Socia Media Marketing Interviews: Gina DeSantis

Gina DeSantis is a Cleveland area ceramic artist.

MZ: Describe what projects/organizations/activities you have marketed
using social networking?
Gina DeSantis: As an artist I market my classes, exhibits, festivals and web shop. This includes marketing events/classes that I teach at local non-profits.

MZ: What social media sites have you used for marketing?
Gina DeSantis: I use Twitter, Facebook. I am looking into Mail Chimp for email blasts.

MZ: What aspect(s) of your social media marketing has/have been most effective?
Gina DeSantis: I have been able to reach a wider audience of out of state shoppers. I also have been able to run classes at my studio with little to no paid advertisements which is helpful with my overhead costs. Facebook event pages have proved to be a fantastic free advertisement space for our open studio events. When 40 artists each invite 300 plus friends the benefits of this service can be as effective as paying hundreds of dollars for ad space.

MZ: What aspect(s) of your social media marketing has/have been least effective?
Gina DeSantis: I find social media can be a lot of "radio noise." Its a sounding board for opinions and thoughts rather than a way to engage and interact. By definition social media should be making us more social and not the other way around.

MZ: What is the most important thing social media marketing provides that
traditional marketing doesn’t?
Gina DeSantis: Its free and it reaches a modern audience that doesn't necessarily rely on print media anymore. It also puts you in control of your brand. It also connects me directly to my customers and galleries.

MZ: Have you experienced any drawbacks using social media for marketing?
Gina DeSantis: I find people treat it in a more personal matter then a professional one. For example, do not use Twitter as a sounding board for your dislike of a certain organization, media outlet or person. It will get back to them. It will be in print. Social media marketing should be focused on connecting and not severing.

MZ: How do you measure the effectiveness of your social media marketing efforts?
Gina DeSantis: I am still trying to figure out the benefits of Twitter. At this point Facebook has been more successful in my marketing of artwork and classes coupled with studio events. However Twitter connects me better with galleries. I'm trying to find a balance between the two along with getting out behind the computer and connecting in person at shows and events.

MZ: What is the one most important quality necessary for a successful
social media marketing plan?
Gina DeSantis: I think you need to discover your niche market. Once you figure what types of businesses and individuals to connect with you need to decide how to brand yourself or business. Again it should be professional and not personal if you are trying to market something.

MZ: What is the one most critical thing to avoid when using social media marketing?
Gina DeSantis: Again, professional and not personal. Don't put anything in print you might later regret!

MZ: Do you have any other advice for an individual or organization
attempting to use social media marketing?
Gina DeSantis: Realize that once you put yourself out there on the internet you will become extremely accessible to a large market. Try to find your voice as an individual or an organization and engage your followers in dialogue to move forward.