February 8, 2012 Leave a comment
Long Story Short: I always thought that Zune should’ve done more, with its social media voice, to highlight music events and up-and-coming performers. Pretty soon, “Zune” might not even get a chance to do that.
Periodically you’ll see me re-tweet something that is said by iTunes or AmazonMP3 or a host of other music services. I know that you see me, as a Zune MVP, and wonder why that is: Why aren’t I just letting that stuff blow by and just shouting out every possible thing Zune says?
I love Zune, but I always thought that the Twitter account could’ve done more, in terms of discussing current music events and performers. Why didn’t it tweet out interesting news articles about music? Why not point people to an up-and-coming band’s website? Why not engage with more musicians who have twitter accounts and actually tweet from them?
On the other hand, you have iTunes who talks about the Grammys (even though I’m not fond of having 8000 award shows, The Grammys are still relevant and popular), coffeehouse-type performances and what not. In other words, iTunes looks like they’re really engaged in what’s going on in the world of music. Whereas Zune just sounds like it’s more focused on what’s happening with the front page of the Marketplace and making puns about music. It’s nice to a degree, but engagement on social media is key.
Now, I know. There’s corporate standards involved. I know that Zune, as a twitter account, can’t go haphazardly talking with everyone and responding to everything. I also know that there can be a fine balance between happily promoting what you’re doing on your service and what’s going on with music at-large.
Yet, we’re now at a point where Zune, as a brand, is going away. It will be replaced by a music service that will live under the Xbox umbrella. At that particular point, what happens to these Zune social media accounts? Do they get transformed? Discontinued? Merged? Blended? Sliced? Diced? What?
I, personally, would still love to see some official Microsoft account continue to talk about music and media: To point out the free TV episodes available and the hot new music about to be released. I would love to see an Inside Xbox show that discussed upcoming albums and ‘albums you may have missed.” Hell, I would love to see the Green Room podcast brought back as a Microsoft web show that interviewed up-and-coming artists.
All of these things are great for community engagement, bringing awareness to whatever brand gets attached to them. And I would love to see something that’s along the lines of what a Billboard or iTunes Music does.
Zune, I always thought, has done interesting things and has interesting things to say.
I just wish they would say them.