[...]... in style 7 8 The Linked Photographers’ Guide to Online Marketing and Social Media Microstock agencies offer mostly average photography because it’s another form of mass media They charge low usage fees to their clients These fees often range from 50 cents to 2 dollars Photographers only receive a fraction of that fee Consequently, both the agency and the photographer depend on volume to make money... ways to express our vision and to 4 The Linked Photographers’ Guide to Online Marketing and Social Media share this vision with others With recent technological changes, photographers now have easy access to a larger audience Figure 1.1 includes the icons of several of the major social networks This list, however, is far from inclusive of the dozens of social networks available today Figure 1.1 There... firms disseminating these mass -media messages An individual’s voice is easily replaced with another round of mass -media advertising 5 6 The Linked Photographers’ Guide to Online Marketing and Social Media The mass -media process has affected photographers in two important ways First, they don’t teach business and marketing very well in most photography schools and art programs Most photographers use obvious... changed Photographers have a great deal to gain from social networking Social networking is not the communication and marketing of the future It is the communication and marketing of today Photographers can gain more exposure for their work and build a positive reputation online They can find new clients and develop a community around their work They can network with colleagues to learn and share Photographers... familiar with social networking tools like Facebook, Twitter, and blogging but may not know how to put these tools to use for business success There are endless tools and social networking platforms available to photographers It’s easy to become overwhelmed by the possibilities This book acts as a practical guide for photographers to get online and embrace social networking efficiently and effectively... efficient and effective use of their social networking activities xx The Linked Photographers’ Guide to Online Marketing and Social Media Part I, “Introduction: Why Social Networking?,” covers why social networking is something that photographers should and must—embrace Chapter 1, Social Networking: What Happened?,” discusses the development of social networking as a communication tool In Chapter 2, Social. .. photographers who are curious about the power of social media and interested in developing a larger audience for their photography It appeals to amateur and professional photographers alike Whether you just want to network online with others who share your passion or you want to expand your clientele using the tools of the Internet, this book is for you If you are completely new to the concepts of social. .. prospects and clients What has haunted photographers for years is the knowledge that five minutes after a photographer shows his portfolio to an art buyer, another photographer is walking in the door The universal sales question has always been: How do I follow up and stay top of mind with prospects and clients without being annoying? 9 10 The Linked Photographers’ Guide to Online Marketing and Social Media. .. Social media outlets allow both amateur and professional photographers to advance their craft, increase knowledge, and share results Chapter 1 Social Networking: What Happened? The goal of today’s photographer is to develop a story, style, and brand that removes her from the commodity market She needs to craft an authentic story and reputation that is worth sharing through word of mouth The personal brand... member of this online community Future photography careers will depend on the innovation of photographers willing to let go of what does not work and focusing on advancements in photography and the display of images 11 12 The Linked Photographers’ Guide to Online Marketing and Social Media Figure 1.5 Fashion photographer Lara Jade has built a strong community of followers on both Flickr and deviantART . cengage.com. The Linked Photographers’ Guide to Online Marketing and Social Media Lindsay Adler and Rosh Sillars Publisher and General Manager, Course Technology PTR: Stacy L. Hiquet Associate Director. 346 Index 347 The Linked Photographers’ Guide to Online Marketing and Social Mediaxviii It’s no secret that the Internet has changed how people and businesses interact with one another. You can. changed. Photographers have a great deal to gain from social networking. Social networking is not the communication and marketing of the future. It is the communication and marketing of today. Photographers