A lot of my photography opportunities come from strangers, including other photographers.

Referrals are the foundation of my business growth. People who trust a product or service refer others with ringing endorsements. Social media offers the opportunity to reach out to more people than ever before.  You gain name recognition when you are active in the new media channels and develop a community.

Once people have heard your name enough times (usually between 5-9 times) they begin to mentally follow you and make note of what you do. Think about the people you have followed through the years. Recall how many national or local community photographers you have watched grow, succeed or fail. Over time, you develop an opinion about them.  Some have bad reputations, are considered selfish, while others are known for being friendly and approachable.

How many times have you referred another photographer? What criteria did you use? Skill for the project at hand is often the first consideration. Second is the way in which the photographer will treat the client,  and how will you look after the referred job is completed? You refer people you trust.

Social media allows photographers to build their reputation. Sometimes a photographer has a poor reputation that doesn’t represent who he really is. Social media can help correct this problem.  Some unprofessional photographers swindle people. Social media has exposed their poor business skills. At best, it can swiftly put an end to their careers; at the least, it keeps them in check.

Don’t expect a lot of direct income from social media, but understand social media plays a role. Name recognition and reputation open doors.

Information moves quickly. People communicate more openly in these social channels. Prospects ask their friends if they know a photographer. Within minutes, referrals are shared  – including who to avoid. Today your reputation is worth more than ever before. Business people must listen to social media, even if they do not wish to participate.

You don’t have to “get it.” But you must understand the conversation is going on with or without you. Having a social media plan doesn’t mean you stop direct marketing, traditional public relations and networking efforts. Social media is another channel to help build your business.

It’s a great reputation-management channel.

Rosh