I’m starting to believe that a number of photographers who are negative about social media have a deeper issue. They are not sure what to do with new marketing platforms because they don’t know where to aim their attention. The issue may be that they don’t have a defined target market.

I don’t mean to suggest this is a universal answer.  There are many reasons why naysayers don’t like social media.

A large number of photographers are skeptical of anything new. Some are now thinking a Web site and a cell phone might be a good idea. Other photographers don’t like people — they specialize in food and architecture for a reason.  Another big reason is they are using a marketing method that works for them.

The last reason has some merit. However, I will continue to encourage those photographers with successful marketing plans to familiarize themselves with social media so they are prepared for changing market trends.

Many photographers don’t even have a direction.  Before you can dive into any form of marketing and promotion it is important to know to whom you are aiming your message.

Who do you wish to attract to your online community?  Fellow photographers are nice, but generally they don’t pay the bills.

Develop a plan to find out where your target market likes to socialize and share information online. Maybe they hang out on Twitter or in a specialty forum.  Write about issues, tools and concepts. Share links that would appeal to your market.

When a photographer doesn’t have a target market, he may as well be drifting rudderless through the business ocean.

Define your target market,  then open your Linkedin, Facebook or Twitter accounts.

Rosh