Everything I learned about social media, I learned from Barry Manilow

Barry3Since my friend Amy Mengel flat-out refuses to write this post, I will. Quite frankly, it’s a post that needs to be shared with the world.

The inspiration? A 200-foot tall Barry Manilow mural on the side of the Las Vegas Hilton at BlogWorld last week (see image at right). I mean, if that doesn’t inspire you, you’re dead inside. I’m sorry.

Yes, I think you can trace everything you’ve learned in social media back to Mr. Manilow. Consider the facts:

* Barry Manilow has staying power. He’s been in the music industry for approximately 86 years. OK, maybe not quite that long, but the guy has had incredible staying power, you have to give him that. The same kind of staying power you need to commit and succeed online using tools like Twitter, Ning and blogs. Let’s face it, we all know organizations that hop on Twitter or start a blog with tremendous excitement, only to shut it down just two months later. Social media requires longevity. Persistence. And perserverance.

* There are no “Miracles” in social media. Setting expectations is critical when educating clients and getting your organization started. You can’t expect miracles. Social media isn’t going to turn your world upside down. It is simply another tool in your marketing and PR toolbox. Simple as that. Used correctly it can help you solve problems for your customers, improve your products and services and drive awareness. No miracles there.

BarryM2* Barry’s a rennaisance man. He’s a singer. Songwriter. Producer. Composer. Entertainer. Conductor. And performer. In the digital world, we need to wear multiple hats. Use different skills regularly. To be successful in the social space, you need to be one part communicator. One part technical guru. One part salesperson. One part negotiator. And one part community manager. Really, you need to be a 21st century digital renaissance man.

* The man has legions of fans. Say what you will about Barry Manilow. The man knows how to build community. And, more importantly, he knows how to sustain a community. The “My Manilow Network” Ning community has almost 4,000 members. He’s sold more than 75 million records worldwide. 29 of his albums have gone platinum. Most brands could learn a lot from how Manilow has not only cultivated a huge following, but also created a legion of “Fan-i-lows.” (OK, I couldn’t resist). He’s also learned to re-invent himself, something brands continually need to do online. Only we call it learning and adjusting. In a rapidly evolving space like this, you need to be able to learn and change on the fly.

BarryMOK, so I had some fun with this post. Can’t say I’m the biggest Manilow fan, but I definitely stand by the social media lessons I shared. What do you think? Can we really learn from Barry? I mean, he is a legend, right? RIGHT? OK, maybe not ;)

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13 Responses to “Everything I learned about social media, I learned from Barry Manilow”

  1. amymengel  on October 23rd, 2009

    Wow. I am at a loss for words about this post.

    So instead, I will just say that Music and Passion are Always the Fashion…

    ;-)

  2. Daniel  on October 23rd, 2009

    I love this post. I’m a big fan of one Barry Alan Pincus.

    I especially agree with your point about Barry maintaining a community. My social media mantra, really, is to <a href="http://www.socialstudiesblog.com/2009/10/create-shared-experiences-my-blogworld.html"create a shared experience for your customers, or in this case, your fans. Enable them to connect to you, through you and about you, and you’ll find that your brand will become much more digitally relevant.

  3. Daniel  on October 23rd, 2009

    Whoops. Just realized my code didn’t work.

    Here’s what I was trying to link to:

    http://www.socialstudiesblog.com/2009/10/create-shared-experiences-my-blogworld.html

  4. BryanPerson  on October 23rd, 2009

    In 1990 I broke my parents’ record player listening to Manilow’s “Copacabana.” The record player was never repaired. I’m not sure I have been, either.

    And that 200-foot tall image of Manilow on the side of the Las Vegas Hilton? Not sure I’ve gotten over that, either.

    Bryan | @BryanPerson

  5. Narciso Tovar, Big Noise Communications  on October 23rd, 2009

    Anytime someone can ‘work it’ to develop a piece about how a musical titan like Barry Mannilow can teach us a few things in social media…I’m ALL THERE with my white leisure suit!

    Great & Fun Post, Arik!

    Narciso Tovar
    Big Noise Communications
    @Narciso17

  6. Greg Swan  on October 23rd, 2009

    I bought my wife a Manilow t-shirt after that closing night party. She didn’t think it was as FANTASTIC as I did. I’ll have to explain it’s a metaphor — for crappy gifts.

  7. Daniel  on October 23rd, 2009

    Greg: I bought a Barry mug for my girlfriend’s mom last year during BlogWorld. She loved it.

  8. MikeSchaffer  on October 23rd, 2009

    Wait…so you are saying showgirls are good Tweeps?

    Seriously…epic post here…

  9. arikhanson  on October 23rd, 2009

    Amy/Bryan: Clearly, you two have the same sickness. Maybe there’s a Copa-support group you can join? :)

    Dan: Thanks for the comment. And great post. Couldn’t agree more on the shared experience point. And, I missed the Fat Burger event at BWE. Organizations need to think more creatively like that around how they activate their brands–not only in a traditional sense, but now socially, too.

    Greg: Got a picture of the shirt? Does it have sequins?

  10. PeterArceo  on October 23rd, 2009

    I work at the Las Vegas Hilton, love this post. It was very entertaining….and had a lot of truth to it. Very interesting way to look at it.

    Peter

  11. Jamie Favreau  on October 24th, 2009

    I have to say I agree with everything you said and how you said it. I was subject to Barry Manilow the first time as my first concert of my life when my parents took me.

    But he does have staying power. Between him and Neal Diamond. They just “have it.”

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