You can’t give it away for free–unless your audience wants it.

That’s the lesson the band U2 learned when they allowed Apple automatically to download the U2 album Songs of Innocence to 500 million people’s iTunes accounts without permission.

Many people didn’t appreciate the free gift. In fact, Apple’s move stirred up what one critic called a “tsunami of whinging.” The company was forced to create and send out a tool for removing the album from its customers’ devices. It was a PR blow for both the company and the band.

U2 should have known better..and so should we. Not everybody’s a U2 fan. Not everybody is devoted to your cause. Find your audience, give them what they want to hear, and you’ll have them singing along with you.