I’ve been in awe of Leah Jones—online and off—for a few years now, so I’m thrilled to finally snag some of her time for an interview for Rock Unemployment. She’s a kick-butt social media coach who teaches creatives (and rabbis!) how to find fans online and build communities of wildly enthusiastic fans. You can find her on the web at Natiiv.com.

In our interview, Leah talked about doing research to build a fan base, seeking out “windows and side doors” into conversations with them, and how she helped I Fight Dragons move off of MySpace and into a record deal.

Melanie: You run a company called Natiiv. Can you tell us a little bit about who you work with and how?

Leah: I work with writers, artists and musicians – as well as Jewish communal professionals and small business owners – to teach them the basics of using social media tools for building relationships and promoting their business or art. I also do some freelance with at a small agency working on major consumer brands on digital marketing programs.

Melanie: I’ve heard you say that you teach social media to “rabbis and rock stars,” which is totally cool to me! What do they have in common?

Leah: More than either would like to admit, I bet. Both are looking to connect with new and existing audiences online, both place importance on writing and conveying messages and both are called.

Face it – you don’t become a rabbi or a working musician unless you are incredibly passionate about the work. Both consume your life, leave little room for other interests, and rarely bring monetary rewards. So you’ve got two passionate groups of people – one for Torah and one for music – connecting with people through sharing that knowledge.

Melanie: You’ve mentioned to me that you help teach people to do social media research, to learn more about (and get connected with) their true fans. What are your top 3 recommendations for an artist or musician looking to expand beyond their usual social circle and find “their people”?

Leah: 1. Think about the last party you were at with a bunch of strangers – what were the conversations you interrupted because you were so fascinated by the topic of conversation and it wasn’t about music? Go find those people online and make friends with them. Eventually tell ‘em you’re in a band.

2. Be honest about what other bands your band sounds like and go find their fans. Don’t pick the biggest bands that influenced you, but smaller bands that are within reach. Would their fans really be interested in your music? If so, then start talking with them and introduce your music to a new audience.

3. What book do you love that your ideal fans would love? Go find the people talking about that book and make an introduction. Don’t be afraid to tell the book lovers why you suspect they might like your music.

Melanie: Recently, one of the bands you work with, I Fight Dragons, was signed to Atlantic Records. How did you help them start their transition from a MySpace-focused strategy to more of a conversation with their fans?

Leah: The challenge when I Fight Dragons dropped their EP, Cool Is Just a Number, is nobody was talking about their genre or looking for a new band that played Nintendo Power Pop. The first thing we did was define their fan. Then the guys went looking for them online and talking to them about all sorts of things – Star Trek, Nintendo, Legos – and eventually bringing it back to the band.

I Fight Dragons also spent a lot of energy and focus on their email list. Email marketing isn’t sexy or new, but it is SO important. Email addresses are worth a CDs weight in gold, possibly more! The band focused on regular contact, exclusive content and a great live show once people came through the door.

Melanie: You don’t just work with musicians and rabbis, though. Right around the time we met, you were working with Amy Guth on her social marketing work to promote a book she’d just launched. What are a couple of strategies she used that might apply to authors or other creative folks?

Leah: With Amy, we did a combination of online only events (blog tours) and online/offline events – a Scaventour. Our goals was to keep redefining her possible audience, finding people and introducing the Three Fallen Women to them. There was a feminist blog tour, a Hanukah blog tour, and the random  “Uh Oh Ask Me Uh Oh” meme we started. The Scaventour was about meeting her fans in person as she drove from Chicago to New Orleans.

I think creative people need to think about how you can define and redefine your audience. If your product is the front door, what are the side doors? What are the windows into a relationship with you? Related topics that tell you someone might be interested in what you have to offer.

Melanie: I love your analogy of finding “windows” or “side doors” into a conversation with your fans, instead of just saying, “Check out my stuff!” At the same time, at some point you’ve got to spread the word about what you’re doing. As a creative person, once I’ve started that dialogue with someone, how can I move into a little self-promotion without being sleazy?

Leah: Just like when you’re at a party, it becomes obvious when you can start talking about yourself and your gigs. When you do start talking about shows, make sure you don’t stop talking about the other stuff. I fall victim to this myself – right now I’m working on a fundraiser at my synagogue with big name comedians. It is all I think about and it is starting to be all that I twitter about.

I have to say, “Leah, talk about something else, you’re boring yourself!” and then I try my best… even though the truth is when you have an important gig, it is all you can think to talk about.

Melanie: Anything else you wish I’d ask about?

Leah: I have a great challah recipe if anyone wants to learn how to bake bread.