Developing a Social Media Plan
Social media does not replace what already works in your marketing plan. It’s an addition. The key word is planning.
Many people mistakenly approach social media like it’s direct marketing. They look for the ROI with every action. In the world of social media, ROI represents Return On Influence. It’s about becoming an expert and developing a community of people around you who admire your work and tell other people. It’s more like public relations.
If you’ve been in sales long enough, and we are all in sales, you understand the power of good people who refer your work. They can direct a lot of business your way. One of the foundations of social media for business is to attract, encourage, and champion your evangelists. Reach out to them and give them the ammunition they need to send more opportunities your way.
I like to think of the development of a social media plan as a solar system.
In the center of your solar system is your sun or your Web site. The Web site is your brochure. Nearby, your blog orbits like a moon. Your blog is designed as a center point for your community to gather and develop a deeper understanding of you and your work. Your Web site is where you sell.
Next are the inner planets. These are hybrid sites such as YouTube and Flickr. Share and connect ideas on these sites. Since they are hybrid sites, you can also blog, comment and share deeper insights into who you are as a photographer.
Finally, there are the outer planets. Sites such as Twitter, FaceBook and LinkedIn cultivate and develop your community. While all of your sites should attract new community members, your outer plants are your front line for engagement.
The goal is to use the outer planets to direct people to your inner planets, moon and sun. As people travel deeper within your solar system, they likely will become fans or evangelists of you and your work.
What Web sites do you develop and place within your solar system? The answer is it all depends on your target market. Many of the standard sites mentioned above are a good start, but look deeper for Web sites, communities and forums where your target market actually hangs out.
Talking shop with other photographers is the slow way to develop a community of new prospects and clients – unless your target market is photographers.
Develop a plan, earn trust, and grow your business through engagement with people who care about you in your personal solar system.
3 Responses to 'Developing a Social Media Plan'
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Amen! I hope to meet as many of you as possible in Real Life at my Boundless gallery premier party this Friday. http://Www.AfterHoursGallery.com and http://www.jcstudiosllc.com for the “Brochure”!
Later Gators!
A great post Rosh. Thanks for this!!!
Love the solar system analogy. Great way to look at the social media ‘universe’/chaos!