ‘mere’ 1.5 million a year ago.

Aaron Ray, a partner at management, media and production company The Collective, cited “the ability to adapt” as a vital quality when building a digital presence.

“At first we thought Linkin Park’s fans would be most interested in exclusive content,” he said. “But it turns out that the number one reason they go to blogs and social-network sites is to meet the band and forge a personalised connection with them.”

This & more in the MIDEM daily News, online here!


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About Author

James Martin

James Martin is Head of Social Media for Midem organisers Reed MIDEM. This includes defining and rolling out Midem's social media strategy, editing midemblog, influencer outreach, developing Midem's fanbase of 75,000+ music professionals and more.

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