The process of reaching fans online is rapidly transforming. More music fans than ever participate in the real-time web, but how important is the real-time web in comparison to the static web? On Tuesday, social media consultancy Trendstream released a report that confirms what prescient observers already knew: online participation is shifting from the static web towards microblogging and social networks at a torrid pace.
Trendstream’s report contains a few illuminating statistics. While blog writing and forum participation declined 4% and 11% respectively, between 2009-2010, use of social networks and microblogs both increased 20%. The study also touched upon the importance of social networks in shaping consumer behaviors. Study participants ranked social network contacts as the media source they trusted most, and even in the surveyed markets where social networks were LEAST popular over 50% of consumers had participated in social sharing within the last month.
Everyday more music fans are using the social web. Fans are more likely to respond to recommendations in the social stream than they are to advertisements in traditional media or editorial opinions expressed on blogs and websites. The consumption music is being decentralized and power is coming back to the artists. Social networks are increasingly important for bands and harnessing the power of the social web is more achievable than ever. Trendstream’s survey underscores how necessary it is to have a strong social network presence in 2011.
Check out the report here.