Three essential communication channels for artists
Meta is powerful, and sometimes it may seem that communication is only about social media. That's not true, Johanne Nordby Wernø from St. Hans would like to remind. She explains that it is the smart use of various channels at once that ultimately creates good communication, highlighting three channels she believes should be utilized more.
1) Newsletter
Ownership! Unlike social media, your websites and newsletters sent via email are good examples of so-called owned channels. Here, you are in charge and have much more control than on Facebook and Instagram, where you are at the mercy of algorithms and large companies. There's a lot of talk about having as many followers as possible, but it might be less valuable to have thousands who scroll past quickly than a hundred who actually care. They have proven their interest if they have bothered to subscribe to your list and receive newsletters, as it costs people more than following a social media account. Use suitable software (Mailchimp, Make, or similar) and start writing, or hire a freelance editor by the hour.
2) Community Engagement
On the radar of new groups. You don't always have to talk about art to market art: Are you interested in social issues or politics, or do you have an artistic production where other fields are relevant? Remember, many other social areas and fields enjoy a much larger audience than contemporary art does. If you write a political column in the newspaper instead of just sitting and opining at the kitchen table, or speak up more often among people passionate about urban development or climate, you might enjoy a side effect: Being seen and heard – as an interesting and engaged artist – in the network of people you wouldn't otherwise have been on the radar of. Once goodwill is associated with you, the path to attention for your work may not be long.
3) Physical Spaces and Personal Meetings
Sometimes we forget the basics. People who don't know you won't come to see the exhibitions in your artist-run project space if they can't find the entrance. Drop the mystery, put a sign on the sidewalk, and post the address and a small map on your website. People also won't be keen to continue a dialogue with you, which could have led to the purchase of a work, for example, if they thought you were grumpy and signaled that they asked stupid questions, and also didn't get any coffee. We humans are just simple mammals – meet others' basic needs.
St. Hans is an agency working to promote the best visual art. The agency was established by Johanne Nordby Wernø in 2019, located in Oslo, but takes on assignments nationwide.
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FAQ
How can artists integrate digital tools with traditional communication channels to enhance their audience engagement?
Artists can integrate digital tools with traditional channels by using social media for real-time engagement, websites for in-depth storytelling, and emails for personalized updates, creating a comprehensive strategy that leverages the strengths of each medium.
How can artists measure the effectiveness of their communication through these channels?
Effectiveness can be measured through analytics tools that track engagement rates, such as open rates for newsletters, comments and shares for social media posts, and attendance numbers for events, giving artists insights into audience preferences.
Are there any specific challenges artists should be aware of when utilizing these communication channels?
Challenges include maintaining consistency across platforms, ensuring message authenticity without overwhelming audiences, and adapting to the rapid changes in digital communication trends while keeping personal interactions meaningful.
