UK music acts have been some of the most quickest to embrace social media marketing - often as part of a multi-media strategy - to increase word of mouth, sharing and positive interest innew releases.
The launch campaign for the Plan B album, Ill Manors, was a good example of this: it was powered by traditional and digital media working in tandem.
The album was the third studio release from Plan B - whose full name is Benjamin Paul Ballance-Drew. Drew's unique musical style combines soul, R&B, garage and other musical genres; his career has also included acting and film-making as well as music. The Ill Manors album was written as the soundtrack for the movie of the same name which the artist wrote and directed.
There were five main components used to engage fans of the unique hip-hop act:
The combined impact of the various initiatives resulted in 5.9m Facebook fans, 342,000 Twitter followers, 8.3m YouTube views of new album content and a boost in sales.
Ill Manors became Plan B's second number one album in the UK, and was nominated for numerous best album awards including at the Brit Awards, the Mercury Music Prize, the MOBOs and the Urban Music Awards.