Dynamic Social Promotion

Social Media for dynamic business promotion

The Social Media landscape is constantly moving and every month brings revisions and added features to each of the numerous channels. For business promotion some are better than others but all have a role to play.

  • Share real time updates – in the lead up to an event and while it’s in progress, let people know what’s going on.
  • Set up a page on Facebook and company profile on LinkedIn – LinkedIn is the most effective for companies that work mainly in the B2B sector while Facebook is a superb way for those who deal with consumers to engage more.
  • When setting up a Facebook page don’t forget to register a ‘vanity’ URL – e.g. facebook.com/reddogphoto – it looks so much better than a long string of numbers. Facebook used to insist you had a minimum of 25 likes before you could do this, but recently they’ve relaxed the conditions.
  • Respond to posts – use positive and negative comments to engage clients, customers, prospects or the public at large. Be sure to address any issues before they fester.
  • Post photographs and video clips – use images wherever you can, images of people, products or premises to create a buzz and give people more reasons to visit your website or get in touch. Make sure the images you use are good quality and saved in a format that will load quickly, no-one wants to wait while a huge image take hours to download. Video clips can be anything from a ‘talking head’ to some action footage of an event or presentation.
  • Ask questions – social is meant to be interactive, so engage your audience, find out what they think of your products or services – and remember to reply and thank them.
  • Create incentives – deals for early bookings, a competition for the best tweets, a prize for the most creative post, link to an online survey or poll, use the twitter hashtag to vote for a winner.
  • Link Social platforms to your business website – with so many different platforms there’s no excuse for not interacting with your customers on many levels. Try and vary the posts to avoid the same wording appearing in half a dozen places but check the main website links to all the channels and they all link back.
Dynamic Social Promotion

It can be complicated

If you do something often enough it becomes second nature and in almost all walks of life jargon develops that those you work with or interact with speak and understand as fluently as you do.

It’s not until you step outside of that cosy environment that problems start and like any other photographer I’m as guilty as the next for lapsing into techno speak thinking that clients know what I’m talking about – that’s always assuming that I know what I’m talking about!

Consider the following terms, definitions and descriptions and see how easily it can be to confuse the issue or leave someone in the dark:

Format – we reel off terms like JPEG, TIFF, pdf, GIF, PNG or Bitmap as if the whole world understands what we mean. They all refer to digital images of one form or another but which one is right for a specific application? In most cases a JPEG file will do the job but it’s too much for a simple application and not enough for a big print application.

Mode – is a digital file saved in RGB or CMYK? Or is it Greyscale? Put very simply it’s the difference between projected light (computer monitor) or reflected light (printed page) and the process for making that image look right whatever it’s intended use. A printer can always convert an RGB file to CMYK but there is a chance that some colours may be look different from the original.

Size – if someone asks how big a picture is, do they mean it’s physical dimensions when printed? The number of pixels contained in it or how much memory it will take up on your hard drive? It’s too easy to talk at cross purposes and it’s worth checking who is referring to what.

Compression – nothing to do with trying to squeeze into a pair of jeans after Christmas that used to be a comfortable fit but everything to do with how easy it is to transmit an image via email or ftp. Imaging software will give you the option of compressing a large image file so that it takes up less space without compromising on quality.

Aspect Ratio – not just a matter or square or rectangle but as can be seen on most new widescreen TVs, pictures have to be corrected to fit, sometimes leaving a black space at the top and bottom of the screen. Traditional film cameras would produce an image at a ration of 3:2 (e.g. 9″ x 6″) whereas the new breed of digital camera will produce an image at 4:3 (e.g. 9″ x 6.75″) and a widescreen TV image could be 16:9 or sometimes even wider. Again it’s worth checking what aspect ratio an image will be produced in, with a view to its intended application.

Copyright – the bugbear of most professional photographers who hate to see their work reproduced without licence. Some photographers insist that images can only be used for a specific period of time, in named geographical areas and in certain publications or outlets. They may also insist that they are credited as the author of the image.

Copyright law is almost impossible to enforce and as the internet makes it so easy to transmit, copy and use digital images, trying to enforce it would be a fruitless task. Photographs should be supplied with a licence to use them, while the photographer retains the copyright, certainly this applies to business and commercial applications. The only real exceptions are when photographs are produced as a work of art.

Resolution – this is linked back to size and compression and much depends on what an image will be used for. Online images for websites, blogs, newsletters etc should be saved at 72 dpi and compressed to shorten download time. Pictures for the printed press should be saved at at least 150 dpi but preferably at 300 dpi. This will make them much too big for email transmission but will provide the quality needed for print media.

It isn’t really complicated – but it can easily end up being complicated. Armed with some of the facts from above, hopefully a little communication between all parties will prevent it becoming so.

It can be complicated