Maximize Your Social Media Presence in 10 Easy Steps – The Ultimate Summer Guide for Small Entities with Big Plans ;)

So, you run a small project space or gallery, want to grow your social media presence and have no budget to pay for (our) services? No worries – treat to the rescue! Here is a list of 10 easy steps on how to professionalize your social media presence: 


1.    Write a strategy
While creating a large-scale strategy might sound scary (and it is a hell of work), if you are small, you can keep it small. Yes, but what exactly is the correct strategy, you might ask. Well, it should include whom you want to talk to (audience or target groups) and what you want to talk about (what are the core topics of your space/gallery?). It’s also important that you define ONE goal (for example, how many followers you want to gain) and make it a measurable one.

2.    Chose the right channels
You do NOT have to be on every social media outlet there is. Actually, you are not obliged to have any social media! The only important thing is that you look at your strategy and try to understand where you will find your audience. If you have limited resources, it’s better to do fewer channels. Google usage statistics and general audience descriptions. Try to get a sense for the channels by using them for a couple of weeks before you invest work in developing them. Choose not just based on your target audience but also based upon the used media that fits your proposed topic. Do you need more moving image? Short clips? Longer clips? 

3.    Write stuff
Creating content is, of course, the core of content-based marketing such as social media, so this is important. In one of my recent blog posts, I already emphasized the importance of good copy, so what I suggest is that you write a story. Ideally, this reflects your strategy and the topics you want to cover based on that strategy. This story then can be adapted to your target groups‘ communication needs and habits, if you wish. If you can, write multiple chapters based on various „storylines.“

4.    Plan
Planning is essential. You can be reactionary on your channels, but that is no way into achieving your goals in a controlled manner. It is actually pretty easy: set up an excel sheet and make entries for the days you want to publish content.
Ideally, just split what you have written so far and divide it over a fixed period of time (like a month). If you have multiple chapters, mix and match if you want. And boom – you have a content plan!

5.    Produce stuff
With your plan and texts at hand, go ahead, and create media! If you have a good (i)Phone, don’t be afraid to use it to produce videos. 9:16 is the new 16:9 anyway. If you have a little budget, maybe get accessories for your phone like a stabilizer, a gimbal or other video equipment. 

6.    Let go
I see many people freaking out trying to post everything in real time. In reality, nobody cares. Before you compromise on quality (see the next two points) to post something instantly as it is happening, just take a breather, sit this one out or do it later – but properly.

7.    Don’t post bullshit
“The internet” can be a very unforgiving place. Make sure you do not post anything that has errors, typos, etc. While it is ok that some minor mistakes might happen, take the time to have everything proofread or at least try to read it backward (a technique to try to identify errors). Try to establish punctuation rules and even if they might not be Oxford English at least follow your own rules. Fact checking your story, if it has any data included, is vital. And do not rely on the first thing you found when googling.

8.    Don’t post broken stuff
Content that doesn’t work on a technical level turns people off very quickly and makes your content impossible to consume. So, refrain from using formats if you are not (yet) able to produce them properly – keep it low key, my friend. Be particularly careful with the audio when you are doing video content. Bad sound destroys any experience. Also, do not rotate your camera while recording.

9.    Cooperate
If you are small, it is hard to use technologies and methods like the bigger players, especially if you want to use paid media or bloggers. So, my suggestion is to get together with kindred spirits of your field of work (like fellow galleries, other project spaces, etc.) and plan activities together. You can build fan bases easier and feed into each other. Joint paid media promotions can be extremely fruitful, but I suggest you get professional help before investing real money on the ad portals of various social media.

10.    Take part in the discussion
It’s helpful if you take the “social” in social media literally. One of the most critical channels for growth (if that’s your goal) is to partake in relevant discussion, to be present with comments on relevant postings and threads. It gives you great exposure and people the opportunity to discover your channel.


I hope this list helps you with elevating your presence. I was thinking of offering a small group workshop for small galleries and project spaces, so if you’re interested in an introductory four-hour workshop: hit me up.