Zach supervises social media strategy at Martin|Williams Advertising in Minneapolis, MN and runs 808 Management, a consultancy for independent artists. Follow him on Twitter at @zackolantern.

As we roll in to 2010, the selection of band-friendly social media tools is growing. Say goodbye to sporadic MySpace updates and incomplete tour information on Facebook. There are now more options for sharing your music with fans and empowering them to share it with others.

Since MySpace Music has failed to show much staying power, tools on other networking sites have risen to fill the void. However, the clunky music sharing options on sites like Facebook and Twitter did not trump the relative simplicity of sites like MySpace Music, which were built as a destination for streaming audio and promotion.

Here are some tools that encourage fan engagement and help you easily manage fan relationships in a new era of social networking.

1. Improve your Facebook Page with ReverbNation’s MyBand

The Fan Page has revolutionized the way that bands can interact on Facebook, but Pages have always lacked the familiar look and feel of sites that are native to showcasing music. MyBand, on the other hand, lets you put your band's photo, streaming tracks, and upcoming shows front and center. Set your preferences to show the MyBand tab by default, and suddenly people can get an instant snapshot of your band without scrolling or fumbling around.

2. Share Songs on Twitter with Twiturm

Introduced at the beginning of 2009, Twiturm lets bands upload music and share it through their Twitter profiles without sending listeners off to the depths of MySpace to access streaming music. By integrating with your band’s Twitter account, Twiturm allows you to post your music and track listens. You can also choose whether or not listeners can download the track. Additionally, users can share the track with their followers with one click.

3. Reward Increased Engagement with FanBridge

Acquiring new fans is only half of the battle. Maintaining your relationship with them is a crucial part of ensuring that they continue to engage with your band.

This means taking a calculated approach to keeping in touch. Your fans may engage with you in only one place — like your e-mail list –- or in multiple places. FanBridge, a subscription service that was first introduced in 2007 and entered the black this year, aims to do just that by taking the guesswork out of e-mailing and texting fans. It even allows you to offer exclusive multimedia to those who sign up for your list. Service begins at $7 per month and scales upward to about $250 –- a good deal for what is essentially a music-specific contact management system.

4. Build and Share a Digital Album Package with BandCamp

BandCamp is a do-it-yourself solution for digital music distribution. It is a publishing platform for musicians that is focused on the idea of creating a self-contained digital album package that fans can interact with, beyond just listening to an audio stream. Nearly infinitely customizable, a BandCamp page features name-your-price (or free) download options in whatever formats you choose, from 128KB MP3, to FLAC, to Apple Lossless. Add in album art, lyrics, list-building features, and real-time statistics, and you have a fully custom album package with back-end coding that you don’t have to worry about. And the best part? You own everything, and can host it wherever you’d like.

5. Measure It All with Band Metrics

Like any marketing campaign, the best way to know if you’re doing a good job of promoting your band online is to exhaustively measure how people respond to your tactics. For bands, this can be a difficult proposition. Pre-packaged measurement solutions do not have the features necessary to support analytics across streaming audio and video, social networks, e-mail lists, and fan-initiated conversations. Band Metrics (currently in private beta), is a measurement platform built just for musicians, and measures the ways that fans interact with artists to pull out real-time — and more importantly, actionable — information that gets to the heart of what your fans respond to. Look for a public launch in early 2010.

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