1. Be transparent while being conscious of what you are saying.

We hear the word “transparent” all the time in social media.  Transparency basically means being personable. Twitter, Facebook, and blogging all give your fans a means by which to learn about you personally.  If done right, this transparency leads to a stronger connection and ultimately a stronger fan base.

Photo by Beachy on Flickr

However, if done wrong (think Tiger Woods), this transparency can alienate your fans.  The trick is finding a balance that works for you. Some people like to discuss the intimate details of their personal lives (example: Penelope Trunk), while others prefer to leave those details out.  Write what you are comfortable writing and be aware of how your audience reacts.

2. Control social media, don’t let it control you.

Social media is a tool for you to use.  It is a resource for you to make connections and disseminate content.  By using his own blog to post his announcement as opposed to a public magazine, Martin was able to control the content of his message and how his fans would view it.

3. Engage your audience by adding your own personal twist.

I’ve talked about how to build your personal brand by telling your story.  This is exactly what Ricky Martin did.  By writing his statement in a narrative fashion that showed his personality, we feel more connected to him as an individual and an artist.  Infuse your work with little bits of you and your history.  No one lived your life but you, so promote yourself by highlighting those distinguishing qualities.

4. Doing something buzz-worthy before you are about to release a product is a good idea.

I have no doubt that Martin’s announcement coinciding with the release of his personal memoir wasn’t a coincidence.  While you might not have a personal publicist to plan these maneuvers for you, if it is possible, try to plan big announcements and appearances around releases of your products.