FINDING YOUR SOCIAL MEDIA VOICE
Share on your socials!
If you are here, you or your organization probably has had difficulty communicating effectively through social media. You are not alone. Social media is continuously evolving – and let’s face it – change can be daunting!
The truth is, if a company is to succeed, enthusiasm for effective social media must be at the forefront of an organization’s mission. Why?
Repetition is key! Imagine a social media presence as an infomercial on the television screen. The product has been ingrained into your thoughts because the imagery and product description are replayed over and over.
Repetition develops familiarity, and that builds trust. And, once trust has been developed, you’ll be able to realize increased revenue – through ticket sales, registrations, and development income.
Through this lens, it is easy to see that an excellent social media presence can heavily impact an organization’s potential revenue.
If your organization has one takeaway from this article, take this: Authenticity and the drive to connect with your community builds rapport and trust, which in turn builds sustainable success.
STEPS TO IMPROVING YOUR SOCIAL MEDIA GAME
Before we start, keep in mind that a quality social game requires investment – both of time and money. That said, your investment will pay off!
1. Get a Camera
This seems obvious. But, success on socials is dependent on the quality of content you post. You must have an excellent camera with video recording capability.
Yes, camera phones are an excellent option for spur-of-the-moment capture, but a device designed solely for image capture will make your work noticeably better and increase your image of professionalism.
Great options exist at every price level. The big players in cameras are Nikon, Canon, Panasonic, and Sony. Interchangeable-lens cameras will yield professional results, and if you’re not an experienced photographer, automatic modes are easy to use. I personally recommend this user-friendly camera that has explicitly been rated the best camera for social media in 2021: Sony α7R IV, but other cameras can be found at lesser price points. The website dpreview.com has a great reviews of all interchangeable-lens cameras and lenses.
2. Editing Software
Take a great photo and make it spectacular with professional photo and video editing. Some programs are easier to learn than others. I recommend programs such as Adobe Lightroom (great, user-friendly image editor and catalog organizer), Illustrator, Premiere Pro; InDesign; Facetune and Facetune Video; Everlook; Boomerang and Repost for Instagram; Motionleap and Videoleap; and Acapella.
If you’re not ready to invest time and money into learning these programs, you can start with the free options included on your computer: Photos (Windows) and Photos (formerly iPhoto on Mac) offer simple, if limited, photo editing capabilities.
3. Live in the Question Mark
“Live in the question mark.”
I define this as becoming comfortable with the uncomfortable. A growth mindset inspires creativity as well as adaptability to change.
You may be questioning whether I am contradicting myself. After all, if familiarity builds trust (and trust ultimately leads to revenue), then isn’t an ever-evolving creative mindset damaging to that established familiarity? On the contrary, your audience, once trusting, will embrace your pursuit to evolve.
Creativity does not always have to cause a pivot in another direction. Creativity is also building on your idea and making it better. Think of it as a technological update; human nature is naturally inclined to embrace the familiar.
4. Create A Brand
What is a brand? A brand is the sum of all expressions by which an entity (person, organization, company, business unit, city, nation, etc.) intends to be recognized (source: Interbrand.com).
We all have a brand, whether it is interesting … or not. Here are questions that I answered to discover my personal brand more clearly:
- What is vital to the business/ my image?
- What brings me joy?
- What frustrates me?
- What are your and your team’s favorite colors?
- Why does my business want a social media presence?
- What can my business offer?
- What does my business hope to gain?
- Is the business willing to take creative risks?
- Where do we hope to see our business in 1, 5, and 10 years?
- Are we willing to or capable of building a social media team?
Once you’ve articulated these brand elements, make sure that your social media posts reflect them!
6. Find Inspiration
Find accounts that inspire you to create your best work. Notice how they interact on various platforms with their audiences. Study the photography, the blurbs, and of course, which hashtags they use for visibility.
Some musician Instagram accounts that I recommend visiting are
- crossover violinist @miaasanomusic;
- crossover flutist and singer @rachel_ombredane;
- flutist and pedagogy instructor @katherineemeneth;
- flutist, educator, and model @reisalee;
- flute maker and distributors @tjflutes;
- nonprofit organization @sphinxorganization;
- concert flutist @stephenclarkflute;
- flutist, educator, and activist @celestialflute;
- flute professor @neflute;
- concert violinist @violincase;
- German orchestra @berlinphil.
WHEN SHOULD I POST?
I am not an advocate for posting at the same time every day, although some sources will recommend doing so. For example, if you are a musician, chances are you have an international audience. I try to post right before or right after high traffic times on social media, such as 7:30 AM (before), or 6:30 PM (after). For me, that heightens the probability of exposure.
You can utilize various programs to study the activity diagnostics of how people interact with your content. I recommend Sprout Social, an “all-in-one social media management platform that unlocks the full potential of social to transform not just your marketing strategy—but every area of your organization.”
REVIEW
Remember, your brand is being represented on your social accounts, and your audience is buying what you express through those channels.
Consistent and frequent excellence must be an organization’s priority! There are no substitutes for high-resolution photography and video, thought-provoking blurbs, interactive content, and maximization of hashtags, as well as frequent conversations with your audience.
I recommend at least one post and story a day, immediately before or after a high volume of posts flood your timeline. These rushes can vary from day to day, but typically 8-10 am, 4-6 pm, and late evenings tend to have a high volume of posts. Always use your judgment, and happy posting!
Dr. Brice Smith is a flutist extraordinaire, social media maven, and advocate for underrepresented musicians. He’s also an Associate at PetersonBandar. You can work with Brice and the entire PetersonBandar team by contacting us.