Social Media
"We don't have a choice on whether we do social media,
the question is how well we do it."
-Erik Qualman | Author, Socialnomics
In 2005, I created the "Long Island Photography Meetup." What started with five members grew to over 350 active photographers and was eventually featured in Newsday, Long Island's premier newspaper. I oversaw the creation of all events including location shoots, workshops and galleries, and created a cohesive brand identity as well as a sponsorship program and collateral to offset the cost of operation.
The foundation of the group was the neatly organized, regularly updated forum, where different channels provided specific genres of photographic information – from welcoming new members, to technology discussions, to buying and selling equipment. There was even a section on how to use the Meetup forum site as well as an area where members could post questions for others to answer.
By the time Social Media came into play, I was well-versed with the importance of organization, regular upkeep and most of all: Community Management. Upon meeting the CEO of Meetup in a presentation at BBDO New York, I introduced myself as the organizer of LIPM and he replied, "Ahh... the Long Island Photography Meetup!"
One of the biggest lessons I took from creating the Long Island Photography Meetup was this:
Account Creation & Management
From the creation of social email accounts, to usernames, user images and content calendars – account creation is more than just picking a name and randomly posting daily thoughts.
Social Branding
If a client finds you on Instagram, Facebook, TikTok and LinkedIn, will they feel secure in knowing that all accounts are definitely you? Do they get a sense of confidence from your accounts? What message are you sending, and do your followers adore you? This is all social branding.
Audience Aquisition & Retention
Are you responding to comments? Do you accept criticisms and troubleshoot customer complaints? How many reviews do you have on Google and have you thanked the user who posted? Working with all of these options helps with audience acquisition and retention.
App-Specific Solutions
Instagram or TikTok or LinkedIn? Maybe YouTube? What size should you post? What updates have that app made that will skew your entire News Feed? If you want to find the best and brightest new employee, where should you post? As apps expand their offerings, you need to know where to post and why. And you need someone who understands that it could be the last location you ever thought possible. And why.
Video-Specific Necessities
If you haven't accepted that videos now reign supreme, you're already losing your audience. Popular public statistics claim that video will get more attention than photo posts, so at the very least, be sure and willing to mix in video as often as possible.
Integrated Social Strategies
Are you posting on Facebook, but you've disappeared from LinkedIn? Your TikTok account is new but you're not using it? Let's corral everything and show a united front on all fronts. Your clients want to know that you've got your ducks in a row.