3 social media lessons from New Kids on the Block

The boy band’s heyday predated social media by decades, but the way they connect with audiences is instructive for brand managers and content marketers.

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Last month, I had the giddy joy of seeing New Kids on the Block at the Tacoma Dome for The Main Event tour. Once I added the new program to my collection, I realized that this was my 5th time seeing them since they got back together in 2008. After watching them this most recent time, I discovered three social media lessons from the way the band performs and interacts with its audience.

1. Repurpose content.

Many of the New Kids’ hits come from the late 1980s and early 1990s. After performing hundreds of concerts over the past 20 plus years, it could get a little dull singing the same songs over and over again. During one portion of the show, many of their hit songs were sung to the melody of other songs and mixed seamlessly together. For your blogs and social media content, repurposing content is a great way to share the same content again, but with a fresh take.

2. Go behind the scenes.

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