How we use social media

[vc_row type=”full_width_background” full_screen_row_position=”middle” column_margin=”default” equal_height=”yes” content_placement=”middle” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” bg_color=”#ffffff” scene_position=”center” top_padding=”5%” bottom_padding=”10%” left_padding_desktop=”8%” constrain_group_2=”yes” right_padding_desktop=”8%” top_padding_tablet=”8%” bottom_padding_tablet=”8%” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” id=”planning” overlay_strength=”0.5″ gradient_direction=”top_to_bottom” shape_divider_position=”bottom” bg_image_animation=”none” shape_type=”straight_section”][vc_column column_padding=”padding-4-percent” column_padding_tablet=”no-extra-padding” column_padding_phone=”no-extra-padding” column_padding_position=”right” column_element_spacing=”10px” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” zindex=”100″ gradient_direction=”left_t_to_right_b” overlay_strength=”0.3″ width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” offset=”vc_col-xs-12″][vc_column_text] A record label should use its social media channels to promote its artists, right? When we started out, we looked at what other record labels did for their artists, because “they must know how to do it”. Back then, the algorithms were different, and you could reach more or less your whole audience when posting. But then we saw a change. Our posts didn’t reach as many people, and we were not getting the amount of engagement we were used to. We saw that other record labels (especially major labels) performed exceptionally badly in terms of engagement, even though they...