Does your social media business plan “play in Peoria?” If not, then consider a few 100-year-old tips from the vaudeville stage to attract an audience to your tired Facebook act.
Vaudeville was the main form of entertainment in our country from the 1880s through the early 1930s. The term vaudeville came from the French phrase “voix de ville” or voice of the city.
Social media is today’s vaudeville. Our “voix de ville” comes from Facebook, Twitter and LinkedIn.
The original vaudeville show was a series of separate, unrelated acts grouped together on a common bill. Comedians, singers, dancers, Shakespearian actors, jugglers, freaks and anyone else who could entertain an audience shared stages across America.
Entertainers strived to refine their acts to work their way from the small towns to the big-time venues of New York and Chicago. “Will it play in Peoria?” was vaudeville’s mantra, as promoters knew talent would shine through no matter where it played.
The similarities of vaudeville and social media are hard to miss. Many gather on common digital platforms these days to provide entertainment, social commentary and business, all on the same bill. Statistics show that more than 90 percent of Americans work to be noticed in the social media theater.
Yet many businesses still struggle on the social media stage. They strive for the big time but too often end up getting the hook. Here are five vaudeville principles that apply to your social media efforts.
1. Keep it clean. Vaudeville promoters passed out blue envelopes each Monday to acts that used lewd language or themes, warning them to change the material or be blackballed. Off color content will repel more people than attract. Keep your web sites, Facebook pages and Twitter accounts PG clean.
2. Know your audience. Vaudeville comedians drew on numerous accents for their acts. They would not, however, make fun of Germans in a town full of Germans. They made fun of Italians. (ba-dah-bing) Be relevant, not repulsive.
3. Content rules. Milton Berle, the late vaudeville and television comedian, said it took 18 months to two years to develop seven minutes of good stand-up comedy. Having quality social media content takes time, effort, talent and continuous editing.
4. Pay for talent. Telling a joke does not make you a comedian. Hire the talent to make your web site and social media channels crackle with excitement. The business owner is the promoter, not the act.
5. Keep it current. Audiences in 1920 wanted to hear Swanee, not By the Old Mill Stream, which was so 1910. Vaudeville audiences wanted fresh, exciting and fun stuff. Your audience wants the same. Update your social media material on a regular basis. If it never changes, you’ll be playing to an empty house.
Keep these ideas in mind as you try to attract an audience for your business. And who knows? If it plays in Peoria, it just might go viral!
Why do you think most business social media campaigns don't attract an audience? Too boring? Visually unappealing? What one tip would you give to make a social media campaign zing?
John McGory is a partner in Web Face, a Columbus communications and marketing company that will help your company “Play in Peoria.”
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