Today’s work: onboarding a 65 year old into social media

In today’s consulting session, we discussed ways to generate pre-launch buzz and familiarity for a brand new upcoming music app to be launched on Kickstarter. This is an idea by a serial entrepreneur who is undertaking a very interesting new product development process.

Since it is a new brand / product and involves crafting a new world, I am strategizing ways to get the word out.

Thankfully this gentleman already has a firm sense of the characters in his app and how they related to each other, so he has the world-building pieces in place.

Social media is one way that I proposed to push his content out into the world so that people could get the feel for the app and the concept, and then sign up for his Kickstarter “pre launch” notifications.

So I recommended that he push “scroll-stopping” video content out onto TikTok and Instagram.

I also feel like he should cover his discover bases by fleshing out his Facebook brand page and also start a Twitter account. They all hit different demographics but I think being discoverable across media is a benefit. And all his videos will go into YouTube into playlists.

All those media discoverability points will help. Once he is in there he can contact players on each of those platforms and show them his concept by way of forwarding his own posts, and see if there is a fit for reposting, discussion, interviews or other types of interactive coverage. This is a bit of a micro-influencer concept that’s more natural. It was my opinion that working with influencers in the pre-launch phase is pointless as there is nothing for the audience to buy or act on.

My next step in this work is to roll thru all the different possible social media channels and guide him with some best practices to establish these accounts and make their profiles usable for him. I also need to guide him on how to post on ewach, what types of media, calls to action, posting cadences and the like.