As technology and its uses become more robust, the opera singer must also adapt quickly to remain connected to audiences and knowledgeable of current opera performance practices and techniques.   It is also essential to become proficient in new technologies in order to leverage them in creating brand recognition, generating connections with other performers, and researching new operas. Social media contains many platforms that can assist the opera singer in creating a successful marketing strategy. The singer should research and explore multiple options before deciding which platforms to use.

The changing nature of social media and advances in technology add to the complexity and number of options available to the singer. By investigating available options, the singer can choose the format that works the best for their own brand and sustains the desired level of engagement with social media needed to create a digital persona. The following quick guide to creating a digital persona outlines this strategy.

QUICK GUIDE: CREATING A DIGITAL PERSONA

Step One: Develop and solidify your Brand

1. Who are you? What makes you unique?
2. What do you want to highlight?
3. Create a digital portfolio of your work. (Start with what you have and build on it.)
   1. A professional headshot
   2. Video of a performance
   3. Audio recording of a performance/audition repetoire
   4. Backstage photos or photos in costume
4. Keep track of performances & develop a professional resume.
   1. List performances by role, show, company, and date
   2. Clear and concise format for Resume

Step Two: Research

1. What are other performers using for Social Media?
2. Whose profile is interesting and why? Analyze their techniques.
3. What can you safely borrow from them without becoming an exact copy?
4. What new ideas do you have? What interests you? What do you want to share?
5. Which technology platform(s) will give you access to the audience you want to engage?
6. Watch tutorials on how to use the different platforms. Choose platforms that are interesting to you.
7. Start with one platform and build your brand.

Quick Guide: Your Digital Persona

Step Three: Start Using Social Media

1. Start small – Choose one platform and create your account.
   1. Include interesting posts and information
   2. Keep your message/content focused on a clear subject.
   3. Numbers will increase in time – Feel free to invite friends
   4. Don’t invite friends too often. (Numbers will gradually increase as you post and your audience grows)
2. Keep in mind your naming convention (Brand)
   1. Have a clearly identifiable name. Choose a name that is clearly related to your field. (Many singers use their full name and voice type.)
   2. Each account you use should clearly represent your Brand and follow your naming convention.
3. Tips for Accounts – Feel & Look (Images, Colors, Name)
   1. Use the same banner or profile images (make it easy to tell which performer is attached to your account.)
   2. Use a similar account name. This also builds brand recognition.
   3. As your account becomes more advanced you may wish to create an email address for professional correspondence. This is a good idea at the beginning, even if you will not be using it right away, and enables you to create an account that matches your brand name.
   4. Link Accounts
      1. (include information on one platform with account names on other platforms)
      2. This way your audience can find you on multiple platforms.

• You can also encourage responses on multiple platforms and engage with multiple audience groups.

1. Keep information up to date on all accounts you are using.

Step Four: Keep Track of New Trends

1. Don’t get complacent! Review your metrics and decide on which numbers or responses matter to your overall strategy.
2. Keep track of new technology and explore new Social Media trends and concepts.
3. Use these concepts to build your brand integrity and audience loyalty.
4. Be yourself. The things that make you unique are the things that make you stand out from the rest of the noise online.

Follow the link below to see the full research of this post

https://www.researchgate.net/publication/303604667_Social_Media_Marketing_and_The_Opera_Singer