Social media makes self-promotion for artists more accessible and wide-ranging than ever, but it also brings with it a new set of responsibilities. The more platforms/media you use to put your work out there, the more important it is to ensure that you speak with one voice—a powerful, consistent voice.
Here are some ways artists can more effectively tap into the power of social media:
Activated Artist Statement. You can streamline your artist statement and extend its reach—so you’ll always be ready whenever someone asks: “What kind of art do you do?” To make your statement an active element in your promotion, start by reshaping it into additional versions, like a Q&A—perfect for press kits, events, etc.; and a 30-second “elevator pitch” or mini version of your statement (just the essentials). These concise pieces are ideal for communicating with buyers, dealers, critics—anyone you want to reach . . . so that your art truly can “speak for itself.”
Communications Audit. Before plunging into social media—or even if you have already—make sure all your materials are up to par. Don’t let typos, awkward phrases, or broken links—on your Website, profiles, and other channels—tarnish your public face. Review and compare all your materials thoroughly, to ensure that everything is in top form. Also, plan to revisit your site design; make an effort to get a few outside opinions and see it with fresh eyes. (If you think you’re too close to your work and its promotion to be objective, you’re probably right.)
Marketing Plan. As part of your audit, you should also create a plan to integrate ALL your promotional efforts (Facebook, Twitter, LinkedIn updates, etc.) . . . Approach your marketing systematically; fashion it into a seamless tapestry, with all the different platforms interconnected and showcasing your work—consistently, dynamically. A few simple techniques can give your marketing a strategic edge.
Social media truly expands the artist’s promotional palette, which is significant on multiple levels. In the best of circumstances, promotion not only helps an artist gain exposure, but also enriches his/her art by adding texture and context—those fundamental elements of meaning.
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To learn more about writing and strategic communications that can amplify your voice, contact me at ajeisenstat[at]gmail[dot]com, or visit my portfolio AdamEisenstat.com and LinkedIn profile.
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