Use Social Media to Reinforce Your Message

[by Thomas Werner]

So you have your Facebook account set-up, are adding business connections on LinkedIn, and are Tweeting from time to time. You spend “x” number of hours a week posting and building your base, you have “friended” and “connected” and “follow” your fellow photographers, favorite web sites, blogs and Facebook pages, personal gurus, and maybe even a client or two. Now what do you do next as you sit in front of your computer waiting for your efforts to turn in to new opportunities?

The first step is to be sure that you are doing more than just connecting and growing your number of contacts on each site. Spend a little time looking at the message that you are sending through each of these channels, does it match your business plan, your personal goals? Are you mixing friends with business, or are you reinforcing your brand and developing an online voice? Do prospective clients know who you are via your posts, updates and tweets? Are you connecting with your target audience? Do you need to create a separate page or social media identity for your business?

It is essential that you use social media to help clarify who you are, not to confuse your future clients. Align your use of social media with your other advertising and promotions, use it to reinforce your companies brand. Think twice about the images you post, the colors that you use and the links that you send. It can take a lot time and energy to help a client understand who you are as a person, and the kind of work and service that you deliver as a business. Social media should reinforce your message, not undermine your hard work, you do not want to give a client a reason to wonder if you are the right fit.

Thomas Werner is an Educator, Lecturer and Curator. Please see Thomas Werner Projects at Facebook.com for new projects and additional information.

Non-marketing Uses of Social Media

[by Blake Discher]

Most of us are now using Twitter and Facebook as marketing tools with varying degrees of dedication and success.  Did you know you can use social media to keep current about industry news or any other topic that interests you?

I remember at first being overwhelmed by the vast amount of “information” coming through my Twitter feed and someone recommended SocialOomph.   It’s great for filtering out the Tweets that are of no interest to you and best of all, there’s no need to have one eye on your feed as you sit at your computer doing other important tasks such as marketing or post work on your images.

To use it, create a free account at the site and then set up alerts to track keywords in the public Twitter stream. SocialOomph will monitor Twitter and periodically email you a digest of the tweets that contain those keywords.

I have alerts set up for the keywords “ASMP”, my Twitter ID “bdischer”, another of my companies “go-seo.com”, my blog “groozi.com” and several other keywords to help run my business.  On a personal level, because I have a few vintage Triumph sports cars, I also have alerts for “TR6” and “TR4”.

Even the free version of SocialOomph is a bit like Photoshop in that there are so many things it can do you could spend hours setting up all sorts of social media reporting.  At the very least, you should set up keyword tracking; it will help you to more efficiently manage the vast amount of information flowing on Twitter.

Blake Discher is an SEO expert, photographer, vintage sports car driver, and best of all, father of a six-year old boy. Check out Blake’s lifestream at http://www.blakedischer.com.

Hellooooo, Is Anyone Out There?

[by Judy Herrmann]

One of my goals this summer has been to really wrap my head around Social Media – partly for my own business needs and partly to increase my studio’s value to our clients by offering another area of expertise.

One point that crops up over and over (and over) again in nearly every Social Media activists’ activities is the idea that Social Media is a conversation; a dialogue, not a monologue. Some draw the analogy to a cocktail party – Social Media is where you tell a little about yourself, ask some questions, flirt a little and decide if you want to take the relationship to the next level. Others stress that it’s as important to comment on other people’s blogs and Facebook pages, to follow others on Twitter, to recommend others on LinkedIn, etc. as it is to keep your own blog, Facebook, LinkedIn and Twitterverse updated.

In other words, Social Media is, well, Social.

So let’s start talking.

Right now, my favorite blog for learning about Social Media is Mark Steizner’s socialmediaexaminer.com, which includes posts from over 30 social media experts including Mari Smith, Chris Garrett, Denise Wakeman, Cindy King, Casey Hibbard and Jason Falls. Each of those experts also offers useful information through their respective SM (no ampersand!) outlets.

So, what’s your favorite resource? Who’s helping you figure out what to blog, tweet or post about? Or how to add all these posts (and comments) to your already crazy schedule? Or which technology to use and which to avoid?
C’mon, have a drink, grab a canapé and let’s build a great hot-list of the best Social Media resources out there together.

Judy Herrmann uses skills gained over 21 years as an award-winning photographer, small business owner and creative problem solver to help companies grow. Judy@HSstudio.com

Social Media

[by Rosh Sillars]

Imagine it is 1995. You are sitting across from a prospect with your portfolio laid out. She flips through the pages of your book and stops at one of your beautiful images. “Wow!” she says. “This is an incredible photograph.”

At this point, she might call a few people to her office to see your work. Chances are, they will not be available. Imagine if she could have pushed a button and sent a copy of that incredible picture along with a big endorsement to all her friends in her business and beyond? In 1995, that button wasn’t available.

Of course, as you leave her office you bump into a familiar face. It’s one of the many photographers you know who is also presenting work that day. The next question you ask yourself is how do you follow up on a regular basis without being a pest?

What about the clients that disappeared, lost their jobs or moved? Where did they go? How could you keep in touch for future opportunities?

What about competing with the photographers on the coasts who always seem to know the latest styles and equipment in 1995? Wouldn’t it be nice to have access to that information without waiting months for the photography magazines to publish? How about easily accessible, in-depth how-to information from the top professionals — anytime or place – with the option to ask follow-up questions?

What about the ability to share your images around the world without a large marketing budget, or the power to monitor the local or international markets for people in need of your service? None of this was possible in 1995.

This is 2010 and what I’ve described is what social media does for individuals and businesses. The magic buttons for people to share your portfolio with all their friends is available. The ability to have buyers subscribe to your latest images, purchase select images at 3:00 a.m. at your price or view your photographs passively at their leisure is a reality. Access to the newest information and the world is here.

Are these stupid and a waste of time?

Rosh Sillars is a media and corporate photographer, host of www.newmediaphotographer.com and co-author of the book Linked Photographer.

Social Media: Relax…

[by Thomas Werner]

Much has been made of social media and it’s importance in terms of building your market and creating greater visibility for yourself and your business. While I agree social media has become essential to a well-rounded marketing a program, I find the emphasis many have placed on this topic a little extreme.

While giving lectures I often hear people say they have been told to spend one hour a day on social media. That is an extraordinary amount of time to devote to what should become a consistent but casual interaction in which relationships are developed over the course of time. If you spend a couple of hours a week reaching out, creating new connections, and letting people know what you are doing via Facebook, LinkedIn, and Twitter, you should find your network slowly growing and the benefits to yourself and your business growing as well.

Leave the five or seven hour a week to those who want to become online  “experts” in this field. Get out, create images, have lunch with an old client, find new ways to partner with an expanded network of creatives in your city.  Develop your marketing plan and relax when it comes to social media; grow your social network in a manner that you are comfortable with and your “friends” and “contacts” will be comfortable as well.

Future Success

[by Rosh Sillars]

The last decade brought the standardization of digital photography, an increased interest in the craft and the commoditization of photographic images.

Many of the bread-and-butter jobs that once fed our families are now gone. Let it go and don’t look back.

Change is constant. Turn around and face the future. Technology, which has taken our opportunities, now offers new possibilities.

Photographers can be more creative than ever with higher quality image capture, unbelievable post processing and multimedia opportunities.

The Internet and social media have eliminated the barriers to sharing your vision with an international audience.  Photographers are connecting with people in cities, states and countries not even on the radar just a few years ago.

Over the next year we will hear more about real-time applications and augmented reality. People will become more connected, social and mobile.

In the future, photographers will need more creativity, communication and marketing skills to succeed.  One thing that will not change: people and relationships. They are and will continue to be the foundation of a photographer’s success.

How I Learned to use Twitter without being Consumed

[by Charles Gupton]

At first blush, I found Twitter to be nothing but noise. Thousands of people (and companies) screaming “look at me, me, me!” A large number of them, when they run out of anything meaningful to say (which is fairly quickly) simply get a book of quotes and tweet their way through them.

I’ve started using it differently. As the first part of conversation, I’m mostly listening. By using particular tools (I use Hootsuite and Tweetdeck), you can group the people you’re following into different categories. I view it as pulling up a chair to join one table or another in a crowded bar rather than walking through and hearing nothing but meaningless snippets of dialogue. As a result, I’m learning what’s important to the people I want to know better. When I do speak, it can be to their needs, which are, after all, more important to them than mine.

One strategy I’ve found useful is to shine the spotlight on others using their “@twittername” and mention something good they’re doing to the Tweetterverse, as well as, taking the time to RT (re-tweet) the good posts I see. I see this as relational and not manipulative – who doesn’t enjoy getting a public pat on the back? I’m also using the direct message (DM) function to connect other people when I see that they can produce value for each other without my involvement. I see this act as a no-cost gift.

Using the advanced search feature at www.search.twitter.com, one can find people in a number of ways – including by certain words, names, places and even attitudes – that allow you to follow their thoughts on the things they value.

These are a couple of ways I am able to add meaning to the conversation without overtly drawing attention to myself or lurking in the shadows.

Blogs and Your Business

[by Jay Kinghorn]

About six months ago I began blogging regularly and I can safely say it has become one of my best business planning tools. When establishing an audience online, you are constantly striving to provide that audience with meaningful, thoughtful, useful information. In turn, you’re committing yourself to thinking deeply about your craft and staying ahead of the information curve. This thought process is incredibly valuable as it helps you clearly articulate what your business’ role is in your field and the value you bring to your clients.

Perhaps more important, it helps you constantly see your business from the client’s perspective, which can only help you provide better, more targeted services.

It’s helpful to answer these questions when planning your blog presence and the unique content you’ll bring to your clients.
- What information does my audience need?
- How can I provide that information?
- What is my true expertise and how can I use it to help clients?

If you haven’t already answered these questions about your business, then this is a better time than ever to start.

Some of the practices I employ when writing blogs:

1) Passing on an interesting news article or link: Don’t just recycle it and send it out just as it came in. Instead, reference the article and put it in a context that applies to my readers and what it means to them professionally.

2) Original works: Try to address challenges you know your audience faces. If you are writing about something of interest to you, tie in why it’s important to your readers.

3) Blog often. There are so many blogs out there. Don’t just expect your readers to stay with you just because you’re there. They will stay only if you regularly provide interesting, useful information.

4) Gather data on the success of your blog posts through analytics. This will give you insight into what your readers find interesting and helpful.

Writing your blog thoughtfully and with your clients in mind will reap big rewards. You’ll be able to clearly articulate your business purpose and produce better better work for your clients, because you’ll have a better handle on what your clients need and want.

For a great recent article on blog posts, read this from problogger.

Got Google Goggles?

[by Rosh Sillars]

For those still in doubt about the growing importance of social media, please consider the following ideas.

Approximately 80 percent of people with Internet access use search engines to find or review products and services. Google, the No. 1 search engine, recently announced that social media activity would be displayed along with the traditional site links in search results.

This means up-to-the-minute posts on blogs and popular social media platforms such as Twitter will be prominently displayed. This action, along with similar upgrades from the search engine Bing, will draw a larger audience to social media platforms and communities.

What about the offline world?

As smart phones continue to grow in popularity and applications become more powerful, social media will continue to impact traditionally offline businesses.

Smart phone applications such as Yelp allow users to photograph a row of businesses along a city street and within moments, obtain business names, social media ratings and reviews.

Google just released Google Goggles, a smart phone application that lets users photograph an object such as a book, logo, business card or landmark in order to obtain information about that object.

Additionally, Google Goggles can read easily accessible bar codes, which business owners can display in creative ways, such as placing them on street-side windows, packaging or marketing materials, to share additional information for smart phone users about their products or services.

People will continue to seek guidance and opinions from social media communities they trust. This includes searching for and hiring a photographer.

Social Media – Conversation or Bullhorn?

[by Charles Gupton]

For more than a year now, I’ve been wading into and through the murky waters of social media (SM). I have found the process challenging at best with a lot of frustrations in the process. All though I’ve learned a tremendous amount along the way, I still have a long way to go.

However, as I’ve slogged through, I’ve had more than a few “Aha” moments I’d like to share. Because all of the SM platforms are simply tools, each person using them is going to shape something different that fits his/her particular needs. I would love to have your feedback as to how you’re using these tools to shape your business and add value to the community.

First, I’ve come to see that all social media is either about conversation or the process of laying the groundwork for relationships so that one can have a conversation. Although many folks use SM as a bullhorn to shout their message, I believe we’ve reached such a level of noise that most people are just tuning most of it out. When I started exploring, I signed on to more than a dozen sites trying to figure out what the “buzz” was about. All I got was overwhelmed.

My second “Aha” came when I decided to pick one area at a time and explore it before moving to the next. Trying to get a better understanding of what other people used, how they used them and why, I forced myself to stop, reassess and develop a plan. I chose to begin with my blog.

Many people don’t see blogging as social media, per se. But I see it as a public commitment to have a voice and to contribute value to my community as it develops. Because I started with no readers, it was a means of developing my voice to prepare me for deeper involvement in public conversation. A successful blog requires consistency and if I was going to show a conversational partner that I was committed to being at the table, it seemed a good place to start with my own contribution. Now it’s up to my readers to decided if I’m giving enough return on their attention to come back and talk.

Although there are countless resources for what and how to blog to gain a large number of readers, the first question I asked is “What do I hope to accomplish? ” I doubt that my thoughts will ever attract a large following. However, I decided early on that my desire is to be more relational with people I already have a connection with while also allowing for potential clients to get a feel for who they might be investing their time with.

Because most of us serve different roles in various social and business circles, I saw my blog as a means of presenting my thoughts as I connected with people in the ones I’m involved with. I don’t receive many comments on my blog but get a surprising amount of feedback when I see folks at community activities or meetings. That’s where the conversation occurs.

What About Flickr?

[by Thomas Werner]

Art buyers and art directors look for photos in the places they are most familiar and comfortable with. Put your photos up on Flickr, a large number of art buyers and photo researchers look for, and purchase, images there.

I want my ASMP Video….

For as long as I have been on the ASMP board, first as Education chair and now as President, I have heard from members and chapter presidents that we need to know more about video / motion, that we should use video for our education programming and that video should be utilized on our ASMP website.

During the SB2 seminars we utilized video both in the live seminars and later to capture some of the key presentations. They are available on our SB blog as well as a free download at iTunes Podcasts; see link to the right or search ASMP at the iTunes Store.

I have been researching possible solutions for both video podcast and live streaming meeting options. I discovered one possible solution literally below my studio, Vivolive, a local Pittsburgh startup, had just launched a consumer / soho live streaming service at the Consumer Electronic Show. I have been experimenting with the service for a few months now and ASMP will use the service to broadcast for the first time, our ASMP Annual Meeting to members, wherever they are. Members will receive an e-mail link to attend this meeting online.

The broadcast will include a segment featuring ASMP’s Executive Director, Eugene Mopsik, discussing our current education and advocacy efforts. I will speak about some ASMP policy initiatives moving to the future. We will then invite ASMP member Jack Hollingsworth for our Keynote presentation, “Leveraging Social Media for Your Business.”

This ASMP Member Meeting Live Stream is a good test for a very affordable and simple solution for ASMP and our chapters who desire to broadcast their meetings.

One of the initiatives that I will be discussing at the Annual Member Meeting is the creation of a “Motion Study Group” to look at the business practices that we may need to address regarding the business side of Motion Production, as well how ASMP can use video more effectively in our communications and education platforms.

Quick Tip: Automate your social media

[By Ed McDonald]

Unless you have unlimited amounts of time on your hands, you should automate as many steps of your social media as possible. Like cross-posting all content in multiple social media outlets. Take some time to set up a few steps to automate the process. Here are a few good tools for sharing and automating content through social media outlets : Hootsuite, Ping.fm, Involver, Tweet later, Social too. These are just a few. Make sure to keep it in your own voice and keep it personal.

Social Media – One Step at a Time

[By Jack Hollingsworth]

A lot of photographers seem to focus more on the risks of change. But I would argue that the risk of not making-over your business is far, far greater.

The rules have changed. Almost overnight. A totally different mind set to shooting and selling photography is required. Whether it’s assignment or stock, advertising or editorial, portraiture or wedding – it doesn’t really matter.  Those that are nimble and agile enough to make these changes…will flourish. Those that don’t, won’t, or can’t…flirt with obsolescence.

And while this industry metamorphosizes, at break-neck speed, retooling and redefining your brand and business will not and should not happen as rapidly.

Take a deep breath. One step at a time here.

Make a goal to set aside one hour a day for your social media makeover. Dive in. Join a few online forums. RSS feed a few sites. Read a few books. Set up profile pages in FaceBook, LinkeIn, Flickr, Twitter. Develop multiple online personas.  Join the conversation that is going on all around you.

I think you will be surprised at not only how easy it is, but how exhilarting it is as well. The process itself could be enough to kick start your thinking in a whole new direction, as it has done for me. Doing things in the same old way, will generally net you the same old results. Change your tune. Walk to the beat of a new drummer.

Don’t Be A Spectator Be Social

[By Paul Bartholomew]

Social media is the hot topic lately. Some think it’s great and some think it wastes valuable time. Yes, it can be both and it may not be for everyone. However, don’t expect the world to come right to you without some dedication on your end. It won’t work if it’s not routine and it won’t work if you don’t push yourself a little into trying new things.

So many social media sites out there and so little time. First of all, don’t try to jump into every single one. I suggest gradually checking them out and getting a feel for what you like best. I have my favorite sites, but it took me a while to feel comfortable with the daily routine and this new way of communicating.

Daily routine? Communicating? You mean we have to actually do something? The word social is in there for a reason and we have to remember that this is all about a new way of interacting with people. Text, video, audio and images all come into play and best of all we are communicating internationally. It’s the new version of pen pals but on a much higher and complex level.

You may want to be a spectator and just observe and that’s fine at first, but how will people take notice of what you do? If your intent is to promote then get out there and mingle! Share ideas, your photography and whatever else you have to say. There is an audience for everyone but you need to get yourself out into the social media world. This may be your best investment in a long while.

The NFL and Social Media

[By Ed McDonald]

Leave it to big business and old thinking to try and control Social Media. In a report released this week the NFL has revealed their plan for a Social Media Policy. One of the new rules of the policy would prohibit players or anyone representing them from posting to social media networks during a prohibited block of time spanning from 90 minutes prior to kick off to 90 minutes after game time. This new rule applies not only to players but also to coaches, team personnel, and officials. The media has also been put on notice.

I understand the idea of protecting the leagues lucrative TV contracts, but social media hardly serves as any threat to the NFL league broadcasted games. I doubt seriously that any fan would opt out of either attending a game in person or watching it on TV, just to read tweets about it instead. Quite the contrary, many fans that might not be able to attend or be near a television might be well served by the fact they can follow the NFL via their twitter accounts. What the NFL does not say in the report is how they intend to stop the other 75 thousand plus people in the stadiums from posting and tweeting their thoughts and photos of the game. Meaning anyone with a cell phone will have a leg up on any professional news gathering agency. It is unfortunate that the NFL seems to be missing a golden opportunity here to involve the fan on a much deeper level with their product. This would only serve to improve the game and the overall fan experience. Now I’m not advocating wide-outs tweeting from the end zone after their latest T.D., no, far from it. The missed opportunity here is, to join the conversation, have a voice, and take part in the direction of the fan perception of the league.

I can think of at least a dozen ideas on how the league could use twitter to enrich the overall fan experience. Here are my favorites:
1. Encourage players to tweet to their followers right up to game time. Give the fan the locker room experience.
2. Encourage fans to tweet about favorite teams using hash tags for following, trending and better SEO.
3. Open a direct dialog with fans to tweet about their product.
4. Show tweets during the NFL network reports.
5. Run contests trough twitter using trending and search tools.

Trying to control the conversation won’t work for the NFL and it won’t work for your business. You can build your brand awareness and credibility by using Social Media, but you have to genuinely participate and you have to be willing to give up control.

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.

Using Social Media for your Photographer Makeover

Most of you know me as a stock guy.  And rightly so.  Since that’s where I’ve spent the last couple of decades.  Shooting commercial, travel and lifestyle imagery for every major stock house in the business.  I saw record highs in 2005-2006.  Then record lows in the beginning of 2007 to the present.  Because of this decline in return-per-image (better known as RPI), I began exploring other potential revenue streams.  To not just survive…but thrive.  Enter social media.

I’m flat out making my business more web 2.0 centric.  For me, that means migrating my role from photographer to publisher. From production to education. From stills-only to multi-media content.  From word-of-mouth to word-of-mouse.  From narrow marketing to viewing the world as my oyster. From stock-only income to a wide range of products and services – including photo tours, international shootouts, webinars, blogsites, eBooks, and consulting.  All geared to this new connected generation of customers: photographers, producers and storytellers.

The amazing thing about virally making-over your core business is, while painstakingly tedious, once in place, it will allow you the luxury of focusing on what you’re best at.  And perhaps shooting the sort of pictures that brought you to the dance in the first place.

Plunging into a photographic makeover of your business, so it’s more web 2.0 saavy and compliant, means taking all of those experiences, brand equity, good will, personas that you have painstakingly, over time, developed offline and creating the same – online.

I’m starting to be convinced that survivability no longer depends on ‘offline’ value only. You need both. Off and online equity and value. Working in concert with each other.

Invest the time now and the rewards will not only be immediate, but potentially lucratiave. It’s time for photographers to make-over their brand and business.

Quick Social Media Tip

Increase your social media (linkedin, FaceBook, or Twitter) reach by a minimum of five qualified leads a week. Use programs & web sites to help you, like Mr. Tweet.

Twitter – A New Way Of Sharing Ideas and Your Work

Twitter has grabbed a lot of attention recently and many of you may have tried it out. Some may just roll their eyes when someone even mentions the word Twitter or some may just be overwhelmed with such a means of communication that requires 140 characters or less. I admit that I was bit hesitant at first but after an investment of time and learning the lingo it has become a great way to exchange ideas and bring attention to my own work.

Before going into this more I should point something out. I hear people saying they really don’t want to know about who had what for lunch or about some random everyday task. Yes we have people who use Twitter for that purpose and it’s your choice to follow them or not. Twitter is what you make of it. Some people use it for personal reasons and some use it for professional. I like to use it for directing people to my work but I also like to show my personal side within limits. Just as anything else put out there for the public to see, you want to be careful about the message you’re sending and have a purpose.

So how can you promote your work and share ideas? As mentioned in other posts, don’t be a salesperson or sound like a spammer because you will be treated as such. Actually don’t sell at all. My experience with Twitter has been to share information and post links of educational materials and images related to my profession. Every time I have a new blog post or project to share it gets mentioned. Within a short while I’ll get responses not only on Twitter but also comments on my blog.  This is an interaction so I also try to comment to people who have something to share.  I find that when you show an interest in certain people, they will pay more attention to you too and often spread the word about you.

Where do you find followers? Start by following interesting people and hope they follow you back. This is my criteria for people I follow. Either they are someone who may be interested in my work and/or they are someone who has something interesting to offer.

My advice is to check out people who do this well and learn from them. I see a lot of great photographers on Twitter and they all have something in common – they all have something interesting to share and they are all very active.

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