Social media panel for the American Society of Media Photographers, New England Chapter
I’m thrilled to be one of tonight’s panel of thought leaders — how can professional photographers, members of American Society of Media Photographers benefit from Twitter, LinkedIn, and Facebook.
Preparing for tonight’s panel got me thinking. Like much of today’s social media entrants, this group is primarily B2B, making social media seem more of a stretch and seem beyond reach of limited resources. Who’s not in this boat these days?
Times have indeed changed, however. The social media trails have been blazed, big brands like Southwest Airlines have paved the way. Of course, most photographers — and nearly everyone else — don’t have Pepsi’s or Southwest’s budget. But with some skill and strategy, you can chart your own course to social media success.
Social media considerations for embarking or re-engaging
If you’re marketing your business at all, online or off, you should be amping up your social media Why?
- Social media can accomplish both getting noticed and getting ranked.
- Social media will soon be overtaking SEO or search engine optimization.
As I’ve suggested before, your marketing efforts and budget may be better invested in content and engagement than a full-blown SEO campaign. Not saying keywords and knowledge aren’t important, but differentiation and quality go a long way for most B2Bs. Ultimately, for most B2Bs it’s a matter of how to spread limited funds, and not all firms or consultants recognize that.
Social media starters that save time & effort
- Look at time spent that’s not well-invested: Are you cold-calling? Email blasts that more annoying than effective?
- Take some ill-invested time & first do some research. Where’s your target audience assembled? What terms do they use?
- Choose the platform where most of your target audience gathers & get to know them = learn about them as individuals.
- Above all, don’t think of it as another way to “market” your business.
Social media? Really? But what if my heart isn’t in it?
OK in this case, you’re a photographer. What would you rather be doing, car sales?
Every photographer I know has put forth significant effort to make a living doing what you love. It’s not insurance, so stop stammering and start expressing yourself and your business. Ultimately, that’s what social media is really about! You do it for clients. Perhaps you simply need perspective to overcome your myopia. Talking to current clients, attending events such as tonight’s panel can prove a wise investment that will save you time and effort and make it less scary.