CASE STUDY: Art & Australia (@artandaustralia)
ON SOCIAL MEDIA...
Strengths: Australia's oldest art journal, est. 1963; loyal readership; large network of artists, curators, and writers.
Challenges: Translating strong print presence into digital platform; shifting from an older, loyal audience to a younger, tech-savvy market.
I worked with Art & Australia during a major chapter of change. The magazine had recently been digitised, and although they had an exhaustive portfolio, their online presence was immensely lacking.
Accessible and flexible, social media is full of potential for the art industry; it is an economical and direct medium for making creative content, spreading conversations, and promoting exciting projects.
MY EXPERIENCE... Having published my blog The Monday Issue since 2009, and having contributed to various arts and culture websites over the years, I have witnessed the transformation of online engagement and the rise of the potential of social media in the arts industry. I have also experimented with different engagement strategies and witnessed the growth of influential online culture. Having studied contemporary media at university, I am critical and observant of the rise of User Generated Content (UGC) and believe that social media allows the art audience to become the creator, the critic, the enthusiast, and the most genuine and enthusiastic PR. Some of the most effective social media strategies include:
Digital publishing for social media (Instagram and Facebook)
- Consistent content scheduling
- Consistent visual branding
- Cross-pollination (use of #hashtags and @tags)
- Collaborate with other creatives who share similar target audiences