By Liv Buli of Next Big Sound. This article originally appeared on Forbes.com. Whenever the topic of social media is raised in any forum of the music industry, a choice discussion is always the practice of purchasing followers or views, allowing artists to game charts, rendering social activity unreliable and therefore less significant. But often overlooked in this dismissal of the validity of social activity is the fact that building a significant social following is fairly pointless for an artist unless they successfully leverage that following at critical moments. To reach fans with a new lyric video, to spread the...

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