For those that don't know here's a Web 2.0 intro

Musicians, artists and entrepreneurs are often some of the best, most innovative marketers I've ever known.  This is probably because they are usually very creative thinkers who are resourceful, due in part, to minimal or non-existent funds.  However, I'm still amazed to find out that many of these creative folks are not taking advantage of the power of the internet to aid their resourceful marketing efforts.  I'm speaking in particular about social networking and Web 2.0 technologies.

Online social networking tools are a great way for musicians, artists and entrepreneurs to communicate and build relationships with those in and around their craft.

What is Web 2.0?According to Tim O'Reilly, a forward thinking software developer and open-source pioneer, who coined the phrase, Web 2.0 is the business revolution caused by business’ move to the internet as a platform for conducting business, and an attempt to understand the rules of success on that new platform.  In other words, Web 2.0 is the use of the internet specifically to connect and conduct business.

What kind of things on the internet might be considered Web 2.0?Certainly anything related to social networking where folks can connect, build interactive relationships and potentially conduct business. (i.e. Facebook, MySpace, YouTube, Twitter, blogs, Second Life, PayPal, eBay and many, many others) 

What drives social networking?By this point, unless you’ve been living in a cave somewhere, you have been exposed to social networking and have likely been sucked into to its addictive characteristics…and you probably have already figured this out, but I’m going to tell you anyway:  constant fresh content is what drives anything related to social networking (with the assumption that there are folks interested in consuming your constant fresh content).  By creating such content and having an audience waiting to consume it, that audience comes to expect your content and actively participates with feedback (comments) and the ability to instantly share your content with their friends around the world via the internet (it then becomes electronic word-of-mouth). If you don’t provide regular new content (even short and sweet bits of new content) traffic to your social network sites will drop off rapidly. Thus, it will no longer continue to be useful to connect with others or as a marketing tool.  

Why am I telling you about this? I'm telling you about this stuff because social networking is all about communicating and building relationships.  The best part is that you can do most of it for free online.  Getting involved in Facebook or MySpace is a great way to meet others who have a similar interest as you, to share your music or artwork, or share photos, or whatever.  The point is that you're inviting folks to be a part of your life, and you're offering them a peek into who you are.  This allows you to build relationships, which will potentially allow you market and sell your wares to folks interested in exactly what you are offering.  (Definitely read this blog post by Seth Godin, and pay attention to the 10,000 fans part). 

How can I make Web 2.0 work for me?If you're looking for ways you can market using Web 2.0 tactics then I would first recommend finding a way to generate some interest in who you are and what you do.  In most social networking sites you can become 'friends' with others also on that social network increasing your online contacts.  Also, if you're a musician, play live shows and get people to sign up on your mailing list.  If you're an artist and you're showing your work at a gallery do a similar thing and entice people to sign up on a mailing list.  If you're an entrepreneur running a business create a contest to capture people's contact info that they willingly give you by opting into the contest...basically, you need to gain people's permission to continue marketing to them (by the way, Seth Godin is the king of permission marketing tactics, so check out his sites).  Once you have permission, even if it's only a small group to start with, begin offering consistent fresh content via your social networking sites (blogs, show announcements, etc.) directed to those folks.  If they like the content you're offering they will spread the word on- and possibly off-line too growing your following.

How do I manage all these websites and social networks?Figure out exactly what sites you have the time, knowledge and ability to manage and only take on that which you can manage and maintain with a high level of consistency.

A quick practical tip to managing multiple sites:  Keep a folder with bookmarks of all of the sites and pages that you oversees, this maybe two sites it maybe 10 sites… When it comes time to update your sites, simply run down the list and don't stop until you've updated each one.  (I'm pretty sure I picked up that tip from a GarageBand.com email newsletter).

A general note about integrated marketing:
Web 2.0 tools, such as social networks, are individual marketing tools that increase their effectiveness when used in conjunction with other forms of on- and off-line marketing, such as direct mail & email, texting, live performances, etc.  Be creative about how you integrate your marketing efforts…try a few things, track and measure the effectiveness and if it works try it again, or tweak it accordingly.

How do I keep up-to-date about new sites and technology that may work well for me?My advice is to regularly block out whatever time you can—15 minutes, a half hour, two hours, etc.—each day, week or month where all you do is explore the internet, read and learn about Web 2.0 technology, best practices and how it might fit with your goals and marketing efforts.  This is where it is helpful to subscribe to email newsletters or blogs that you have an interest in…there are several out there (check out Digg, and Technorati, or simply Google some key words related to your interests and the word, 'blog' and I'm sure some relevant things will pop up).