By Renée Phillips, The Artrepreneur Coach
This week alone I have been offering advice to several coaching clients about how to maximize their time on Facebook. I am far from the level of top experts but I do know a few basics. So, I went to my articles file and chose to repost this article that appeared in Professional Artist magazine. It has lots of great tips.
In previous articles I offered advantages of using social media and tips Getting Connected on LinkedIn ; Social Networking: Marketing in the Digital Age and Social Networking for Artists: Tips for Success. This article is exclusively devoted to Facebook.
When referring to Facebook in the past I referred to it as a casual and friendly atmosphere compared to other social media sites like LinkedIn that are more conducive to building business to business relationships (B2B). I still enjoy the relaxed and spontaneous atmosphere on Facebook. And, as the applications on FB have increased I see more artists utilizing this forum as a productive marketing and promotional tool. Whether you are considering setting up a page on Facebook or already have one, here are some tips aimed at improving your experience and professional success.
Why Use Facebook?
This leading social media site is free to use and its numbers are impressive. Second only to Google, Facebook is now the 2nd most visited site in the world. Time spent on Facebook is higher than on any other site in most countries. There are more than 400 million active users, increasing daily. 50% of active users log on to Facebook in any given day. Facebook contains more than 3 million active pages. More than 20 million people become fans of pages each day. Pages have created more than 5.3 billion fans. There are more than 100 million active users currently accessing Facebook through their mobile devices.
Getting Started
Before creating a Facebook presence, it is recommended that you create a personal website so you have a place to drive your Facebook fans to your more extensive online portfolio, resume, artist’s statement and purchase information.
The first step required on Facebook is to create your “Profile”. This is basically a personal individual page that is usually where you and members of your family and friends exchange light conversation. Many of your friends will later convert to your page fans after you set it up. A “Page”, on the otherhand, is your professional space similar in tone to your website. The purpose is to increase interest in your work. There is no limit to the number of fans you can have for your page. For instructions on how to set up a professional page visit www.facebook.com/page
The URL for your page will first appear as something similar to http://www.facebook.com/pages/YourName/132346812781330. As soon as possible you will want to shorten and customize your URL. Facebook requires you have 25 “likes” before you can have a URL that resembles www.facebook.com/YourName. You can do this at http://www.facebook.com/username/
When Facebook users “Like” your page to become fans they will view your updates. So, before you send out invitations be sure to have interesting content added to your page. After all, you wouldn’t consider opening the door to allow your guests into your home without making sure you cleaned your house and prepared the food.
Develop a plan.
If you have an art marketing plan for 2011 Facebook should be considered as a component of your overall business vision. Ask: What do you hope to achieve from using Facebook? This alone will guide you to maximize your results when you join.
Do the research.
Take time to visit other artists’ pages and take notes. Read and observe the nature of other people’s comments and how to discretely add your Page link to your comment. Eavesdrop on “conversations” to educate yourself about the environment. What comments and styles of conversations appeal to you that you can you use to reflect own style and personality?
Spend time creating a page worth visiting.
If you’re just beginning make sure you have interesting content on your page before you start inviting people to it. After you’ve uploaded enough interesting content, suggest your page to members in your network. Upload content on a consistent basis so that fans will look forward to see your page on their news feed every time they open Facebook.
How to Increase Fans
Get the word out. Promote your new Facebook page link by posting it on your website, blog, and your profiles on other social media sites. Add it to your list of links on your Facebook profile page. Also add it to your business card and other printed materials. Add it to your email signature and email newsletters. It is very common these days when meeting people in person to hear the question, “Are you on Facebook?”
Find your target audience.
Search for the right people within Facebook that will take an interest in your work and make sure they know your page exists. Join like-minded groups on Facebook with causes you believe in and comment on their pages. The artists that know how to actively interact in FB groups as well as with individuals understood the importance of networking and are reaching out to their niche market.
Make an effort to “Like” other people’s pages.
When you become a friend of someone or “like” another artist, write something positive about the artist or their work. Your name will appear as a hyperlink to your page.
Join popular groups in Facebook.
Begin with your art school or college if they have a group. Join arts pages like http://www.facebook.com/ReneePhillipsArtCoach and Professional Artist http://www.facebook.com/ProfessionalArtistMag where you can interact with other art professionals, share information and resources, and expand your contacts.
Reconnect.
Search the names of former colleagues, school mates, and former buyers who you have lost touch with and send them an invitation to become a Fan.
Use LinkedIn to attract fans to FB.
If you already have connections on LinkedIn invite them to exchange “likes” on Facebook. Then join The Manhattan Arts International group www.linkedin.com/groups?home=&gid=1930619 where we have begun a discussion thread with the purpose of helping members “like” each others’ FB pages. I created it after seeing Alyson Stanfield’s excellent group Art Business www.linkedin.com/groups?home=&gid=2768233 “round robin” discussion for FB users.
Send birthday greetings to your friends and fans.
Every day Facebook posts your friends’ birthdays with links to their pages (you’ll find it on the right column of your personal page.) Make a habit of checking this daily and send birthday greetings. You could take this a step further: Offer them a special Birthday promotion depending on your current art marketing program.
Provide valuable content.
Keep your followers interested.
Let your personality shine through with every comment you post.
Avoid aggressive selling, negative comments and hostile language.
Instead, load up an image and share a short story. Announce a recent sale, post the piece and write something about its new owner – especially if they are a Facebook Friend or Fan.
Add interesting and relevant content.
Discuss the process behind your work in progress, such as a photograph you took that will serve as an inspiration for a painting or a drawing you created that will lead to a sculpture.
Vary your content.
It is important to announce your newest art project, recent awards and sales, and press you’ve received for your work. However, your posts don’t always have to be related to your art. Post a famous artists’ quote, article or resource and a brief comment about why you are sharing this information.
Post dynamic screenshots of your website or post a link to a video.
Mari-Lyn Harris is a Relationships Marketing Expert. She also offers free e-books on Marketing, Social Media and Relationships that you can download on http://heartatworkonline.org/. She offers this advice: “Record a video of yourself in the process of creating a work of art and post a link to it on your Facebook page.” An artist she knows did this and sold the painting before it was finished! For artists who rely on video, Vimeo, http://www.vimeo.com, is a god quality place to post videos.
Excite people about your art with consistency.
The purpose is to keep your name and your artwork in the forefront of your fans’ minds. Create separate Events pages for your exhibitions, workshops and other events.
Devise frequent contests and special campaigns.
Advanced users can really work this. Invite your fans to take part in and reward them for their participation. Get your fans involved in your discussions, ask for their feedback on recently uploaded photos. Engage your fans by starting discussions using this Facebook feature. Show them you care about what they have to say.
Become a good networker.
Promote other artists whose work you admire on your Page. Introduce fellow FB friends to each other. This is especially helpful when you know two friends with common interests or both live in the same geographic area but have not yet met.
Expand your Page with Features and Applications.
Later on you may want to build a store on FB. Facebook offers some applications (apps) that can be downloaded that allow a merchant to sell items directly to those who "like" their page. This might be a good way to sell lower priced works, such as prints or posters, crafts or functional art.
Create a Welcome tab.
A Facebook page that is a warm greeting to visitors is like a Welcome mat in a home. This is a good opportunity to inform them what to expect from you and the benefits they will derive when they visit. Emphasize any regularly scheduled campaigns, workshops, exhibitions or other events. Go to http://www.facebook.com/welcometab
If you have a blog Join Networked Blogs on FB http://apps.facebook.com/blognetworks. Although admittedly still a work in progress with a few kinks, this free service updates your most recent blog posts in a central location. On one page you can view your Friends’ blogs.
Utilize Facebook’s Insights.
A link to View Insights on the right side of your page will take you to some fun comparison charts that display your interactions. You will learn how many new Likes you have, how many people commented on your posts, and other useful information. This will help you determine what actions are most appealing and will help you gauge your promotional activities.
Create your fan page using WordPress.
If you have a WordPress blog you can download WP4FB, http://www.wp4fb.com/ a free WordPress template which is compatible with Facebook to use as an iFrame application, which in turn can be used as a “tab” at your page.
Consider a professional website appearance to your page.
Your website master may offer ideas to tweak your Page that will set it apart from the others.
Avoid The Pitfalls
Many artists are still concerned about posting images of their work for fear that others will lift the images from their album and use them for other purposes. Others argue the benefits outweigh the risks. I advise you to take the same necessary precautions as you would for your website regarding copyright, watermarks and low resolution jpegs.
Refrain from paying for more than you need.
You may be tempted to pay for extra FB teasers, such as pay per click Advertising. I recommend waiting until you know many artists who have successfully invested advertising dollars before paying to boost your Likes. If you consistently follow the tips in this article you will build loyal fans without cost.
Avoid wasting time.
Time has a way of disappearing on FB so limit involvement; even if you have to set a timer. Being organized is half the battle. Mari-Lyn recommends, “Create an editorial calendar of what you are going to post or do each day, as you need to treat your page as an extension of your art business.” For example, every Monday you could ask a question or post an inspiring quote; Tuesday you could feature a “Fan” of the week; Wednesday you could offer a promotion or drawing for a free print; etc. You can build these in advance and save in a folder so you’ll be ready to go each day.
Save time by posting comments in advance.
If you are a multi-social media user, schedule your tweets, updates and comments in advance from a site like hootsuite.com. There are many electronic devices available in which to organize your social media updates.
Is Facebook for You?
The question remains, are the people who are going to buy your work on Facebook? Should you be establishing relationships elsewhere? I suggest you aim at turning FB friends into live interactions. And whenever possible arrange face to face meetings with locals and arrange trips with those friends you have met from a distance.
I recommend that if you have an interest in networking that you test the waters and cast the net. Facebook is not for everyone. If after a few months you haven’t enjoyed the process or gained any tangible results you can always post “Gone fishing -- elsewhere” on your Facebook page.
Renée Phillips, known as “The Artrepreneur Coach,” provides career direction and art marketing advice to artists. She invites you to join her on Facebook at www.facebook.com/ReneePhillipsArtCoach, and Twitter and Linkedin. She is the author of Success Now! For Artists: A Motivational Guide For The Artrepreneur and Presentation Power Tools for Fine Artists. Her current book project is Vision, Passion and Purpose: Artists As World Changers. She is founder of Manhattan Arts International www.ManhattanArts.com.
