Social media is often heralded as the ideal way for progeeks to promote their creative projects.  However, last week I discussed Twitter, and how it is so busy that a topic can only carry attention if said topic already has quite a bit of attention elsewhere in the world.  So, for self-promotion, it looks like Twitter is not our best bet.  Let’s have a look at Facebook.

Facebook tends not to be taken over by any one event as it operates as a network of links.  This is different from Twitter because twitter is a "flat" stream.  Also, a tweet is the full unit of information.  That is, with Twitter, you get the whole thing at once.  On Facebook, you get links to discussions that can be expanded, so it's easier to navigate.

You also have more tools at your disposal to get people further interested in your information.  Embedded photo and video (available on Twitter as well, but only after two additional clicks) can help you show off your creation or event.

And speaking of events, Facebook can be used for scheduling those as well.  Facebook can be used as a calendar, newsfeed, messaging system, and display case.  If you’re promoting, say, a film screening, you have a better chance of getting people to attend if you promote it on Facebook.

It basically comes down to this: the more ways a social media site offers you to engage with other users, the better a chance you have of holding their attention.  Social media is busy.  It’s flooded.  Show someone a quick one-liner and chances are, they won’t remember it, but if you show them a picture and send them a personal invitation, you stand a much better chance of getting their attention and their support.

While Twitter is a good way of updating and staying in touch with established fans, Facebook is your better bet for bringing in new ones.

Finally, a reminder that social media is, well, social.  Fans want to engage with you as a creator, not your company or brand, so if you go the route of Facebook, you have to be active.  Respond to comments.  Update often.  It’s not enough to ask people to “like” your brand, because that only makes passive fans (or fans who soon forget you).  Give them something to get excited about.  Unlike Twitter, Facebook lets you do that. 

-Tamara Hecht