There is a lot of talk these days out there about using social networks to market your art. You can certainly reach a lot of people with your message, but simply reaching them isn’t good enough. You must convince them to buy your stuff. A key ingredient in successful social media marketing is creating “social authority”. Once established as an “expert” in your given field you become an authority (someone others listen to). You can establish yourself by writing on-line about stuff you know about. It doesn’t have to be art because if you want to sell your art, its necessary to reach outside the sphere of artists you know to your target audience. It’s a funny thing, but having social authority in one sphere will give you authority other places; just witness all those celebrities who endorse presidential candidates!
Because of social media—and the direct/indirect effect of these marketers, the buying public is more likely to make decisions using what they read and see in social networks, but only if they hear about it from someone they trust. This is the reason a focused, carefully designed social media strategy needs to be a basic part of your marketing plan.
Social Networking sites allow internet users to connect with each other. Most people using social networking sites join a group: former school classmates, a means to connect with friends (like Facebook and Twitter), etc.; most of these sites also feature a recommendation system linked to trust. Social Network sites are web-based r allowing users to connect over the internet via e-mail or instant messaging. It can be difficult to create a network of buyers if you are not already acquainted with them most of these networking services do run on “friend recommendations”. If you want your message about your work to be picked up and sent “viral”, you must create a message that is both interesting and attention grabbing.
Viral marketing, viral advertising, or marketing buzz refersto practices thatuse pre-existing social networks. The goal is to create viral messages thatattract people with high social networking potential(SNP) so that these people will tell everyone about the message. It’s like a game of gossip.
Generally three basic conditions must be met for your communication to go viral. 1) A “go-between” or “dispatch rider” must pick up the message. There are three types of “dispatch riders” required to change an ordinary message into a viral one: market devotees, social hubs, and salespeople. Market devotees are among the first to get exposed to the message and transmit it to their immediate social network. Social hubs are people with many connections; they often know hundreds of people and can serve as tie-ins between groups with different interests. Salespeople receive the message from the market devotee, amplify it by making it more relevant and persuasive, and then send it on. 2) The message must be memorable and interesting. Only messages that are both will be passed on to others and spur viral marketing. Making your message more memorable and interesting (or more infectious) can be a matter of minor adjustments. 3) the environment needs to be favorable: The timing and context of your promotion takeoff must be right too. If there is something much more interesting going on like the Japanese earthquake, your chances of getting a competing message out are not very good.
Question: how do you find these people? Well, you must put in your time developing on-line relationships. It will be necessary for you to express some type of interest in what they are doing so that they will reciprocate. I am not advocating spending hours on the net; in fact, just the opposite. However, you will needto be able to make a connection with them on some level. Keep your communications short and only respond to stuff that interests you because a phony interest can be easily spotted.
Want to know how effective you are? Here are a few free social media monitoring and measurement programs and tools:
- How Sociable? A simple, free tool that measures the visibility of your brand across the web.
- Addict-o-matic A nice search engine that aggregates rss feeds, allowing you to see where your brand is lacking presence.
- Social mention: A social media search engine offering searches across blogs, and microblogs with a social rank score.