Social Media Marketing for Digital Photographers

by Chan, Lawrence

• ISBN13: 9781118014127
• ISBN10: 111801412X
• Format: Paperback
• Copyright: 2011-11-29
• Publisher: Wiley

Summary

With the proliferation of digital cameras reducing the entry costs into the world of professional or prosumer photography, photographers who depend upon their photographic income to support or supplement their income are forced to fight harder to keep their clientele and build their business than they would have in years past. However, the growth of social media has offered photographers inexpensive and potentially highly effective tools to do just that. Social Media Marketing for Photographers will introduce digital photographers to the wealth of social media tools at their fingertips and walk them through the most effective way to build and expand their businesses. Answering questions such as "What sites should I be using?", "How often should I be using them?", and "How should I be using them?" and including testimonials from top photographers in the industry regarding their social media success, this book will be the perfect resource for digital photographers who are overwhelmed by the growing world of social media. While this book will walk readers through the basics of how to use Twitter, Facebook, LinkedIn, Flickr, and a number of other social media tools, the heavy emphasis will be on the unique challenges of marketing an image-based business on these sites as well as in translating the use of these tools into increased profits.

Author Biography

Lawrence Chan is a wildly popular wedding and portrait photographer, blogger, and marketing strategist. He also provides marketing and business management advice to photographers through his website, www.tofurious.com

Table of Contents

Introduction xiv

Chapter 1: What is Social Media? 1

The 2.0 Evolution 3

Dynamic Marketing 4

Earning Trust 6

Relevant Relationships 7

Emergence of Social Platforms 8

Social Politics 10

Socializing: Kenny Kim 14

Chapter 2: Strategic Planning 17

SWOT Analysis 19

Structural Goals 19

Action Goals 27

Strategies Support Goals 28

Tactics Support Strategies 30

Socializing: Zach and Jody Gray 34

Chapter 3: Audience Matters 37

Zoom In 39

Examine 42

Capture 46

Evaluate 53

Socializing: Jerry Ghionis 54

Chapter 4: The Power of Content 57

Action Plan 58

Know Thyself … And Stick with It 60

Be Personable 61

Emotional Triggers 65

Amplify Your Message 68

Delivery Persona 70

Say What? 75

Become the Authority 78

Validation 81

Chapter 5: Social Media Channels 89

Social Networks 90

Social Sharing 106

Social News 115

Social Bookmarking 117

Search Engine Optimization 119

Chapter 6: Launch a Social Media Program 123

Facebook 124

Twitter 135

YouTube 143

Engagement Habits 146

Socializing: Catherine Hall 150

Chapter 7: Blogs and Websites 153

Blog Software and Hosting 155

Self-Hosted Blogs 157

Search Engine Optimization 158

Delivery Matters 160

Design 163

Landing Page 166

About Page 168

Pricing and Contact Pages 170

Blog Posts 171

Turn the Love Around 176

Titling Blog Posts 178

Metrics 183

Socializing: Christopher Becker 186

Chapter 8: Photography as a Social Luxury 189

Exclusivity 191

The Almighty Label 191

Defi ning Attribute 194

Attainability 195

Delivering the Luxury Promise 201

Follow Up 203

The Dream 206

Arbitrate Taste 207

Socializing: Grace Ormonde 212

Chapter 9: Brand Evangelism 215

Building Belief 216

Philosophical Difference 217

Relatable Face 219

Identify Opposition 219

Create Community 223

Nurture Relationships 225

Chapter 10: Survival Tips 229

Diversify 230

Integrate 231

Stay Current 232

Back-Up Plan 234

Expectations 237

Handling Criticism 238

Glossary 240

Index 246