After “tech savvy”, “social media savvy” has become synonymous with today’s generation. About 2/3 of online Indians spend time on various social networking sites like Facebook, Instagram, Twitter, YouTube, Pinterest etc. Even the trend of sending personal emails seems to have become obsolete compared to social media usage to be. But why are these media becoming more and more popular in India? Interaction, live chat, status updates, image and video sharing are some of the most important aspects that play a role in the popularity of social media. Social media is defined as “forms of electronic communication through which users create online communities to share information, ideas, personal messages, and other content. Customer reactions, interaction and brand awareness are the reason why companies use social media in India and around the world. The multiple roles social media plays beyond its core role of simply conveying information lead to its popularity. India has the largest number of Facebook users in the world and the third largest internet users in the world after the US and China. In the modern age, everything is online. “Social media is primarily an internet-based tool for sharing and discussing information between people.” Linked In, a professional business-related networking site, allows companies/event organizers to create professional profiles for themselves and their company to do that Facilitate networking and connecting with others. Not only does social media help artists, institutions and galleries to increase audience reach and engagement, but using it effectively becomes an invaluable marketing tool to connect with new audiences and create new distribution channels.
Until the advent of word of mouth on social media, the most prevalent means of publicizing arts and culture shows and bringing fame to artists was the use of media (TV, print media, ads). But little by little they have lost credibility, have become too time-consuming and are falling out of fashion with their limited reach. Today’s youth want everything “now”. They are in a hurry and can’t wait for the next day’s newspaper or news bulletin to tell them in real time what they want access to. Increasingly wanting to engage more with issues and topics that interest them, they are turning to using the internet that makes social media so popular. Art sponsoring companies and artists are channeling resources into social media and rethinking their traditional outreach strategies. Even artists have understood the importance of social media and are promoting their products through Facebook, Twitter, Google+ and so on. It is the right time for every artist, art promoter and art lover to use social media as a central tool. Fans and artists are connected through social media platforms that give them the opportunity to comment, like and share content and they can even talk to their favorite artists. Artists using social media can build stronger relationships with their fans, which is one of the biggest benefits of using it.
Artists and businesses today use social media to get closer to their audience and meet customers wherever they are, regardless of their geographic location. Social media presence allows creative minds to express themselves more freely, more frequently and more intimately, ultimately promoting their work and generating revenue. While every social media platform and expert has their own standards for how often to post, consistency is important. Recent polls show that an ever-increasing percentage of the public discovers art primarily through social media rather than visiting museums and galleries, especially among younger demographics. Instagram is probably the most important social network for contemporary art today. Instagram’s incredible success stems from people’s need for interaction, archiving, self-expression, escapism, and peeking — making it clear why the visually-driven platform seems to be art-loving. a popular place to share artworks and is also emerging as a legitimate medium for contemporary art. That’s right, quality content is important, but it can only shine through an appropriate medium. There are some negative aspects of social media, it is time consuming, requires persistence and dedication, artists’ work is available for comparison on open forums and can be daunting for young aspiring artists, does not guarantee success and finally the quantity and quality of things on social media platforms can be overwhelming and may not be as authenticated. Still, the pros of social media platforms outweigh the cons. These are:- Its easy accessibility, almost free or with the least cost, being easy to connect with an audience no matter where an artist is located, gives an artist the opportunity to show the amount of work that happens behind the scenes : the processes, the attempts and the dialogue necessary to create art. Social media makes it easy for artists to be noticed and viewed by their peers, and the public is growing, encouraging uniqueness and creativity
