Tuesday, August 7, 2012

Social-Media Marketing Essentials

By Jim Goldstein Published in The Business of Photography
Social-Media Marketing Essentials

Sites To Employ Your Social-Media Strategy

Real-time updates in 140 characters or less
Active Users: 500 million (as of April 2012)

  • Users are known to click through shared web links at a higher rate than users of any other social-networking site
  • Twitter has quickly become a highly valued source for real-time breaking news and trends
  • Possesses an active and vibrant photography and technology community

  • CONS:
  • Not everyone enjoys the 140-character limit
  • The endless flow of updates can be overwhelming for some (see recommendations below)

  • Best times to post are Monday through Thursday, 1:00 p.m. to 3:00 p.m., to maximize link clicks
  • List yourself in Twitter directories to help people find you (e.g., Twellow, www.twellow.com)
  • Group followers in lists or use third-party software to manage your account (e.g., HootSuite or TweetDeck) to keep the constant flow of updates in check

  • Facebook
    The largest and best-known social-networking website
    Active Users: 901 million (as of April 2012)

  • Contains the largest population of active users and, in theory, should provide the greatest opportunity to reach new clients
  • Facebook is the number-one image-sharing site, with 250 million photos being uploaded daily, according to their 2011 S1 filing
  • Allows business owners to create business fan pages above and beyond individual accounts

  • CONS:
  • Image metadata is systematically removed
  • Image compression is a constant complaint, negatively impacting image quality
  • Continues to push boundaries on minimizing user privacy

  • Create a fan page for your photography business for the sake of professionalism
  • Note that the best times to post are Monday through Thursday, 1:00 p.m. to 4:00 p.m., to maximize link clicks

  • Google+
    The most recent social-networking site from Google
    Active Users: 170 million (as of April 2012)

  • Home to a vibrant photography community
  • Great image quality and image-sharing functionality
  • "Hangout" feature allows for free video chats with a group of up to 10 people
  • Recommended links from your network are shown in search results at Google.com

  • CONS:
  • Not as widely used as Facebook
  • Business-page functionality and access aren't as mature as Facebook fan pages

  • Worth trying and keeping an eye on, as new features are added regularly
  • Enhance your Google+ experience with Google+ specific plug-ins for the Chrome web browser

  • Linked In
    The premier professional networking site
    Active Users: 161 million (as of Feb. 2012)

  • Professional focus linking coworkers, clients and customers versus casual acquaintances
  • Now a standard resource used by many HR departments

  • CONS:
  • Lower-volume activity than other social-networking sites
  • No image-display functionality

  • Join groups to reach new clients or interact with peer groups
  • Link your Twitter account to LinkedIn to consolidate your updates

  • Tumblr. Microblogs to share images and multimedia
    Active Blogs: 59 million (as of June 2012)

  • Receives over 13 billion views/month
  • Easily integrated with other social-networking services
  • Easy sharing capabilities within and outside of their blog network
  • Great image and multimedia support

  • CONS:
  • Doesn't support self-hosted blogs, but you can use a custom domain name that you own for your Tumblr blog

  • Customize your Tumblr theme
  • Connect with friends and colleagues via the "People You Know" function

  • Active user data acquired from Wikipedia and www.rightmixmarketing.com/right-mix-blog/blogging-statistics/
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