As part of a series, this column highlights communication strategies for handling unpredictable circumstances and a variety of essential online tools and suggestions for you and your teams to implement in the coming days.
As many productions are currently being put on hiatus, so are the kind of life activities outside of our homes that, now paused by social distancing and stay-at-home mandates, have brought us here to this new and challenging place.
This place, if it does not include addressing health issues exacerbated or caused by the coronavirus, is one that can be filled with opportunities that may not have been otherwise afforded to you before that invaluable and most priceless gift - newly found time - became available.
BUT FIRST, SELF CARE
Not much else is above the care for ourselves, for our families, and for all of whom concern us, during times of crisis. But outside of where health and all other urgent cares are met, as artists, found time also provides the new opportunity to re-evaluate and re-assess. The LA Stage Alliance recently published a guide to recommended assessments and self-care to help provide affirming perspectives and advice during these times.
When you once again can breathe, it might then be time to re-visit that other invaluable and unique gift that is only afforded to you, which can be also best be served by this newfound time - the ongoing maintenance of your own self-promotion.
ARMCHAIR SELF-PROMOTION - A CUP OF COMFORT AND A SMART DEVICE
Self-promotion is not just a tool for self-marketing and networking. As artists in the entertainment fields, it is also sought for and expected by those who seek to promote on your behalf. Having a website to that effect is key, for sure. Having reviews to share are as well. But entertainment marketers who are considering “you” as that star power–the one who is going to make their project shine and bring in audiences - will want more tangible results from your self-marketing which come in the form of numbers.
And the numbers I am talking about are in followers.
A larger number of followers, depending on when an account was opened—and where viewable—shows marketers that you are not just active in your own self-marketing, but active in the engagement of your audience—which they see as their soon-to-be-audience as well. This is tangible. This is sometimes seen as bankable. It is an asset.
QUANTITY, BUT ALSO QUALITY
Follower numbers and social media activity tells marketers several things, both good and bad. Lack of social media accounts like Facebook, Twitter, and Instagram, all where analytic information is most easily tracked and gained, can tell a marketer that you might not care enough to self-market. With regard to follower numbers on Twitter and Facebook, especially when low in older or abandoned-looking accounts, can signal that as well. In newer accounts, it can look like an after-thought, especially if close to a project's inception date.
A larger number of followers, depending on when an account was opened—and where viewable - shows marketers that you are not just active in your own self-marketing, but active in the engagement of your audience - which they see as their soon-to-be-audience as well.
This is tangible. This is sometimes seen as bankable. It is an asset.
But outside the actual “numbers” of followers, the number of posts, the quality of the posts, the type of content within, and the active, on-going, and regular engagement and conversation, both with and within your audience, is also seen as a tangibly marketable and well-branded tool that someone else can use to promote who is in the business of promoting.
If you are completely new to the use of social media as a promotional tool, and not just for casual social and family engagement and communication, here's a handy checklist to review first before you get started.
Because social media self-marketing does take time and maintenance, it is often the thing that gets pushed aside when the plates of creativity are spinning so fast that it might be perceived as just a plastic plate that won't break should it fall. But with time as a new friend these days, along with the additional benefit of just such similarly captive audiences as of late, a unique opportunity is now provided for all creatives and self-promoters to look toward beefing up their social media marketing and making it a priority.
Which and how many platforms you wish to choose and how much time now, and in the future, you wish to spend, is key. Choosing them and determining which are to be in your portfolio and in future up-keep should be based on the benefits they provide, the benefits you want, and the perceived value they have to those who market you best. Consult those people, where you can, to learn where they personally see the highest value to you (and to them) and where you can and should best place your focus.
Then, assess your current social media and marketing strategies that are already in place, begin the work - alone and/or in teams where you can -, pick the platforms that will work best for all, and go forth to create any new accounts. If you have more than three you may eventually need to use a social media management platform that can share between accounts. But as many of these often only link back between platforms, but simultaneously ignore media-rich content in their wake, I suggest sticking with just a few initially and keep things simple. In time, you will see those numbers increase, as well as your brand visibility.
In my next column, I will talk of the TOP SIX PLATFORMS and how, when, and why to use them for self-promotion.