T&S: Social media success

Tegan and Sara on Ellen, Feb. 13, 2013

On September 7, 2010 a group called Get Tegan and Sara on the Ellen DeGeneres Show was created on Facebook. Well folks, two and a half years later, that request has become a reality. The dynamic duo performed their new hit Closer on February 13, 2013 on the Ellen DeGeneres Show. This is Tegan and Sara’s first time appearing on the show and according to their Twitter, performing Ellen may have the coolest moment in the band’s history.

After reading that T&S were going to be appearing on Ellen, I continued down their Twitter page to see what else was new in their world. As an “intense fan” who closely follows the T&S website, attends every nearby concert and jams to both their new and old tracks on a daily basis, you’d think I’d be up to date with the happenings of Tegan and Sara. Wrong.

Their Twitter page contained some very exciting news. I learned that the twins have been recording a YouTube series called Heartthrob: Track by Track. Each short YouTube video in the series- hosted by Tegan and Sara- focuses on a single track from their new record, describing why they wrote that song and what it means to them. I encourage you to check out the series!

Learning more about why an artist has written and performed a song in the way they have can often provide the audience with an even stronger connection to the song. It helps fans understand the meaning behind the track and helps us relate to the message. The setting of this particular video series is intimate; it consists simply of the song playing in the background and T&S sitting side-by-side conversing about it. It brings the audience closer to the artists, closer to the song and closer to the band in general. Isn’t that what it’s all about in the music industry? Connecting with the song and the artist.

The day after appearing on Ellen, the crafty sisters released Heartthrob valentines on their website.  The valentines were clever; featuring messages like “Will you be my Heartthrob?” The cards were posted on their social media platforms so T&S fans could easily select a card, personalize a message and send it to a friend or a special someone. 

In a very short period of time, Tegan and Sara have altered their sound, taken over radio stations everywhere, made several television appearances and rocked a number of social media platforms. So why is social media important to a band like Tegan and Sara?

Well, as an artist, how important is it to communicate with fans? Alternatively, how much do fans appreciate such a simple connection? The reality is, social media has become an important part of our society; it’s how many of us interact. It provides a way for people of influence to proactively brand themselves to their fans and to the public. It is a way for them to grow using simple things like creativity, passion and consistency.

Social media provides artists like Tegan and Sara with a place to build a community. It’s a place where they can surround themselves with fans and positivity. The T&S community is primarily comprised of their core audience and intense followers. Social media is a positive place for them to develop their brand and easily communicate with these fans. The examples of social media use outlined above are thoughtful and efficient. 

T&S effectively use social media every day to communicate with their audience. They use it to make and enhance connections, to increase their website traffic and to give something back to their fans. Their blog is updated often in order to communicate consistently with their fans, allowing them to feel involved in the world of T&S. Tegan and Sara promote engagement; they make it clear that they appreciate feedback. This feeling of inclusion encourages fans to become even more involved.

The fan-mailbox

On their  current tour, Tegan and Sara have a mailbox located at the merchandise table. They accept anything a fan chooses to leave in the box. Later, they read the notes, look at the drawings and listen to the music their fans have offered them. They discuss and sometimes show these special pieces on social networking platforms to acknowledge the senders.

Tegan and Sara are genuine. Not to mention they're beautiful, hilarious and amazingly talented. All of this combined with their effective use of social media is great for their image. As long as they keep up the honest communication, the good social networking habits and the unbeatable sound, T&S should have no problem maintaining their positive public image.

Tegan and Sara audience, 2013