Happy Talk, Turning the Social Media Love Fest into Cash: by Deborah Kaufman

You’ve heard it and seen it. The number of followers on Twitter and FaceBook that many photographers have is simply astounding. It always makes me wonder how they manage to find the time. I struggle, like everyone else, with too few hours in the day to accomplish half of what I need to do. So, to say that I’m in awe of their numbers is an understatement.

I do wonder, however, how many of their contacts actually result in increased business for the photographer. I would guess that while their reputation is soaring, the cash register is still a little empty. I know what you’re going to say…it’s the network that will ultimately result in referrals to new clients. But does it? I’m not seeing as much of that as I’m seeing fan clubs that are great for the ego, but do little to help the bottom line. And, in some cases, that is good enough. Many of us post to social media sites for the entertainment and fun associated with staying connected to people we value. If that is the case, then read no further. What I’m talking about is the business use of social media and measuring results.

I know I’m opening up a can of worms when I suggest that if you are going to spend a number of hours doing anything for the purpose of advancing your business…shouldn’t it generate a positive outcome? There is nothing in shorter supply to a small business these days, than time. When your days are spent trying to juggle cash flow, staffing, inventory, taxes and staying ahead of the competition, every hour of time spent must translate into earned income. If not immediately…certainly, within a reasonable amount of time.

So, say you buy off on my suggestion that social media for business should have a positive return on the investment, within a reasonable amount of time. How would you measure it? How would you know that your efforts and time spent communicating is resulting in more business. Just because you are popular, doesn’t mean you are making money!

It’s interesting when I ask photographers who is in their list of followers. They often reply that there are numerous other photographers that follow them and that they are building a list that will be important someday to their business. I like the idea; however, it does make me wonder why they are talking to their potential competitors instead of their customers. Here’s an example; say I’m a wedding photographer and I’m prolific about posting to all the major social media sites. I have a following of 10,000 people – all photographers and emerging photographers who love my work. I have great friends all over the world as a result of social media. Is it likely that any of these photographer friends will send a wedding my way? Or, is it more likely, that they are looking over my work in order to get inspired to create better work for themselves? Just a question…

It seems as if this social media craze has placed the “cart before the horse” when it comes to marketing. Many have built huge followings without a product or service to sell to them, believing that someday the right thing will come to mind that will be perfect for these new found friends. Instead of using the medium to learn more about their current customers and potential customers, they have a love fest going on with many people… just not people who can bring anything to their immediate bottom line.

Okay, I can hear you now… it’s always about the almighty dollar with me isn’t it? Not always, I promise. But when it comes to maintaining and growing a business, the bottom line is cash.

It seems as if social marketing, for many of us, has occurred simply by happenstance rather than a well-thought-out plan to better connect with customers and potential customers. We often follow people who follow us, right? It has become a list of family, friends, competitors, and people trying to sell you something without making it appear they are selling anything – bloggers in search of a storyline, and emerging photographers looking for ideas. How many clients and future clients are following you?

If you were to rethink your social media approach to growing your customer base, how would you approach it? What would you talk about and what articles would you link to? Would you consider links to stories that would explore 2010 wedding trends, if you are a wedding photographer? Or, collecting fine-art photography, if you are a landscape photographer? What about building a senior portrait business? Would you post your ideas about capturing the perfect image from a student’s perspective?

There is no doubt that the happy talk churned up with a large network will, in time, result in more exposure for your business. But why wait? Why not take a proactive approach to using social marketing and talk directly to your customers? Any time you put control of the sale (or referrals) in the hands of another person, you end up waiting. If you are a control freak like me, waiting is hard to do.

Deborah has been a marketing and business professional for over 30 years and has had a digital marketing business for almost as long. Earlier in her career, she founded two technology companies and two traditional book publishing companies as well.

Company: Embella, Inc.
Phone: 315-628-1214
Email: dkaufman@embella.com
Website: www.embella.com
Blog: www.deborahkaufman.com
Twitter: @deborahakaufman
Facebook: http://www.facebook.com/profile.php?id=1626295695

Photo Credit: © 2010 David E. Warner

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