Mixing Your Social Media

Is it just me or does there seem to be a new social network every week? These platforms come in and out of style, so how do you know which ones are worth the investment? As we’ve talked about, social media takes time – it’s a marathon – so you want to choose wisely before you hop on board with every new option. First of all, you won’t have time to make art if you try to be active across all social media. Plus, you’re more likely to drop off and leave behind an inactive account that leads some to question whether or not you’re still an artist. The good news is that you shouldn’t try to be everywhere. Pick a few social channels that benefit you and stay strong in your activity. If you’re wondering how to choose, I’m here to help you!

While there may be tons of different social platforms and many new ones popping up, the core choices are often the best way to reach wide audiences. You may benefit from the smaller platforms if you have a really niche target or want a good source for networking with your own kind, but these are the major contenders for your marketing investment (ranked in order of my opinion of value for artists):

1. Facebook
2. Instagram
3. Twitter
4. Pinterest 
5. LinkedIn
6. YouTube
7. Meetup
8. Flickr

Considerations

• Where is your ideal audience active? If you have several segments, where can they each be found? Think about age and key demographics as well as interests. Facebook Audience Insights which we'll talk about next month is a great tool for seeing who you could reach.
• Do you already have people talking about your brand? If so, you need to be available to be tagged accurately, to respond and show gratitude. Facebook and Instagram for example where a large part of the consumer audience is sharing what they Like.
• What type of content do you plan to share? Each platform has it's options and limitations. Visual, Text, Links, Videos, etc. No need to join a channel specific to a media you don't plan to create, and don't limit yourself by only focusing on one with fewer options.
• Will you be easy to find (whether or not you pick the most mainstream options)? Make sure your social accounts are consistent and identifiable. 
• What metrics will you have to measure your results? Most top social networks now show you reach, impressions, engagements. Think about your goals and how you will gauge what's working so you can invest your time wisely. Know that not all metrics need to be objective numbers. Sometimes what counts is the subjective reactions you're getting. 

FACEBOOK

• Benefits:
• Large & diverse audience; Meet people where they are.
• Establish an online presence even if you don’t have a website.
• Be a part of shopping conversations, i.e. Word of Mouth.
• Share a wide variety of content - Links, Text, Images, Videos.
• Best Practices:
• Separate Personal Profile & Business Page.
• Post different types of content; Not all promotional.
• Aim for 3 to 5 posts per week at a minimum.
• Use the Events feature for shows or sales.
• Tag or Mention where applicable for cross promo.
• Watch the Page Insights for what’s working.
• Use Like as Page to support others & show affiliation.
• Like & Comment as your page on other content.

INSTAGRAM

• Benefits:
• Highly visual channel - Images & Video.
• Designed as an outlet for inspiration.
• Great place to get feedback from followers.
• Reach audiences beyond local target.
• Tons of related Apps for creating content.
• Best Practices:
• Again, separate personal & professional.
• Develop a characteristic visual style.
• Variety - Artwork, Works in progress, Event updates, etc.
• Always include a caption to give context.
• Use relevant Hashtags for increased reach.
• Set up business account for analytics.
• Can post more often than other channels.
• Try a Repost app to re-share content.
• Engage with peers & industry leaders.

TWITTER

• Benefits:
• Ideal for quick, timely updates.
• Good resource for news & trends.
• Place to connect & network.
• Best Practices:
• Be mindful of character limit (280 per tweet).
• Use shorten links as needed (i.e. bit.ly).
• Hashtags are great, but don’t overdo.
• Follow peers & industry resources.
• Retweet & tweet @ for engagement.
• Share a variety of content - links, photos, videos.
• Can post multiple times per day.
• Use trending hashtags when relevant.
• Build Lists for accounts to follow & share.

PINTEREST

• Benefits:
• Another great channel for inspiration.
• Very engaged audience sharing favorites.
• Allows you to share linked images.
• Organize visuals by category.
• Best Practices:
• Create boards that are brand relevant.
• Convert to business account for analytics.
• Make it easy for fans to repin your work.
• Consider boards that support your business.

LINKEDIN

• Benefits:
• Professional network for tracking connections.
• Establish expertise with an online resume.
• Connect with potential B2B clientele.
• Best Practices:
• Most important channel to keep professional.
• Can post updates, but keep them business related.
• Use for collaborations, hiring, big announcements.
• No need to post more than a few times per month.
• Make sure your education, experience, etc. is up to date.
• Seek Recommendations, i.e. Testimonials.