Sugarland, the country duo, is changing the music industry through social media

         Ever since I have been a little girl, I have loved country music. I loved the stories, I loved the people, I loved the voices, I loved the cowboy hats, and I loved singing along. I still love country music for those same exact reasons, but I also love country music for what Sugarland is doing.

Photo credit: Sugarland's In Your Hands Tour website 

        As you country lovers have most likely heard, and those that have not, Sugarland's "In Your Hands" tour is a tour that is completely devoted to the fans. Fans are encouraged to make signs, Tweet, send requests to their designated In Your Hands Tour website. Jennifer Nettles and fellow singer, Kristian Bush then pick the most requested songs to sing! In addition, Nettles and Bush have on several occasions picked signs out of the crowd and responded to it. For example, in Toledo, one fan made a sign reading,"Please call my dad when you play 'Baby Girl.'" According to the article, "Sugarland, In Your Hands Tour: Fans Get Into the Act," Sugarland saw the sign and rang the girls father from the stage and dedicated the song to him.Talk about optimizing social media and fan engagement!
        The way Sugarland has changed the music industry is a valuable lesson for public relations practitioners. Sugarland has never had such a strong and dedicated fan following. There is nothing more exciting and engaging for fans than to determine what their favorite country duo sings at the concert! I believe that public relations practitioners can bring the same concepts into designing campaigns for companies. By using social media and mobile media as a driving force behind the campaign, fans can become totally indulged into the cause. A company can significantly benefit by not only giving the public a feeling of power, but actually giving fans true power.
         I am curious to know what you think is the greatest thing about Sugarland's tour, and how it can be related to other business practices? All thoughts are welcomed (and encouraged)!