What Art Galleries Can Do With Social Media

The past couple of days have seen me extend my blogging reach into the art world with a series of posts that are definitely striking a nerve. As much as I like and need to criticize, I think my critique is worth more when I praise and offer assistance as part of my writing. That will be the purpose of this post, at least in part, because the balance between being positive and negative is a delicate one.

How Can An Art Gallery Use Social Media?

Before we get to the meat and potatoes, I think that galleries need to recognize something they may not. In a world where Content is King, they have a lot of high quality, extremely specific content. Certainly, art galleries’ content is not for everyone, but the people who it IS for would be extremely appreciative and loyal to a gallery that gave them more. Imagine having 500 brand evangelists privy to your content, running around town telling all their friends and loved ones about it, your gallery, the artists you represent and champion. Imagine them sharing your articles and videos on Facebook, checking into your gallery on Foursquare or Gowalla, linking to your blog from their own.

What kind of content do I want and what kind do you have? Here is 6 things you could be doing right now:

1. Use a blog and tell us what goes on day to day at an art gallery: Are you preparing for an opening or an event? What kind of work goes into something like this?
2. Who are the artists you represent? What are they currently working on? Can you show us some of their work and link to articles, essays or blog posts about the art? The references that art makes? Where did the artist study? What is their project about?
3. How about a weekly video chat with the artists to talk about the gallery? Why they chose this gallery to represent them? A conversation on trends in the art world? Perhaps mix in some more general information like what mediums the artist is using and why they’ve made those choices.
4. Who works at the gallery? All those pretty gallerinas and interestingly dressed gents must have something to say? Enable them, who are they, where did they study, what did they study. How did they get the gig? What are THEIR hopes? Their ambitions?
5. As a gallery you know a lot about the community of galleries and artists, museums, auction houses and the various goings on in this world. It would serve as well as help build the community to talk about events at other galleries. Remember to promote others more often then you promote yourself. This is how you build trust.
6. What else do you know? Good restaurants or bars in the area? Why not link up with area restaurants for Tweet Ups? Offer your space on off nights to local arts or culture groups looking for space? Help them with their sponsorships if you can. These are the people who are active in this new world, show them a little love and it WILL come back to you in spades.

How to be Transparent?

This is the part that, I suspect, galleries are going to hate. But it is absolutely essential in the world of social media to be as open, transparent and authentic as possible. Find the person in your gallery who knows your business, who understands the community and who likes to write. Get them going. Urge them to start blogging. Require them to meet the community both online and off. There are tons of arts meetup groups. Find the one in your area and engage them. Invite them to the gallery for a private tour. If there isn’t a group, start one! Get to know the people who are interested in your gallery, even if they aren’t likely to buy art. Why?

Imagine inspiring people again

Because selling art is not your only goal. And if it is, it shouldn’t be. Did you get into the art business to make money? Or because art spoke to your soul, because it moved you, because it changed you.

But most of all, be transparent. Develop the voice. I want the gallery to speak to me. I want them to listen as well when I have concerns or criticism.

From some of the criticism I have received of late, and I am extremely interested in listening to more, galleries won’t see the point of social media engagement. Why? Because their business doesn’t depend on social media users. It depends on a handful of collectors and consultants. If the only reason you are thinking about getting into social media is to improve the bottom line, then don’t. Just stay away. We are a sophisticated audience and we’ll sniff you out. There is no problem with promoting yourself, your business or your services. But that cannot be ALL that you do. It shouldn’t even be a majority of what you do.

I’ve just laid out several months worth of social media engagement for you. I told you, I don’t fear giving away my strategies. The only question is, will you do it?

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Tagged as: The Art World and Social Media