Navigating the social media minefield

These days, people are more and more time online engaging in social media. And not only are they using it to keep in touch and be inspired, but increasingly for purchasing decisions as well as making connections with products, services and professionals. In order to grow not only their brand presence, but also their revenue, photographers need to be involved with a variety of social media platforms.

© Lisa Saad
© Lisa Saad

Defining what you do is an important aspect of any business and there are many photographers that are involved in many genres within the photographic market crossing between B2B and B2C on a regular basis. Are you a wedding photographer? Are you a photographer for end consumers? Are you a corporate or business photographer? These questions need to be asked and defined as trying to do too many things at once and catering to too many diverse sectors can ultimately dilute a brand and have an impact on your social and online presence.

In order to best make use of social media, it’s preferable to promote no more than three different photography disciplines that you practice when using social media. Finding the right focus for your market, reflecting your business and filtering through to the right customers and fans on social media is now an important part of running a business in today's market.

In order to best harness social media for your business, you should consider the following:

  • What is your ultimate online transaction?
  • What are the unique needs of the clients that you serve?
  • What is it about you (your personality, achievements, style, etc.) that make you the photographer who fits those needs best?
  • Can you choose two platforms in social media that you’ll concentrate on to promote your business?
© Lisa Saad
© Lisa Saad

Creating good exposure for your business and then understanding how to boost, promote, define custom audiences, define look alike audiences, and advertise your services can be a minefield on social media considering that most constantly post blindly in the hope of generating "likes", while missing out on the actual idea behind social media; that of engagement and transactions.

One technique to gain some understanding of your audience and engagement level is through the mysteriousness of "AB Testing" on social media. All large and active brands use this technique to find their audience and what is trending at that particular time. AB Testing is simple. Running two paid social media engagement advertisements simultaneous targeting slightly different demographics by either asking a question, such as "Looking for a place to stay?", "Need a quick break?" or giving a solution, such as "We have found you a place to relax", "Your next long weekend away" will allow you to watch the engagement and traffic flow to determine what is trending at that moment. Whichever advertisement is receiving the highest number of clicks/engagement/shares is the direction you need to concentrate your efforts in.

Remember to always be intentional around how you post and what you portray on social media. Keep social media to two or three platforms. Keep personal posts on your personal page and business posts on your business page. Not many clients are keen to drunken photos of you splashed about on your business page. And as always, keep the engagement with your audience topic specific.

© Lisa Saad
© Lisa Saad

Social Media Treasure Map for Professional Photographer

This event will be at Gotham Studios, 32 Garfield Street, Richmond, Victoria on Thursday, 12 May, 6-8pm.  

© Lisa Saad
© Lisa Saad

Lisa Saad, AIPP Commercial Photographer of the Year has teamed up with Pike Peters, social media consultant and founder of social media training business, Virtual Tire Kicker to give you a two-hour insight that will propel your business to new heights using social media marketing.

The two-hour seminar will provide a comprehensive roadmap, including:

  • which social platforms to harness;
  • defining and deciding where social fits for you;
  • intentional posting and planning;
  • your ultimate online transaction;
  • advertising, boosting and promoting;
  • your social media brand; and
  • engagement driving revenue growth in your business.
More information can be found at this link...