What Social Networks Should You Be On?
Whether you’re just getting started in your career or an accomplished industry veteran, this week's question from Richard DeFonzo is a great one!
“Do you think a social media presence has or is going to become a primary resource for casting directors? Could not having a constant presence hurt anyone’s career?”
While Richard’s question is geared to actors and casting—the truth is that this applies to employment in any industry.
People are looking at your social media before choosing to hire you, and I hope this video and blog help guide you on your social media setup and activity.
THINK OF SOCIAL MEDIA LIKE THE TELEPHONE. ☎️
Social networks are two-way communication channels: they help you receive and share information very quickly.
I recommend having a presence so that you’re on the pulse of what people are talking about—both in your industry and in the world at large.
While we have celebrity clients who’ve chosen not to be on social media, it can be of service for receiving information: personal updates from your inner circle and a democratic perspective on global events.
Beyond receiving valuable pieces of information, having a social media presence can help you quickly share information.
Social media offers you a way to freely share your offerings and opinions. Through the years, we’ve seen many more celebrities (who “don’t need social media” or “don’t want to use it”) join to promote their upcoming projects, brand partnerships, and non-profit causes.
With your own social media presence, you’re not reliant on traditional channels such as distribution deals, mainstream media, or your team. You can even use social media to publish and promote your work, like Ratatouille: The TikTok Musical.
The power is at your fingertips!
SOCIAL CAN HELP BOOK (OR LOSE) THE JOB. ⚖️
Employers are going to social media to research you AND your work.
While the initial search may be about your craft (please make sure you have up-to-date videos or a full portfolio website), smart employers and collaborators are looking at who you are.
Try to look at your profiles and posts through future employers’ eyes:
What will they be like in the rehearsal room? 👀
How will they handle our travel/housing arrangements? 👀
Can we trust them to represent our brand in interviews? 👀
Be conscious of what you share on social media. It can become a viral conversation piece!
Every time you hit post, make sure you’d be comfortable with it being on the front page of The New York Times.
CLAIM YOUR NAME AND DIRECT TO WEBSITE! 🆓
People always ask, “What social networks should I be on?” My recommendation is that you join ALL of them, then lead your audience to where you want them to go.
Here are some examples:
Profile directing to website, Twitter, and Instagram.
Profile directing to website and Instagram.
Profile directing to website.
If you’re not planning on being active, see if you can craft your bio or leave one post—like a sign on the window of a closed Starbucks location. Point people to where they can find you. For example:
In addition to helping control what people find about you (your digital first impression), you can direct traffic to your website or chosen social platform, even collect followers on channels you’re not yet active on. You’re gathering an audience waiting for you to publish your first post!
You don’t have to use every network, but as a personal brand/public figure, I’d recommend reserving your name across all of them. At the minimum, I recommend having a presence on the three biggest networks (Facebook, Instagram, Twitter) as nearly everyone is there!
USE ANALYSIS TO DETERMINE YOUR FOCUS. 🕵️
Once you’ve reserved real estate across the internet, you may wonder what platforms you should focus on? I would balance this analysis with real data and personal pleasure!
Where is your largest audience?
Look at the size of your audience on each network. Is this still where people are engaging most? For example, have people moved on from Clubhouse and Snapchat to other platforms?Where is your paying audience hanging out?
Who signs the check or fills in their credit card info? While it’s fun to engage friends, family, and fans on social media, think about where the decision makers in your industry are hanging out. Join their party!What platform is suited for what you enjoy creating and sharing?
If you’re a comedian or journalist, Twitter might be a great fit for you! If you’re a visual artist, perhaps Instagram and Pinterest would be good places for you to focus us. Like video? You might want to consider YouTube or TikTok.What brings the largest traffic to your website or sales?
Take time to look at the analytics of your website. Squarespace and Google offer the ability for you to see which social platform is bringing you the most traffic. Balance this in your decision making!
You don’t have to be on social media, but I’d recommend it for artists at all levels. Once you’ve established a presence, use these questions and experiments to see what works well for your life and business.
At all times, make sure you’re representing yourself and sharing consciously!
