ALG: The Importance of Social Media in Legacy Preservation

There are many things to consider when creating a legacy plan and social media is one whose importance is often overlooked. In today’s digital age, platforms like Facebook, Twitter and Instagram play a major role in the preservation and extension of legacy brands.

Currently, there are more than 2.5 billion active social media users. Social media allows iconic entertainers and properties to connect with fans around the world and engage them in new ways, from simply sharing a photo or playlist to promoting a product. This results in a network of followers who are subscribed to your content and who respond to your messaging.

Social media presence is more dynamic than just a website or online store — you have the ability to create unique interactions with your fanbase every day. Insights including engagement statistics and demographic information are built into most platforms, allowing you to gauge user reactions to your content and hone your messaging strategy accordingly.

The modernity of social media adds credibility and relevance to your name, especially when it comes to younger generations of consumers. As your follower network grows and your content is shared across each platform, you will gain the attention of new fans. Social media is a popular mode of discovery, especially when it comes to entertainment. Strong follower numbers can be used to establish consumer interest and secure new licensing partners, among other things.

Lastly, social media is an incomparable promotional tool. Your profiles can complement your existing website and store by hosting announcements and advertisements for new products, albums and tours. Posts that link to purchasing options are completely free, but if you’d like a boost, some platforms allow you to expand your audience reach for a small fee. In many networks, you can also pay to list targeted ads.

Build your social media presence now and craft the personality, messaging, tone and legacy that fans will love for generations to come!