Personally, I have used Facebook in a multitude of manners but it is a very useful tool for professionals to use to promote their business or communicate with their market. As a dancer I follow several companies on Facebook which helps me keep up to date with what productions they are doing and more importantly their upcoming auditions. I have been to many auditions which I have seen advertised or shared on Facebook and for a company it is a great way to spread the news on a global scale. Dancers I know are constantly sharing posts regarding auditions and it is extremely helpful to find the necessary information on company Facebook pages. Where I have been teaching, we have recently decided to create an associate programme for dancers that are not only members of the school, but externally too. We are due to be holding auditions in the summer and our primary source of marketing has been Facebook. We have all been sharing adverts and the Information page to spread the word, which has been very effective and well received. We have an upcoming open workshop which again has been advertised as an event on Facebook. This is where the medium of 2.0 two way communication has been extremely useful. On an event you can state if you are attending which is a great way to keep track of numbers which wouldn't be possible if advertising was done using flyers. It also allows those that are interested to post questions or comments, which again isn't ordinarily an option. Furthermore, due to my recent commitment with Vienna festival ballet we had to change the date of the workshop. This is all only possible because of the use of Web 2.0 and social media. The two way communication allows details to be clarified and the word to be spread further and quicker.
Primarily a visual and image based site, Instagram is another popular programme amongst social media fanatics. It is however becoming increasingly evident in the professional world also. Having an Instagram account as a dancer, has its benefits in more ways than one. Dance is a visual art form so using a medium that is primarily image based is a great way to promote yourself online. The majority of dancers have an Instagram account and it is perfect for uploading dance clips and portfolio shots for employers to view worldwide. I know of dancers who have booked photoshoots and modelling jobs through their Instagram accounts and it is important for companies to use social media to broaden their name internationally. I follow a few professional dancers on Instagram and another thing that seems quite popular is dance wear companies using professionals to promote their products via Instagram. One dancer I know works with Grisko, taking pictures in their leotards and warmups to encourage other dancers to buy the products. It is an extremely effective advertising technique particularly when well known dancers are used with a very large following. The use of Web 2.0 with social media brings its uses up another level. The ability to communicate online with other professionals and companies is something that more conventional methods don’t allow. Being able to comment on and show interest in the posts of prospective employers is a great tool for professional development.
ISSUES OF SOCIAL MEDIA
Although social media is undeniably a vital tool for professionals currently, it doesn't come without controversy and it’s problems. Having yourself so visable online, worldwide, is very revealing and you have to be wary of the way you present yourselves on the Internet. Companies will often Google applicants before inviting them to interview to get some insight into them as a person and how they conduct themselves online. Facebook profiles will also often be viewed and employers can be put off by how you're presented on social media.
In an article I read by R.Kay Green, who is the CEO of a large marketing organisation, she talks about the topic of present yourself realistically online, versus presenting your ideal persona. She said “ If you're consistent and transparent in your online and offline persona, you have nothing to fear from exposure.” Which I think is an extremely relevant point in today’s society, as lots of people are fixated on competing online to make their life look the most impressive and eventually they're going to get caught out. There is a lot of debate surrounding how you present yourself professionally on a personal social media account and I think as long as you are aware of the fact anyone can view your page then you shouldn't cause too many issues. Another common mistake found on Facebook and Twitter, is posting about a colleague or boss in a negative manner. This is very dangerous as these inappropriate comments can be viewed by said person and can land you in a lot of trouble.
In conclusion, social media is an extremely useful tool for developing your professional career online and promoting yourself positively on a large scale , however, it is very important we remain aware of how people may perceive us by the way we conduct ourselves online. By all means, use the advantages of social media for advertising and PR but don't post anything that may hyperbolise your achievements or could rub someone up the wrong way.
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