Twitter, Facebook, Blogs, Email? I don't get it - I just want to paint!
 
Every day I hear from artists that they just don't understand Twitter, or they don't like Facebook, or don't know how to blog. Or, they say 'I tried twitter and didn't sell anything', or 'I don't see the point of writing so much on my blog'.  Is it really worth the effort? Am I doing this right, and is there a better way?
 
This art business is hard work. Not only do we have to create the art, we have to constantly learn all of these new technologies just to keep up. But, once you start to comprehend exactly how these new tools could be used, and what that means for your career as a self representing artist, you may start to see 'social networking', 'blogging', and 'search engine optimization' in a whole new light.
 
First, though, you will have to rethink your marketing angle. Most artists approach their online marketing with a broadcast mentality - they put their work out onto their blog and other sites, and hope that the right people find them.
 
How can the 'right people' find your art if you don't even know who the right people are, or how to find them?
 
The real beauty of the internet - including websites, blogs, email, twitter, facebook, and other tools - is not just in reaching large numbers of people. Instead, it's all about reaching the right people - that small group of people with  a passionate interest in the same things you care about. With the right  techniques, you can engage in meaningful conversations with absolute strangers based on your common interests. And, you can convert these strangers into aquaintances, and then friends, and eventually into lifelong customers and a powerful network. However, you can't do that by shouting into a crowded room - you have to search the room for the right people and really talk with them, and listen. And make sure you're in the right room to begin with.
 
You know, good old fashioned relationship building and networking, just with some new tools.
 
It's not just about 'art'. It's all about the personalities, stories, and interests of the artists and the collectors. Don't just make art because you're an artist. Create art that speaks to you and says something about who you are and how you see the world. Not just a casual, distant observation, but an up close and personal exploration and conversation about something you love, or something you hate, or something you find interesting, or scary. Do not be content to paint normal landscapes or portraits, dig in and say something interesting about these paintings - with your paintbrush and with your keyboard.
 
In other words, tell a story. Say something about yourself and about the world around you. Express your unique personality in your work and your marketing.
 
Once you have something interesting to say, and you know who you want to say it to, you'll find it much easier to have a real conversation.
 
It's hard to go find 'art collectors' on google, or on twitter, or facebook, or even in your home town. Even if you narrow your search down a bit and try to find people who are interested in music related paintings, you'll have a hard time. But, it's very easy to go find somebody, for example, who is an avid fan of bluegrass music in your local area, and talk to them about the local bluegrass music scene - the music, the musicians, the venues, and the fans.
 
If you start with a common interest and a very narrowly defined audience, you'll quickly be able to find some interesting groups and people on twitter, facebook, and other tools. Find these people who share your unique interests, and get to know them and their friends online. With a bit of talking and a lot of listening, you might find a whole new audience for your work, completely outside of the traditional 'art market' circle.  That could be the starting point for a very interesting chapter in your art marketing career.
 
So, don't think of the internet and social networking tools as frustrating new technologies. Think of them as interesting tools to make new friends and build relationships.