In the digital age, social media has become an essential tool for photographers to showcase their work, connect with clients, and grow their businesses. However, navigating the world of social media can be overwhelming, with various platforms, features, and security considerations to keep in mind. In this comprehensive guide, we'll cover everything you need to know to make the most of social media as a photographer. From securing your accounts and understanding paid partnerships to exploring platform-specific tips and strategies, we've got you covered. So, let's dive in and level up your social media game!

Two Factor Authentication and Password Security

Before we get started, let’s talk about web security. Two-factor authentication (TFA) is an identity and access management security method that requires two forms of identification to access resources and data. Think of it as a second security layer that will confirm your identity and immediately neutralize the risk associated with compromised passwords. If a password is hacked, guessed, or even phished, it’s no longer enough to give an intruder access. Without the approval of the second factor, the password alone is useless. 
 

With so many business owners heavily reliant on Facebook and Instagram to market their businesses, being hacked is a massive inconvenience. When a user’s account becomes compromised, hackers can enable two-factor authentication and make the retrieval process difficult to impossible. The best way to avoid this headache is to immediately set up two-factor authentication. A two-factor authenticator app such as Google Authenticator takes a few minutes to set up and will immediately begin protecting your business. 

Another important step to protecting your account is by storing your passwords securely with a password manager such as LastPass. LastPass is a secure password management software that allows you to log in and access sites quickly, generate randomized passwords that protect against hacking, store digital records, and more.

Alt Text

Alt text, otherwise short for "alternative text" is a brief description of an image that can be read by screen readers and other assistive technology devices. While its main purpose is to improve user experience, it also has other applications. Alt text is a great way to help visually impaired individuals understand the content of your post. According to the World Health Organization, 1 billion people worldwide have moderate to severe visual impairments. When you provide alt text, you make your content accessible to people with visual impairments and ensure that their experience isn’t compromised. 
 

In addition to improving accessibility, using alt text can also improve the SEO (search engine optimization) of your social media content. Alt text helps search engines understand the content of your images, which can increase the likelihood that your posts will appear in relevant search results. On a platform such as Instagram, alt text is immediately generated, but very often it won't be reflective of the image. This is why it’s important to add your own Instagram alt text. Plus, if an image fails to load on your page, the alt text will be displayed in its place, ensuring all users still understand the content. 
 

Hootsuite has an excellent guide for writing Instagram alt text and Facebook alt text. You can also view examples of good alt text for photographers, here. Get started reaching new audiences today!

Facebook & Instagram 

What To Do If You Are Hacked on Facebook or Instagram 

In the unfortunate event that you are hacked, the corresponding social media site will have a page for you to visit. For Instagram users that are hacked, Instagram offers a Q&A and Support page for users. Facebook users with hacked accounts should start here. 

Ask Me Anything with Adam Mosseri

Every week, Adam Mosseri, head of Instagram, hosts an Ask Me Anything (AMA). In this live session, users can ask their questions and get them answered, live. If you're on Instagram, Adam's AMA can be found in his story highlights. For more great tips on how to use Instagram, Mosseri's posts are also very insightful!

Business Accounts

Making the switch from a personal profile on Instagram to a business account will give you access to select features for entrepreneurs. If at any time you wish to switch back to a personal account, you can also do that!

With a business account, you’ll have access to free business tools such as:

• Insights into the demographics of your audience who is engaging with your business
• The Professional Dashboard, where you can track performance, access and discover professional tools, and explore educational information curated by Instagram
• The ability to hide or display your business category and contact information on your profile

Read more about setting up an Instagram business account here. 

Disclose Brand Partnerships

Brand sponsorships have become a popular means for creators and influencers to monetize their presence on Instagram. It's an effective way for them to connect with new and engaged audiences, given that almost 90% of Instagram users follow at least one business.

Within the realm of Instagram, sponsored posts are officially termed as "paid partnerships." This feature enables creators and influencers to tag their business partners in the content they share. Whenever an influencer promotes branded content through feed posts, Stories, Reels, or IGTV, you'll notice the label "Paid Partnership with [brand]" displayed below their username.

Paid partnerships hold significant importance as they serve to disclose the business relationship between the influencer and the brand, or vice versa. It is mandatory to share this information when posting branded content on all social platforms to comply with regulatory bodies such as the Federal Trade Commission (FTC). Read more tips from the FTC and a brochure on how to make good disclosures here.

Private Replies

Private Replies on Facebook allow a business to send a single message to a person who published a post on your business' Facebook Page or who commented on a post or comment on the business' Facebook Page or Group. It's a handy way for businesses to respond privately to individuals who engage with their content.  

When you reply to someone privately, the message will include a link to their post or comment. There are a few limitations to keep in mind when using this feature. First, you can only send one message to the person who commented. Additionally, there are some other restrictions to consider:

• The message must be sent within 7 days from when the post or comment was created
• Only when a person responds to the private message can you continue the conversation within the 24-hour messaging window.
• Standard Access apps can only access data for people who have a role on the app

Read more about sending Private Replies. 

Meta Business Suite

Photographers and business owners who use Facebook and Instagram would greatly benefit from incorporating Meta Business Suite into their workflow. This tool serves as a one-stop solution for efficiently managing all marketing and advertising activities across these social media platforms. Best of all, it’s completely free, so it’s easy to streamline your social media presence, connect with your customers, and ultimately boost your business. 

You can use Meta Business Suite on your computer or phone to quickly see notifications and respond to messages. Plus, you can schedule posts, stories, and ads for your business on Facebook and Instagram with just a few taps. It’s a total time-saver!

Met Business Suite also gives you useful insights to help you make the most of your marketing efforts. You can learn more about your audience and use that knowledge to optimize your strategy. Read more about the other key features of this tool here. 

Twitter

Twitter for Professionals

Twitter has rolled out some exciting updates just for professionals. The whole idea is to create a space where businesses, creators, publishers, and developers can show off their content, products, and services right on Twitter.

The big highlight of this update is the introduction of Professional Accounts. These accounts come with professional tools that regular folks don't get to play with. You'll have access to Twitter Ads, Quick Promote, Advanced Profile features, and even some upcoming shopping-related features. It's like a whole new level for professionals to rock their presence on Twitter. Learn more about Twitter for Professionals, here. 

LinkedIn 

Create Your Company Page

In the age of digital networking, LinkedIn has emerged as the ultimate platform for professionals seeking growth and opportunity. In Donna’s Serdula’s class, “SOAR – LinkedIn for Business,” you can navigate LinkedIn’s intricacies and learn from her 4 point strategy to optimize your profile, establish a solid professional brand, shape your career trajectory, expand your network and more!

LinkedIn also has a great article on the 20 steps to creating a better LinkedIn profile in 2023. Start growing your network, showcasing your passion for photography, requesting recommendations, and building your brand!

Creating a Company Page is another effective way to enhance your brand's presence, communicate your services, and target your audience.To ensure maximum engagement, remember to actively interact with your posts using your Company Page. This concise article guides you through the process of setting up and using a Company page to achieve those goals. 

Youtube

Reserve Your Handle

Reserving your YouTube handle isn't something you have to do, but it comes with a bunch of advantages, especially for business branding, identity protection, and future content creation.

Basically, reserving your YouTube handle means creating a unique username that can't be used by others. It's a recent feature that YouTube introduced to address the issue of multiple channels having the same name. By reserving your handle, you ensure that your channel name aligns perfectly with your business brand. Consistency is key and having the same name across your online presence helps viewers recognize and remember your channel more easily.

Even if you're not actively using YouTube now, it's a smart move to reserve your handle if you plan to create content in the future. This way, when you're ready to launch, your channel and that unique name will be all set and waiting for you.

Unplugging From Social Media 

For professionals, maintaining an active presence on social media is crucial for their business. Responsiveness and engagement reflect their brand's image and helps them to nurture connections. However, finding the balance and knowing when to disconnect can be challenging. It's important to recognize that refraining from using social media has numerous advantages, such as reducing anxiety levels, creating time to engage in other activities, and promoting better sleep. By consciously setting aside time away from social media, professionals can experience these benefits and enhance their overall well-being.

So, why not integrate some practical tricks to curb your social media consumption? Start here: 

• Disable notifications: Turn off all your push notifications to minimize distractions.
• Out of sight, out of mind: Placing your phone in a drawer will help you to forget about it! Take time for other activities without the distraction of your phone. 
• Set time limits: Most phones and tablets allow you to see the time you've spent on certain apps. Set a limit for your time spent on social media and stick to it! There are also a variety of social media blocker apps on the market designed to improve your focus. Consider downloading one and giving it a try!
• Dedicate time to your hobbies: Fill your free time with things you enjoy and you know are good for you. The more engaged you find yourself, the less likely you will feel the need to mindlessly scroll. Read more about some alternatives to picking up your phone. 

For more in-depth articles on developing your social media strategy, consumer research, and support, be sure to check out PPA's many resources for members. We wish you a happy social media journey!