Field Report:

The Non-Glamorous Side of Photography

The Secret to Social Media for Photographers

I have written a lot about social media on this blog not only because most marketers are talking about it but because many photographers have expressed doubts about it. The truth is that social media is integral to most online marketing efforts these days. There are no rules which is probably what scares photographers the most but look at all the photographers who have become known as subject matter experts in the past several years. How many of them were widely known before the internet? The barriers to entry in order to get published in the past was determined by print publishers but now they don’t nearly wield as much power in the past and there are so many more opportunities to make a name for yourself. Take this blog post for instance. Sure I could have pitched this article to PDN or a mainstream business publication and pray that I get a heavily-edited version published months later but instead you get to read the original version here several days after I wrote it.

When I started this blog, my intent was to share some of the things I’ve learned in marketing to photographers that might not have a background in business. My photo blog wasn’t really an appropriate place to talk business since the blog is meant to highlight my photography so I created this blog as sort of a business information archive that I could direct photographers to if they had questions. It takes some time to write the articles for the blog but the benefit to me is that it helps to establish some credibility with my target audience and open up additional opportunities to get my name out there that I wouldn’t have had otherwise.

I bring this up because photographers have traditionally written for magazines and authored photo books for the same purpose; to get their name out there, build their reputation and leverage that reputation to monetize other products and services. Lets face it, for most people, the pay for writing magazine articles and books doesn’t really justify the time incurred for developing the query, negotiations with the publisher, development of the article, re-editing and dealing with the accounting department of the publisher. Their real intent is to develop a brand around their name. Legendary nature photographer, Art Wolfe, has even been quoted as saying that he has done 60-something books but they don’t earn him much money and are basically a break-even deal but what being so prolific does for him is keep his name out there. Another example is that there are some well-known wedding photographers that shoot weddings for the same purpose. Shoot a few select weddings every year, broadcast how cool they are online then spend the rest of the year pushing their products and services onto other photographers because they have realized there is more earning potential to marketing to other photographers than in the actual art of photography.

So it’s true. Unless you have a plan for leveraging your reputation, publishing via traditional print or social media is merely for vanity. It doesn’t pay well on the surface but if you have a plan and stick to it then social media much like print publishing in the past can be your keys to the kingdom. That is the secret to social media for photographers.

February 22, 2011 Posted by | Marketing, Web | , , , , , | 4 Comments

   

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