Published in: Ensuite Nr. 164, August 2016 / By Philipp Koller
The most influencing twitter accounts and their networks for the topic «art and humanity».
For art galleries, but also for artists, the Internet is already an extended showcase and studio.A website and social media channel belong to the standard way of maintaining the network and reaching a new audience. Often this work - the documentation of an exhibition on Facebook and invitation of «friends» to a vernissage – gets done simultaneously. Great art galleries and prominent artists consistently incorporate social media into their work and can list a growing community.
Not rarely is the maintaining of a network over the Internet regarded as a necessary evil, whose benefit is often not quite clear due to the omnipresence of posts, tweets and blog posts. Moreover, a certain ambivalence on the part of the artists is responsible for this. The London-based native of Zurich - Frank Fischer - admits approximately: "I want to use these platforms less for self promotion, rather, I want to show that art is a part of my life." And in the opinion of photographer Kaspar Ruoff from Brugg social media sets limits to his design, but he can benefit from the simplicity, of establishing contacts. In which case, he would welcome professional support through galleries. Lan Maria Bui who is active in Warsaw brings it to the point: "People like me are a silver thread between the separate worlds. Social media has the potential to create new materials, content and experiences in a connecting way."
Just the number of channels, blogs, platforms and exponents in the art field now lead to the interaction of institutions of the art market at a certain level, which could be made useful through appropriate technical (monitoring) solutions. Then when an artist or gallery specifically connects with other channels, and sends out his messages there, where they are heard, and can cause something. This is also Frank Fischer’s opinion: "For audienceoriented galleries and installation artists, these platforms are an incredible asset! The Exchange, which is taking place in their actively managed forums, is often the confirmation that their work is achieving something."
To fully exploit this for strategic positioning, it takes a suitable strategy. These can be divided, for example, in the phases of «Watching», «Orientation», «Decision-making» and «Action».
In the observation phase, the channels are observed, prominent issues identified, and retained who said what on what platforms. In the subsequent phase of orientation, the individually- chosen relevant topics are filtered and derived from opinion leaders, networks and platforms, with which you would like to network. It's also important to recognize in which cadence the themes have been launched. When you have anoverview, it's time to determine the self image of yourself in the decision phase. In particular, questions such as: With which own topics would I ike to be perceived? What opinion leaders would I like to draw attention to me? What networks will I join and from which ones will I deliberately avoid? It is also important to decide when the time would be to publish these messages — such as art fairs like Art Basel, the Biennale or in the course of an emerging trend. The action phase is finally about the consistent implementation of he decisions made. Therefore, specifically to express oneself to the identified themes and to make contact with opinion leaders. The diagrams on page 69 show for example sub-themes related to art and humanity which are mentioned on various platforms such as Twitter, Facebook, etc. in Germany, Austria and Switzerland (left); and the influence on said subjects on Twitter (right).
it is obvious, that such an approach can't and may not be an ad hoc action. Also, it takes some time for these measures to access. finally is difficult for many artists to put themselves and their work in the foreground in terms of marketing. However, for galleries that want to reach a specific audience and want to be perceived with progressive topics, this can be a valuable way. It would be on these galleries to place their artists in the desired channels. A function that is ever more due to the global art market on the Internet, as well as the jaded art fairs system. This will be fulfilled by those who overlook the ocean of themes, channels, and players, and make it fruitful for themselves.
Raum Für Kommunikation
Breitingerstrasse 25 8002 Zürich
Tel. 044 201 92 10
We support companies in the areas of
Positioning, Innovation and Digital Strategies.