I think I’ve mentioned that I’m not very tech savvy. I’m finally on Facebook. Which now may be becoming old school. Passé and/or politically incorrect. But I’m still proud of myself. Even though I’m still not sure how to upload posts onto Facebook.
Anyway, our audio theater group, Voicescapes Audio Theater, just took the plunge into the 21st century. We hired a social media marketing firm to promote us on Facebook and Instagram. Today, you don’t exist as a business if you don’t have a social media presence.
We thought we could do this on our own. So we’ve been posting things on Facebook for over a year. With little effect. We have learned that that’s because there is an art to using social media effectively. And we haven’t mastered it. We don’t even know what it is.
Our media people carefully craft a very short message to go with a carefully chosen photo. The message is not geared to imparting specific information (unless we’re promoting an upcoming live show). It’s primarily to pique people’s interest in our group. The goal is to get people to check out our next post, and our next. Then maybe they’ll go to our website. Maybe even listen to a few of our pieces.
What strikes me is the very specific skill it takes to craft an eye-catching, mind engaging post of just a sentence or two. I don’t have that skill yet. I’m used to writing in a longer format where you get to present ideas, develop them and reach conclusions. Or take your time describing something in living color and vivid detail.
Now I have to train my brain to miniaturize. To compact everything into one image or idea. Or just to pick one thought and highlight it. So far, I can recognize a good post when our marketer presents it to me. But I can’t quite come up with them on my own. What image will catch the imagination of Facebook or Instagram followers?
I shouldn’t feel bad about not being able to master this new skill right away. In fact, our marketers are each very specialized. One person only handles emails. One person only handles Facebook and Instagram. And the email person won’t go near Facebook or Instagram. And she’s a professional marketer!
I’m still not sure what the real world benefits are of ‘a social media presence’. I guess I’ll find out. In the meantime, the education process is fascinating!
To see some more of our new professional marketing posts, go to the Voicescapes Audio Theater link on this site, or our Facebook page and maybe then to our Instagram account.