It’s about time I got back to some of my more serious articles, so I’m starting a new series about how the internet is changing the economic aspects of the arts.

THE NEW CREATIVE ECONOMY: PART 1
Don’t Sue Your Customers!

The internet has undoubtedly changed how we engage with the arts, particularly in relation to music but also in other forms of creative expression. There’s no question that many sectors of the arts need a new funding model - but suing your customers isn’t it!

Ongoing battles between the entertainment industry and illegal downloaders are contributing to a damaging fall in consumer trust, according to new research from the PR agency Edelman. The number of UK consumers who said they trusted the industry fell from 47% in 2007 to 31% this year, with confidence disturbed by moves by the music industry to track down and punish illegal music copying, and high-profile scandals in broadcasting.
All quotes are from this article in The Guardian by Jemima Kiss.

Ah, the sweet sound of chickens coming home to roost!

The internet can be a disaster or a boon to the arts, it depends on how willing you are to embrace change. If you can see the potential and are willing to engage with your audience online, you can do well. If you resist the online changes and particularly if you treat your customers badly - as the mainstream music companies have been doing for several years now - your customers will return the favour.

Surveying younger consumers aged 18-34, Edelman found that 55% would take “direct action” against a company if they objected to its practices, 53% would share negative opinions with friends and 46% would ignore a firm’s marketing and advertising. Even more damning, a further 39% said they would not invest in those companies.

I’ve been predicting this for years - anyone with half a brain can see what’s happening, except the entrenched and outdated big music companies apparently. If they don’t change, they will die. The only reason they’ve survived as long as they have is that musicians and music consumers didn’t have a choice before but conditions have changed. Musicians are no longer so reliant on record companies to fund, distribute and promote their music; computers and the internet make it cheap and easy to produce and then promote your own music online. In addition, there are now there are new online music companies who use different financial models and who treat both customers and musicians much better:

Magnatune is an ethical record label based on downloading MP3’s. You choose the amount you want to pay and the artists get 50% of the price. You can then legally share your download with three of your friends. This article by John Buckman about why he started Magnatune is well worth reading because it exposes the problems with the traditional record companies.

The Podsafe Music Network is a promotion network that allows podcasters to download music that they can play on their shows for free without restrictive licensing agreements. Links back to the musicians from the podcasts allow listeners to buy music that they hear on podcasts; I’ve done this several times when I’ve heard something that I love.

Independent online record store, CD Baby only sell CD’s that come directly from the artists, who receive a large percentage of the cover price. I recently bought two Amy Steinberg CD’s from them after hearing one of her tracks on a podcast. My CD’s cost about £7, allowing me to return to joy of buying albums on spec, something I used to do a lot as a teenager when music was a more reasonable price than it was in the 90’s. In addition, the emails I got from the company were charming and funny and the CD’s arrived quickly from the States. I’m hugely resistant to buying music from the mainstream record companies because of the way they behave but I’d definitely buy from CD Baby again because they’re cute, well organised and they treat musicians well.

Although prices of CD’s have dropped recently for several reasons, musicians signed to major labels still only get a tiny fraction of the profits and may even lose money on record deals. The mainstream record companies still rip off both customers and musicians and then have the nerve to constantly bitch in the media and sue people. As is now becoming ever more apparent, this is a bad long term strategy.

The question I’ve been asking myself lately is “if I’m willing to buy Fairtrade to ensure producers in the third world are treated fairly, why am I supporting unethical music companies who mistreat musicians by underpaying them and trapping them into restrictive contracts where they often lose the rights to their own music?”

My solution has been to boycott the major record labels whenever possible and buy the music they produce secondhand but this means that the musicians don’t get anything at all, which I’m not happy about. There has to be a better way and hopefully some of these new online music businesses will provide a way forward where everyone is treated fairly, especially the people who make the music in the first place.

Let’s end on a positive note:

…the survey showed 56% of young UK consumers would rather buy legal content, if it was at a reduced price, than download illegally. That compared well with the 27% who refused to pay for content, and the 17% who said they might pay, but could continue to download illegal content as well. Much piracy, this would suggest, is fed by the lack of a legal online alternative.

If the mainstream music companies start treating their artists fairly, stop suing schoolkids, adapt to the changing conditions of their industry and do a lot of grovelling, then they may have a chance to survive. If they don’t, they’re history…

Maybe you’re asking yourself what this has to do with the visual arts, but as my dad says, “everyone’s useful, if nothing else they can always serve as a bad example!”

Sheree Rensel commented on this post:

I totally agree with comments presented. I too realize that blogging is very beneficial for aspects related to motivation and building an audience. However, I want to know how blogging has helped your INCOME. How has blogging increased your sales or increased the money you get to support your art?
That is the topic for which I am REALLY interested.

Sheree Rensel: Blue

Ah Sheree, the answer to that would be ‘not at all’ since I’m not currently set up to make money off my art. I am slowly coming to terms with the idea that maybe I should try to make some money from my work but it’s something that I’m still internally struggling with. For a long time I believed that my work was completely unsaleable because of the fragile and often temporary nature of the things that I made. That’s no longer as true as it once was but I’m still trying to reprogramme my brain on this issue. I plan to write more about the issue of money and artists in the future.

That’s a long-winded way of saying that I’m probably not the best person to answer your question!

Fortunately, Katherine from Making A Mark left a long and detailed comment, some of which addressed this issue. I’m reprinting the relevant bits here:

Kirsty - I absolutely agree a blog should be for yourself. I personally am less on reading ‘commercial’ blogs where people are blogging for a business which is not their own or because they think it’s ‘what you have to do’ to sell art. These blogs often seem to run out of steam after a bit.

Blogs which just present work for sale (as one e-bay) are fine by me - but IMO they work so much better with a few details about why the artist chose to paint the picture…

…Re. last comment, here’s my observation. The people who appear to sell consistently using their blogs as part of their marketing are those who do good quality work. (By which I mean good quality work will find a buyer if you market effectively). What a blog maybe does for them is speed up the process of increasing awareness - and then once you’ve attracted people who like watching what you produce then you have a ready market of people who are more likely to buy.

I would agree with this, personally I prefer blogs where the artist is not solely focused on selling, although I have no objections to being gently reminded that they’ve updated their Etsy shop or that a particular piece is available in a commercial gallery. In fact, I definitely think that artists should do that, where applicable.

However, the artists who seem to have the most success online usually seem to take the long view. For example, Camilla Engman is an artist who’s had a lot of success online and she seems to have built up her sales in a gentle and organic way. She cultivates an audience for her work by having relationships with the readers of her chatty and informal blog and maintaining an active Flickr presence including starting a new group called Organised Collection recently. And of course, she makes excellent and consistent work that she offers at a range of prices from affordable calendars and prints to the more expensive original paintings.

Camilla Engman: Collection 2

Engman is a lovely example of how to operate as an artist in the offline world too. We had a show of her work at the Here Gallery and she included a couple of packs of her little prints as a thank-you gift for those of us who’d helped with the show. She’s the only artist I can recall who did something like this and it was certainly appreciated by those of us who unpacked and hung her show, since we were all volunteers and none of us were getting paid. Getting curators and gallery people on your side never hurts!

I promised a round-up of the comments that other artists have left about their experiences with blogging and here it is, although much later than I’d planned…

Usiku from Writer’s Whirlpool writes:

Blogging has allowed me to reach and meet people that possess a range and depth of human experience, yet it reminds me there is a sameness to us all.

What a lovely sentiment, Usiku. One of the things I love most about blogging is the way it can encourage people reach out and help each other - I’ve seen everything from people offering words of sympathy to people giving real life support such as organising online baby showers, paying medical bills for ill bloggers, supporting families through bereavement or other difficult times, raising funds for charities or coming together to sponsor art projects.

I get so fed up of all the negative portrayals of the internet because it just doesn’t reflect my online experience. Blogging is frequently portrayed as a selfish and egotistical thing to do but I’ve often seen it used as a powerful and meaningful way to connect with other people.

Michelle from Pencil Portraits brings up a point I hadn’t considered:

Another benefit to blogging (for me anyway) is that when I am focussed on updating my blog regularly I am more productive in my art, because I can’t wait to post it. But I have noticed a definite correlation in lower productivity when I get slack about updating my blog, so even though it takes a bit of time to post, it is definitely worth it for so many reasons.

I love the idea of using a blog as a way of giving yourself motivation - great idea, Michelle!

Mark from Graf Nature Photography: Notes From The Woods writes:

I use my own blog for connecting with viewers of my own work, as well as exploration of my own feelings and analysis of why I do what I do. Turns out, a lot of readers often wonder the same about their own work. Sometimes it helps just to write things down to work out what you are thinking.

Oh, I couldn’t agree more, Mark. I’ve always used writing, and indeed, making my art, as a way to work out what I’m really thinking and feeling. I’ve always written about my work a lot so writing on a blog wasn’t that big a step for me. I think that so many artists work in isolation and having that link with viewers and other artists can be so helpful - just to get an extra set of eyes on the work, if nothing else. One of the reasons I like exhibiting is because of the dialogue and additional perspective that you can get on the work - I guess you can think of blogging as an informal sort of exhibiting process.

That leads us neatly onto Katherine from Making A Mark, who makes a similar point:

1) Blogging can also be thought of as the virtual equivalent of the ‘private view’. Thinking of it like that helps people to pitch their remarks - one to one, helpful, informative - but also professional.

2) I like supporting galleries, exhibitions and other artists on my blog - and they come back and tell me they’ve sold work as a result. More co-operative support for one another would give a nice artistic twist to “the wisdom of crowds”

3) It should never be under-estimated how much slog blogging can feel like at the beginning - but it is habit-forming and it does get easier the more you do it and the more frequently you post. The growth in visitors is also exponential - my second tranche of 50,000 visitors arrived a lot more quickly than the first 50,000!

Woah Katherine - 50,000 visitors! I can’t even imagine that yet but maybe I’ll get there one day. I do agree that blogging is habit-forming although I think a lot of bloggers get dispirited at the initial ‘writing in a vacuum’ feeling. I think you’ve got to be writing for yourself as well as an audience - if you’re getting some personal reward that isn’t dependant on other people reading or commenting then it’s a lot easier to continue. In that respect it’s a lot like making art.

Tina from The Cycling Artist blog brings up the importance of regular blogging:

I’ve been blogging a while but only recently made a pact with myself to do it *every day*. Strangely enough it gets easier. I used to wonder what to blog about, what was interesting enough to write and direct my fans, collectors and other artists too that wasn’t just a rambling self-journal. I didn’t want it to be for artists only, so had to find a happy balance. Sometimes I get on a bit of a soapbox but hopefully not too often.

It’s about 20 minutes each day typing up, copying into two blogs (I duplicate my tina-m.blogspot.com blog over to my MySpace account too). It’s a nice start to the day actually. And I’ve just recently found out about RSS feeds and used feedburner.com to set them up - in case any other artists are as mystified about it as I was!

Tina, I’m interested in the fact that you duplicate your blog over at MySpace - do you find using MySpace works in terms of visitor numbers? I’ve been wondering about setting up an ‘outpost’ over in MySpace but I don’t want to commit to something that’s going to take lots of time.

Deanna from Artist, Emerging writes about damage to a piece of her artwork that was returned to her by a gallery.

Deanna is obviously very careful about packaging her work - she makes up special foamcore boxes and wraps her work carefully in archival paper first to protect the delicate wax surfaces of her encaustic paintings. She was pretty unlucky to have a piece damaged.

I don’t want to sound as though I’m making excuses for the gallery - they should definitely have been more careful - but I do have some advice on avoiding this situation. Having packaged up loads of works as a curator, I’d strongly recommend that artists include a sheet of packing directions, especially if there are any special requirements for repacking the work. Don’t leave things to chance; spell it out in black and white. Wrapping up works to send back is a pig of a job: it’s boring and tedious and when you’re packaging up 20 or 30 pieces at the end of a show it’s often difficult to remember how it looked when it arrived. You also can’t guarantee that the people who unwrapped the work will be the ones repackaging it - at the Here Gallery we rely on volunteers and sometimes the people wrapping the work don’t have any art experience at all. What seems like common sense to an artist might not be so obvious to someone who isn’t an artist. Written directions make life a lot simpler for everyone, plus if the gallery doesn’t follow the instructions then you have more ammunition to complain to them.

Unfortunately not all artists are as meticulous as Deanna: I’ve unpacked work that I was amazed survived the trip through the postal system - work sandwiched between two ill fitting bits of cardboard, work that wasn’t well wrapped, even work that wasn’t protectively wrapped at all.

Work being sent anywhere should be properly wrapped in bubble wrap (and any other protective packaging that the work needs) before being placed in a strong, well-fitting box.

Please buy or make the correct size of box: don’t hack together several bits of cardboard. I know it’s good from an environmental point of view but bits of cardboard taped together are a nightmare to get into, even worse to reuse and they tend not to provide enough support to the work, especially around the edges. It’s OK to cut down a box that’s too large though.

With bubble wrap, you should use larger pieces rather than taping together smaller pieces - the later are horrible to reuse. If you’ve only just had enough bubble wrap to wrap your work, then the curator probably won’t have enough to securely re-wrap it because bubble wrap invariably gets damaged where it’s been taped. I know that money is an issue for all artists but please don’t skimp on protecting your precious work.

If you’re packing more than one piece in a single box, you’ll need plenty of packaging between them and you’ll also need to consider weight issues. For example, if you’re packing a lot of framed pieces then they’re usually better stacked upright rather than in a pile with one unfortunate piece on the bottom. Reinforcing the base of the box with extra cardboard can be a good idea when sending heavier work, although if the work is very heavy then you’ll need to use wooden packing crates.

Your box should also include: instructions on how to repack the box, a return address label (including postage if required), written instructions on how to install the piece (especially important for sculptural works) and any fittings needed to install the work. Obviously, you should make sure the box is properly taped shut but using too much tape on the box can actually increase the risk of damage because the person will have to use more force if it’s very difficult to open. Now mark your box to show which way is up. Boxes should also be marked ‘fragile, handle with care’ although frankly I’m not sure if that makes any difference to the way the post office treats them!

If I get all that, I’m in heaven.

Professionally packed work containing clear instructions and fittings lets the curator know that you respect and value your own work, so they should too. In addition, by making things easy for them, you also demonstrate that you’re courteous enough to care about their time. Knowing that I’m following the artist’s wishes and don’t have to sit around worrying about how a piece should be hung takes a lot of stress out of the process for me. Then all I have to decide is where it should be hung. Believe me, I much prefer that!

I liked this post by ceramicist Shannon Garson on her blog, Strange Fragments.

This is a lesson I learn time and time again, if I have misgivings about a project it is not superstition, it is because I am experienced. Those misgivings are all my years of experience telling me “This project is not right. Stay Away!”

Isn’t that great! I absolutely love that line about it being experience not superstition. It’s so true, yet unfortunately it’s a lesson that I also seem to have trouble learning and I bet I’m not the only one. Why do we second guess ourselves in this way? Is it lack of confidence in our abilities or blind optimism that hey, things will turn out just fine if we ignore that little niggling voice?

Shannon goes on to say:

I think it’s important for artists who speak about their practice to tell emerging artists and their peers about their frustrations as well as successes.

I totally agree and it’s one of the reasons that I’m very open on this blog about the times when I mess up. I hope that people can learn from my mistakes. I also hope that if I publicly confess them then maybe I might learn from them!

I am slowly learning though. For example, I’ve learnt to ask myself “is this a gesso moment?” in the run up to an exhibition: this is my personal code for ‘am I about to stress myself out by attempting something monumentally stupid right before a deadline?” This comes from an experience I had last year when I tried to learn proper old fashioned gesso (the sort you make with plaster and rabbit skin glue) a month before my solo show with the crazy idea that I would make a series of brand new drawings on gessoed boards - a medium, let me repeat, that I had never used before. I’m sure you can imagine how well that went… I still have a bunch of gessoed boards sitting in my studio, waiting to be sanded and then drawn on. Goodness only knows what I was thinking but it’s quite a frequent trap for me - my optimism always seems to outweigh my sanity in these situations and I get carried away with a ‘good idea’. The trouble is that it often really is a good idea - if I’d had it six months earlier!

Erin from the Sculptress blog asked:

Would you clarify something for me? How do I know for sure I am hosting an image, do you mean save the image as a file on my computer and then repost it from the computer file?

Good question, Erin - it was something that confused me a bit at first and my web designer had to walk me through it several times until I got it.

…do you mean save the image as a file on my computer and then repost it from the computer file?

Yes, that’s exactly what you do, Erin - from the way you’ve phrased the question it sounds like you may know how to do that already but I’ll run through the exact steps just in case other people are a bit unsure about it.

What I do is this:
1) Find an image I’d like to use
2) Drag and drop the image to my desktop
I do this by left-clicking on the image, holding down the mouse button and dragging the image until it’s off the browser and onto my desktop. You can also do it by hitting the right mouse button and clicking on ‘copy image’ but I think dragging and dropping is quicker. Make sure that you’re dragging a reasonably sized image and not a thumbnail.

The image file is now on my computer. If it’s too large and I need to make it smaller I can edit the size in Photoshop but I usually don’t need to do this.

Next I need to get it onto my web server:

In Wordpress there’s an upload section just beneath the text box where you write posts. Hit the ‘browse’ button, locate the image on your desktop and click on it to select it, write the artist’s name and the title of the work where it says ‘title’ (this is optional but I always do it), then hit upload. After a few moments a thumbnail of the image will appear in the ‘Browse All’ page - the file is now loaded onto your server. You can put the image in a post by selecting ’show fullsize’, followed by ‘link to file’ and then hitting ’send to editor’. You’ll see that a bunch of html appears in your post, this is the image file, it’ll become an image when you publish the post.

If you’re using Blogger you do the following: Go into dashboard and select new post. Now hit the little image button on your blogger toolbar - this is the 6th button along or the second from last. This will bring up an image page. You’ll see that it says ‘add an image from your computer’ on the left, hit the browse button next to it and select the image from your desktop by clicking on it. Now choose the size and layout you want and then hit the ‘upload image’ button at the bottom of the page. Your image or the image html should now appear in your blogger editing software. This article from Blogger give more details on uploading images, including where the images are stored and how you can check how much room you’ve got.

The only thing left to do is to add the artists name and the title of the work - oh, and write the rest of the post, of course!

Lisa Lam, who runs U-Handbag has just started a new blog called Craft Boom, which is all about marketing for craft businesses. There’s some great stuff over there that ties in nicely with what I’ve been writing in my Artists Online series. I spotted Lisa’s announcement over on Flickr - yet another confirmation that Flickr really can help artists publicise themselves and their projects.

So, I’ve just signed up for del.icio.us - I’m kirstyhall if you want to add me to your network - after being inspired by this great little video explanation of social bookmarking from Common Craft. Their other videos are fab too - I love the simplicity of their format. I’m going to have to come to grips with RSS feeds next - it’s one of those things I’ve been meaning to sort out for ages but I feel that I understand it a bit better now. You know, technology can be wonderful for all of us, artists included, but it can also be very overwhelming and daunting so it’s great when other people take the time to explain things in a clear and simple manner like this.

I read lots of different blogs, not just art based ones. Lately - probably because of starting this blog and writing the Artists Online Series - I’ve been reading a lot of blogs about blogging and business. Even though they’re often describing a different world to mine, I still find it interesting because I do a lot of this stuff too.

I’m always quite aware that artists are professionals. Sure, we often don’t get treated as though we are (”ooh, it must be lovely to be doing something creative all the time, I wish I could quit my job and sit around painting/writing/making pots all day”) but anyone who’s trying to establish themselves as an artist knows that it’s lots of hard work. We do a bunch of stuff that most people probably don’t think is very ‘arty’: answering email, talking with suppliers, checking proofs, designing flyers, writing press releases, sorting out our tax returns, writing proposals and invoicing people - the list is endless and guess what, it looks a whole lot like everyone else’s workday! The reality of being a professional artist is about a million miles away from most people’s romantic view of it, including, unfortunately, the vast majority of art students to whom daily life as an artist often comes as quite an unpleasant shock.

So I was very amused by this article by Fiaz Khan of NextBigLeap, that describes what it’s actually like to work for yourself. I was reading it and to my amusement suddenly noticed that I was constantly nodding my head in agreement. I think this should be mandatory reading in art colleges!

This article about copyright has been causing some controversy over on WhipUp. Some of the comments got a little heated. The original poster is talking specifically about designer quilts but it’s an issue that I think all artists need to consider.

At what point does inspiration or homage becoming derivative copying? How much can you really control your work once it’s out in the public domain? Who owns ideas? How much copyright protection do you need or want? There are no easy answers to these questions and every artist needs to find their own peace with the issue but in an increasingly global and instant world, it’s not an issue that artists can ignore.

Copyright is something artists have a responsibility to educate themselves about. Do you know what the laws are in your country? Do you understand how to protect yourself if your work is shown abroad? Do you want to protect yourself using traditional copyright laws or are you more interested in things like Creative Commons? Or are you and your art operating beyond copyright altogether?

I don’t have any easy answers or advice for people on this one - I’m not even 100% sure what I think about the issue - but I wanted to flag it for discussion.

OK, if you’re not already blogging then hopefully I’ve convinced you with the previous article in the Artists Online Series that it’s something you can do. In the next couple of days, I’m also going to be doing a round-up of some of the comments about blogging that other artists have left me. If you’re an existing blogger who’d like to be included in that, then leave a comment telling me what you get out of blogging or how it’s helped your career.

If you’re new to the idea of blogging but roaring to get going already, then you might be wondering where to start. Well, basically you’ve got two main options - a blog that’s part of your website or a stand-alone blog.

Website Blogs

A dedicated blog with an attached website, ideally hosted at a snappy domain name (i.e your name.com or some variation on that theme) is a great option and obviously, the one I’m currently using.

The advantages are that your portfolio, CV and statement are all right there for people to see. Plus you’ve hopefully got that snappy, easily remembered site name. This can be quite an important issue - after less than three months, I can always remember the name of this site but not the Diary Project blog address, even though the later has been up since the start of the year. I can never remember the full address of my Livejournal blog either and I’ve had that for nearly four years! Admittedly I have a stinkingly bad memory but it’s certainly easier and quicker to say or write yourname.com than yourname.blogspot.com or yourname.wordpress.com.

Being on your own domain also means that you have ultimate control over your content - this may be a big issue if your art is controversial since the free blogging services tend to put limits on what you can publish on them, especially if there’s adult content.

The disadvantage is it’s not very instant. Unless you already have a website you’ll have to do a fair bit of work - even if you pay someone else to design the site you’ll still have to sort out all your photos, update your CV and your statement. If you go with designing it yourself you’ll have to do all that and the design and coding. Even with the best will in the world, in my experience, it takes months. Even if you do already have a website, designing and inserting a blog into it might involve some reshuffling.

It’s not free either, at the very least you’ll have to pay for a domain name and hosting and if you’re design-impaired like me, you’ll need to pay a designer too.

I do think a dedicated website with an inclusive blog is well worth doing. However, if it’s going to take you a little while then you might be better to start a free blog now rather than waiting for all your ducks to be in a row (because we all know how that duck thing goes!) Remember, you can always move your blog over to your dedicated website once you’ve finally got it up and running - people do it all the time.

Stand-alone Blogs

To set up a stand-alone blog, you’ll need to sign up with a blog hosting site. Some of these cost but these days there are lots of places where you can blog for free. I’d say the main ones are probably Blogger, Wordpress and Livejournal and I have experience with all three of them.

The Diary Project is hosted over at Blogger and I don’t have many complaints. It’s pretty stable with only the occasional glitch - I know it had big problems with crashing in the past but I’ve not seen many in my 8 months over there. The software’s not too bad, although I have had problems with certain parts like inserting code into the sidebar. The clickthrough rate from people finding me by hitting the ‘next blog’ button in Blogger also seems to be quite high - I get a surprising number of visitors to the Diary Project that way. If you go with Blogger, make sure you read this article about improving your visitor numbers.

Wordpress can be used to run a dedicated domain, including a blog, or you can set up a free blog over on Wordpress itself. This whole site is run on Wordpress and while I’m not a software expert by any stretch of the imagination, I like their software a lot. It’s free, open source, upgraded fairly often, mostly intuitive and easy to use and the help forums seem quite decent although I haven’t needed to use them much. Personally I also prefer the Wordpress interface to the Blogger one, it seems slicker and plugins definitely work better.

I’ve had a blog on Livejournal for nearly four years and I love it over there. That said, I wouldn’t recommend Livejournal as a place to host your primary blog if your aim is to promote your art career. It’s a very enclosed community so it can be hard to reach a wider audience from there, plus Livejournal is not taken seriously by the rest of the blogging community - something to do with ‘drama’ and ‘weirdos’ apparently! While I’ve loved being a member of Livejournal, I’ve definitely reached far more people here in three months than I did in three years on Livejournal (although to be fair, I wasn’t really trying to get a big audience over on LJ). However, Livejournal and similar sites who use the Livejournal code, like InsaneJournal and GreatestJournal, can be fantastic for building communities and I’ll be addressing this in later articles on social networking.

You could also check out Tumblr to make a tumblelog, which is a bit like blogging for people who’re too lazy to blog! Tumblr describe them thus, “If blogs are journals, tumblelogs are scrapbooks.” I’ve given it a short go and found it a bit like eating junk food - kind of addictive but ultimately unsatisfying. I don’t like the aesthetics, which are deliberately basic - to the extent that posts blur into each other far too much for my taste. But that’s just my personal opinion, tumblelogs do work for some people and it really depends on your style of blogging and what you’re trying to get out of it.

Read the various FAQ over at the blogging sites, do some research and decide which place suits you best.

Decide On Your Focus

Next, take some time to decide why you want to blog and what you want to get out of it. There are lots of different kinds of blogs and reasons for blogging and you may well find it easier to find your writing voice if you’re clear in your intent from the beginning. Read my article on the different forms of art blogging if you’re still unsure what your approach should be. You can also just dive right in and at some point, you’re going to have to do exactly that, but taking some time to set out some goals first can be helpful as long as it doesn’t become an excuse not to start (watch out for those damn ducks again!)

Get Educated

OK, so you’ve chosen your platform and decided on your focus. What next? Well, you should probably read the Wikipedia article on blogs to get an idea of some of the background issues in blogging, particularly defamation and copyright issues. There’s a ton of stuff that you can read on blogging - after nearly four years as a blogger, I’m still learning new stuff every day - but that’s a good place to start if you’re pretty new to the concept.

Choose a Blog Address

Now you need to chose a name and get your blog set up. I’d advise using your professional name in your blog address, where possible. If you’ve got a common name, someone else might already have nabbed it but it’s a good idea to use it if you can, for the following reasons:

• Even the most addled of us can usually remember and spell our own names, which is useful when you’re telling people where you blog!
• Blogging under your professional name will increase your Google ranking and make it easier for people to find you.

Choose a Blog Title

Now choose a snappy title for your blog. You might want something that relates to your art practice or, if you’re like me, something that makes you laugh. Incidentally, my original title for this blog - “Look At Me, I’m Fabulous” - is still up for grabs, feel free to use it if you want!

Your blog name can include your own professional name but it doesn’t need to unless your blog address doesn’t. This site rates highly in Google searches for my name because although the blog is called Up All Night Again, the actual blog address contains my full professional name. However, over at The Diary Project, my name isn’t in the blog address and I had to change the blog title to Kirsty Hall - The Diary Project because it wasn’t registering well in Google. When I added my name to the title, the site’s Google ranking improved drastically.

Mind you, this advice is only relevant if your blog is intended to be a professional one: if you’re setting up a blog about your interest in clown porn, then you’ll probably want to go for a completely anonymous title and blog address! Well, unless clown porn is a relevant part of your art practice, of course…

Setting Up Your Blog

If you’re blogging from your own website you may want your blog design to match or echo the rest of your site design, although you can go for a different look if you want. if you’re setting up a stand-alone blog, most blogging sites have a range of predesigned templates that you can use. In my experience, you can fiddle around happily for hours until you find one that you like and I’d advise you to do so. If you’re a computer expert with good graphics skills, you can also design your own completely from scratch.

You should try to find a template that you like but which will be accessible to other readers i.e easy to read, especially for visitors who might have visual impairments. Don’t go for anything too cluttered and if you’re planning on posting regular photos of your own work or that of other artists, then I’d strongly advise against background wallpaper. Take a look at other blogs and see what elements you like or dislike in their designs and use that to inform your own choices. If in doubt, err on the side of minimalism and readability.

……

Great, your blog should now be up and operational. Now you just need to close your eyes, take a deep breath and start posting… Good luck and remember to have fun with it.

If you’ve recently set up a new blog and want me to go over and have a look, I’m happy to do so. Just leave me a comment - for some reason, I’m not receiving all my email this week, so comments are a better way to get in touch right now.

Michelle wrote in the comments on the Alt Images post:

Very informative post, Kirsty. One question: is there a place to learn how to create alt tags? The article is clear about what they are, but not how to make them. For those of us who are coding-challenged (or coding-averse, more accurately!), this would be vitally valuable information! Thanks.

No problem, Michelle, I’ll have a go at explaining it.

I’ll use this image as an example:

Kirsty Hall - art, photograph of Broken Cup Handle With Shadows

It’s actually pretty simple and you don’t need to be scared of it. OK, if you look at the code on your linked image, you’ll see something like this:

initial code here=”tt-flickr” href=”big long string of code”> img class=”tt-flickr” src=”a different bit long string of code”
width=”500″ height=”305″ alt=”Broken Handle 01″ /> closing code here

Please note, I’ve replaced the actual code with the helpful words ‘big long string of code’ and ‘initial code’ and ‘closing code’, so that we can see the code instead of just getting the picture again (working out which bits to change took me quite a while, since I’m pretty code impaired myself!) The code may also be in a slightly different order depending on how you’ve linked the photo. However, the only bit you’re interested in is the bit that says, alt=”whatever” /> and that will always appear somewhere towards the end.

In this case it originally said alt=”Broken Handle 01″ />, which was just the title of the image in Flickr. Now Broken Handle 01 isn’t very informative, it doesn’t give you my name or much about the image, so I changed it to: alt=”Kirsty Hall - Photograph of Broken Cup Handle With Shadows” />

Basically, whatever you put inside the two sets of quote marks between the = sign and the /> code will be what Google and the other search engines read as the alternative text for the photo.

If any of you are more technically minded than me and are smacking yourself on the forehead and yelling ‘dammit, that’s completely wrong’, then please do get in touch and I’ll change it but I’m 99% sure that this is right.

Making that text searchable and relevant is how your work winds up in Google Images so, you should be adding your name and keywords that are appropriate to that particular work, i.e. ‘oil painting’, ‘landscape’, ’sculpture made from pins’, etc. Apparently using keywords in alt tags can boost your general Google results too, although I’m not too sure how (magic Google dust sprinkled by the Google fairies maybe?)

Don’t restrict yourself to using alt text just as a promotional technique though. You should also make sure that your text is clear and descriptive to make your site or blog more accessible to disabled internet users. Text browsers can’t detect images but can detect alt tags and will translate them into spoken text for visually impaired web users. People in countries with poor web access may also have their browsers set to text only and they’ll see little written blocks of text instead of your images. Bear this in mind when you’re writing your tags. This article has more details on the level of helpful descriptiveness you should be aiming at.

It’s a shame that Flickr seems to turn the photo title into the alt text since I can’t quite bring myself to label all my Flickr photos with my name (I think it would look way too pushy, weird and tacky). Manually changing the alt text when I post images over here seems to be the only solution right now but I will do a bit of research over on Flickr to see if there’s some wonderful way to add hidden alt text to the images without putting it in the titles.

However, if you’re uploading images directly into your Wordpress site, rather than linking from Flickr, then you can set your alt text very easily. Simply go to the section where you upload images and type the description you want in the box that says ‘Title’. I imagine that other blogging software probably has similar options but fortunately changing the code isn’t too complicated - just make sure you don’t accidentally erase those all important little quote marks.

I hope this makes things a little clearer, Michelle. Oh, and if it makes you feel any better about the subject, I’ve just this minute realised that I have 235 envelope images to change over at The Diary Project. Someone shoot me now!

EDIT: on the advise of Gyrus, I’ve changed the term ‘alt tag’ to ‘alt text’ as the later is apparently less confusing and more accurate.

Gyrus also points out the following:

Sometimes you might not get the alt text come up when you hover the mouse over an image (it doesn’t come up on Firefox, for instance). Properly, the alt attribute value is “alternative” text, i.e. to use if you can’t see the image (either it’s a text browser, images are turned off, or it’s a speech browser reading the text out). That little “tooltip” that pops up, if it’s there at all, is technically supposed to come from a “title” attribute on the img tag. The title is optional, though. Just thought I’d mention this in case anyone gets confused on Firefox with the alt text not popping up when you mouse over it.

Alyson B. Stanfield has an excellent podcast this week about the importance of assessing art venues.

Considering your exhibiting strategy is always worthwhile. The artworld judges you not only on how often you show but also where you show and who your fellow exhibitors are. Not all exhibitions are created equal - a selected group show in a well regarded gallery usually rates much higher than an open submission exhibition with a high proportion of amateur artists.

Do you have rules for showing and places you won’t consider? If you don’t have any showing rules, then it’s definitely time you sat down and did some strategic thinking about this issue.

Personally, I won’t apply to exhibitions that charge an upfront non-returnable application fee unless the show is extremely prestigious or has some other compelling factor. For example, I’d consider putting in for the Jerwood Drawing Prize even though they charge an application fee because it has national exposure, a proper catalogue and is very well regarded in the British art scene. I chose not to apply this year but if my drawing continues to evolve then I might consider it next year. I know that my chances of getting in would be low because they have a lot of applications and the standard is high but even applying would feel like a step up to me.

There are a couple of other UK juried shows that I feel that way about but they’re fairly few and far between. Usually they’d need to be in an extremely good venue that I couldn’t otherwise get into at this stage in my career or have some other major advantage.

That said, I’m completely fine with paying a small fee to take part in things like local art trails. Now, if you look at it logically, this doesn’t seem to make sense - I’ll happily bung £15 to a bunch of artists organising a local event, while I’ll scoff at a gallery charging the same amount in an application fee.

However, there are couple of good reasons for this.

Firstly, I’m just more comfortable with artist-led projects - at heart, I’m a grassroots kind of girl! I know exactly what it’s like to put together projects on a complete shoestring and believe me nobody’s getting rich doing it! Usually you’re doing well if you break even.

But it’s not just about supporting local artist-led initiatives out of the goodness of my heart - art trails often have a lot going for them. Our local art trails get fantastic visitor numbers and good coverage in the local media. Plus, they can be a great way to build up a local following; add to your mailing list; attract local visitors to future shows and make vital connections with the movers and shakers in your regional art scene. On balance, I’m more than happy to pay for that, there’s enough value in the exchange to make it worth my while.

Secondly, artist-led projects usually don’t want money from you unless you’re accepted, whereas a lot of galleries seem to think that it’s completely fine to charge you money for the privilege of them looking at your work.

I know from my curating experience that having that kind of show can be an excellent money spinner for galleries. You get the fees from all the artists who’ve applied, not just the ones who’re eventually selected. Then, because you’re showing a lot of artists you get a bigger than average crowd when the artists invite all their friends and family. In turn, large crowds give you a higher chance of generating big sales. Believe me, I can completely understand why galleries put on these kind of shows - I’m just not sure that it’s my job as an artist to subsidise them.

I’m not saying that artists should automatically rule out every exhibition that charges an application fee but you should definitely consider the following things:

• Is the venue far enough above your current level that it would boost your profile considerably?
• Is there a proper catalogue?
• Does the show have a good reputation in the art world?
• Does the show get good media coverage?
• What are the visitor numbers like?
• Does the show traditionally have an excellent sales record?
• Is there a prestigious guest list for the private view?

As with everything where money is involved: caveat emptor! Know what you’re getting into and why, understand your reasons and don’t apply to or accept shows out of sheer desperation.

Sue Favinger Smith kindly pointed me in the direction of this article by Clint Watson about the importance of not relying too much on your Google ranking. He makes some good points and the idea of diversifying is something I’ll be following up in later articles.

Sue’s blog, the excellently named Ancient Artist, is also worth reading; she writes deeply and honestly about the emotional challenges of trying to develop an art career when you’re over the age of 50.

Sue Favinger Smith: Detail of another Elements Triptych

The next section of my Artists Online Series will look at blogging.

Blogging can be a very useful promotional tool for artists. It’s not a substitute for having a good online portfolio or for doing lots of offline work on your career but it can be a useful addition. Not convinced? Here are my reasons:

Blogging Raises Your Google Profile

Since Google prefers fresh content, regular blogging tends to push your Google results higher. Other people linking to your blog posts also increases your Google profile. Make sure you’re blogging under your professional name to get the full benefit of this.

It’s not just Google that likes new information: people are also far more likely to come and visit your website if you’ve got constantly changing content. How often is someone likely to blog about your really cool art? Once or twice tops. However, if you’re regularly writing good blog posts then you don’t just get repeat visits, you may also get repeatedly linked, which means… yes, better Google results! Rinse and repeat…

Blogging Reminds People You Exist

Promotion isn’t something that you do once and then it’s done forever: it’s more like exercising - you need to do it little and often!

Blogging helps with that; if people are constantly coming back to read your blog, then they’re naturally more aware of you. You don’t even need to constantly talk about your own art; just by visiting regularly they’re getting a gentle little nudge that you and your work exist.

Blogging Improves Your Website Numbers

Being able to say to a gallery or a funding body, “well, last month I had X number of visitors to my website” puts you in a better negotiating position because it proves that your work is already popular.

Of course, online popularity won’t substitute for offline experience like exhibitions, publications and residencies but it can add to it. Last year I was told by someone in the know that if you’re filling out a funding form and it asks about prospective audience audience numbers, you should definitely include your web hits. This had never even occurred to me but apparently Arts Council England counts online viewers as bums on seats!

Blogging Connects You With People

This is one of the most important reasons to blog: I’ve met some completely amazing people through blogging and some of them have turned into offline friends.

Blogging can help you find a group of people who support your art. This can include other artists, gallery owners and curators but equally importantly it can include lots of non-artists who are willing to be advocates for your work.

Cultivating a group of people who like your work is vital for any artist. Supporters will turn up at your shows, cheer you on, blog about you, tell their friends and even sometimes buy your work. Supporters are great!

Of course, you should also be cultivating a group of supporters offline through using things like mailing lists, but finding sympathetic people who genuinely want you to succeed can often be easier online.

Blogging Gets You Out Of The Garret

Many artists work in isolation and blogging can help reduce that all pervading sense of invisibility. My own studio is in my home: this is definitely the best option for my art practice but it does mean that I don’t always get as many opportunities to connect with other artists as I’d like. When I graduated, I did feel very isolated, lonely and out on a limb. I lessened that by starting a artists’ group with my college friends but it was a lot of work - I was the chairperson, general organiser and one of the main curators for our group shows. Now I get that all important sense of connection through blogging and online social networking spaces with a lot less effort. For real world connections, I have the Spike Island Associates Programme, local private views and my part time jewellery course.

Even if you are in a studio, there aren’t always as many opportunities to connect deeply with the other artists as you might expect - they’re busy, you’re busy and you might not have that much in common anyway. But online you’re not limited to your geographical surroundings - with a little effort, you can find a peer group with whom you truly click on an artistic and intellectual level.

Blogging Breaks Down Barriers

Sure, there’s a hierarchy in the blogging world but there’s also a surprisingly level playing field. You can leave comments in the blogs of ‘far more important’ bloggers and they’ll generally reply to you on an equal basis. I’ve spoken in blog comments to published authors and more established artists in a way that I would never have dared to do in other mediums. Blogging opens the channels of communication in a way that feels comfortable to me: I feel much more equal online, I’m less intimidated by what someone’s done and just respond to what they write and how they come across. Blogging makes me braver and that has translated into my offline promotion efforts.

In the same way, blogging can make you seem more approachable and human to people who are interested in your art. Why not do the next generation of artists a big favour and help to break down the myth that artists are all crazy, ear chopping introverts or outrageously drunken drama queens! Of course, if you do happen have that kind of personality then you might as well play to the gallery because I’ve been told several times that collectors just love that sort of thing…

You Can Reach A Wider Audience

People who might not be comfortable visiting a gallery are often happy to look at your work online, especially if you initially engage them with a blog post that’s relevant to them. Through blogging you can often reach people who wouldn’t otherwise consider looking at your art and those people can sometimes end up being incredibly supportive.

Through blogging, you can also reach a global audience who might not otherwise be able to see your work. To date, The Diary Project has had visitors from 39 countries, including places like Guam, Brunei and Malaysia, while this site has had visits from 29 countries.

I’m not saying this to boast - just the opposite, in fact. My point is that I’m not important yet. I’m very much an emerging artist rather than a well-known one: I’m only five years out of college and although I’ve had a steady stream of group shows, I’ve only had one solo show. I’m certainly getting established, through lots of hard work both on and offline but I’ve not exhibited my work abroad yet and I’m probably still be a couple of years away from doing so. [Although, do feel free to offer me an international show - I'm totally OK with moving it up my agenda!]

So it’s quite incredible that people from all over the world have already had the opportunity to see what I do. This would never have happened without the internet - it simply isn’t possible from my current position in the offline art world.

Blogging Empowers you

By being active online you take a little bit of the power away from the artistic ‘gatekeepers’ and put it back in your own hands. You’re not just sitting around twiddling your thumbs waiting to be discovered - you’re out there building an audience and creating your own opportunities.

Of course, the gatekeepers aren’t ever going to be redundant - artists still need gallery owners, exhibitions, audiences, collectors and funders in the offline world. I’m not trying to denigrate the artworld or its gatekeepers but particularly in the early days it can feel as though you’re banging your head against a brick wall and getting nowhere. I’m not complaining about that either; there’s absolutely no substitute for paying your dues and we all have to knuckle down and do it. However, a little bit of encouragement online can keep you going when it feels as though no one else knows you exist. You’re still going to have to engage with the artworld offline but blogging can help to increase your confidence to deal with those interactions.

Blogging can also build confidence to take bigger and bolder steps online. I was blogging over on Livejournal for 3 1/2 years before I got my website up. Setting up a website felt huge and intimidating and quite beyond me at the time, whereas setting up a blog was quick and easy. Blogging was undoubtedly a helpful first step towards finally getting my website sorted.

Blogging Strengthens Your Voice

When you’re blogging about your own work, you have to think about your work. You have to put into words what you’re trying to do and that’s damn good experience when you need to write artists’ statements and press releases. A lot of artists hate writing about their own work and find it excruciating - blogging can help you get over that.

Blogging Can Generate New Opportunities

I know people who’ve been published or been offered exhibitions because of their blogging. It hasn’t directly happened to me yet but I have approached people I know in the online world and scored opportunities that way.

Blogging Is Cheap

Blogging costs virtually nothing compared to other forms of promotion like postcards, poster and ads but it can be very effective. Writing a good blog post won’t cost you anything except time, energy and a few pence for internet access and the electricity to run your computer but it can get distributed all around the world. Not only that but when people link to you, the information is usually replicated on their blogs plus they also usually link back to you. It’s like you sent out a single postcard and someone photocopied it and gave it to all their friends. As we all know, word of mouth can be a powerful thing. Who knows how connected some of those people might be? Who knows how large the audience on their blog is?

Blogging is Fun!

OK, obviously I’m biased on this one but I think blogging is a blast. It’s an effective promotional tool for me but it never feels like work because I enjoy it. Believe me, that’s a world of difference to how I feel about writing press releases or designing posters!

A variety of views from other artists discussing whether blogging works:
The Painter’s Keys

The Empty Easel

Art News Blog

OK, so how do you improve your Google ranking?

The SiteWizard has an excellent article called How to Improve Your Search Engine Ranking on Google. It might be a bit technical for some artists (it certainly lost me in places!) but it’ll give you a bit of background about how Google works. Searching for ‘improving Google ranking’ will give you lots of information along these lines but the SiteWizard article was one of the clearest I found.

My own tips are a lot less technical!

Use your name

You absolutely must link your professional name with your professional online identity. No one is going to be able to find you if you hide behind a pseudonym!

If you start a new blog, use your name in both the blog title and the username. Google seems to pay a lot more attention to the title and the username than it does to your profile, which is one reason why having your own dedicated domain name is such a good idea.

Even if you host your blog or domain on a free site, which tend to rank somewhat lower than dedicated domains, changing the title to include your name can make a big difference. I was mystified when I searched for myself by name last month and discovered that The Diary Project didn’t appear on Google until about page 15. It was outranked by far less important sites, where I was mentioned only in passing, and far newer sites, like this one. I just couldn’t understand it. Eventually I worked out that although I had my name in the profile, Google wasn’t giving it much weighting. I changed the title of the blog from “The Diary Project” to “Kirsty Hall: The Diary Project” and the page ranking shot right up. It’s now on the second page if I search just for my name and the first page if I search for my name + art.

Of course, you might not want to use your professional name in all your online interactions – you don’t necessarily want a curator or potential collector to find iffy drunken photos or blog posts where you’re talking about your sex life! Remember that your reputation is all you have online and you need to protect it. Have a personal online identify by all means, but if you don’t want it to intersect with your professional identity then make sure you avoid ever linking the two. Google is remarkably smart at joining dots. I linked to my Livejournal in a professional capacity twice and it now comes up in searches of me. This isn’t disastrous since I don’t write about anything incredibly revealing over there but now I always have to bear in mind that someone searching for me in a professional capacity could find and read that more personal blog. Since I don’t want to strengthen that Google association, I deliberately don’t link to my Livejournal from here (you’re welcome to go and read it though).

Switch Things On

OK, this is an area where I’m not strong but you need to make sure that you’ve got the right things switched on in your blog or website. If you work with a web designer, make sure they’ve optimised your site for search engines through using keywords. Check your website or blog software documentation and make sure that you’re being indexed by search engines. I used this article by Biz Stone to make sure that I had the right settings activated on The Diary Project, which is hosted by Blogger. Even if you’re not on Blogger, it’s worth a read because there are some good general blogging and promotion tips.

If you are on somewhere like Blogger, definitely make sure you’ve added your site to their own listings. It really is worth it: I get a steady stream of visitors to the Diary Project because it’s in the Blogger listings. I got 55 visits from there in the last month: it’s currently my fourth largest source of visitors to the Diary Project and provides more visitors to The Diary Project than this site does.

Use Your Natural Advantages

If you’re working with an unusual technique or imagery or have a less common name, then you’re always going to be easier to find on Google simply because there’s less competition.

Unfortunately if you’re called Joe Blow and you’re an oil painter, then you’re going to have to work a lot harder to stand out. So pick out the things that are unique in your work and use them in your profile and your keywords. To find those things, imagine you’ve only seen your own work once in a group exhibition. What would stand out? If you’re not sure, ask a couple of friends what stands out for them.

Write a snappy profile

Mention the important things in your profile - your name, where you’re from (in case someone is looking for artists just in your area), the materials you use, the imagery you use and any relevant keywords that describe your work. Keep it fairly concise, don’t use too much art jargon and and try to employ the sort of terms that would be used by someone searching for work that’s similar to yours.

Be In More Than One Place

As Andrea pointed out in comments.
“It’s easier to have a strong web presence of course if you’re something of an internet whore.”

Why yes Andrea, yes it is!

One reason that I’m all over the front two pages of Google like a cheap rash, is that I’m in more than one place online. I’ve used my own name in at least five sites of my own, plus other people have written about me or linked to my sites.

Now, getting yourself in multiple places online is something that definitely takes time and effort and since it’s complex, I’ll be discussing the most effective ways to do this in later posts. In the meantime, consider upgrading your profile on any sites you’re already on if it’s appropriate to do so (see earlier point about professionalism). You could also ask any galleries that show your work if they would link to your website. However, I have been told that some commercial galleries frown on artists being online, so you might want to test the waters fairly gently on that one.

Personally, I haven’t always done this well, I used to be positively shy and retiring. For instance, I’d been curating for several years before I twigged that I ought to put my name on the posters of the shows! I genuinely felt that I was much less important than the artists and it was ‘putting myself forward too much’. So at the moment, I have very little online documentation of the five years of curating that I did, although I’m planning to put together a curating page on this website in the near future. That said, at least one or two of the shows that I curated turn up in Google when you search for me.

Considering that I didn’t get paid for any of the curating I’ve done, I should at least have been getting some major props for it! It’s safe to say that I wasn’t doing myself any favours when I was hiding behind that bushel and I regret it now. But at the time, I just wasn’t emotionally ready to be more forward. Later in the series, I’ll be talking about how to promote yourself when you’d much rather hide under the bed clothes - believe me, it’s an area where I have plenty of personal experience!

Link to yourself

If you are in more than one place (see above) then make sure that you link back to yourself in your profiles. Don’t make visitors go searching for your blog, website or Flickr account but instead make it easy for them (there’s that mantra again!) by pointing them directly towards the places you’d like them to go.

Google also looks in the text of sites, so using your name, the name of an art project or your other sites in your own blog posts can also make you pop up on Google more often. You could try doing things like labelling your photographs when you blog them (something I’ve only just started doing). I don’t know for sure that it helps but it certainly won’t hurt. Plus it also makes it clear when an image is yours rather than another artist’s - important on a blog like mine where I blog both kinds of images, sometimes in the same post.

Linking to yourself in this way also ups your Technorati numbers. Technorati works by giving you a popularity ranking; you start out low and the more sites that link to you, the higher your ranking rises. Now, obviously you shouldn’t try to artificially boost your Technorati rank by linking to yourself more often than is necessary. However, there’s nothing wrong with pointing people at your other sites if it’s relevant to what you’re talking about or when there’s new content over there. It’s not manipulative or ‘too in your face’ unless you’re either sneaky or make a big song and dance about it: instead just think of it as being helpful, both for them and, admittedly, for you. Regular visitors will just ignore the hot link but new visitors won’t be left wondering ‘hey, what’s this other thing they’re talking about?’

Start A Blog

If you don’t already have one then start a blog.

Blogging improves your Google ranking in several ways.

Firstly, it means that your site has fresh content. Google and the other search engines prefer newly updated sites: a site that’s been updated recently will tend to place higher than a static site that hasn’t been touched in a couple of months or even years.

Secondly, if you’re blogging then you’re usually linking to other people and they’re hopefully linking back to you. I’ll cover this more in more depth in the articles on blogging but suffice it to say that links are very good. The Google spiders love links - it is called the web after all - so the more little threads you have going in and out of your site, the more visible you are to those spiders.

Be Patient

You won’t appear in Google instantly so don’t be disheartened if you don’t see changes overnight. You can help yourself by doing the things I’ve mentioned but the web is a big place and those little spiders, although surprisingly fast, can sometimes take a bit of time to find you.

If you haven’t seen any change in a couple of weeks then reconsider your options. Look at your Google Analytics and Technorati results again, see if you can spot where you’re missing out. Keep testing, do more research, do more reading and try new things. Go back and search for yourself in Google again and note any changes. However, be aware that something like building up a blog takes time; you won’t instantly get hundreds of visitors unless you’re already famous - in which case, you should probably be writing this series instead of me!

The next few articles in the Artists Online series are going to be about improving your search engine visibility. I should point out that I’m not an expert on this, so I’d recommend that you do additional research.

Set a baseline

This should be your first step because simply put, if you don’t know where you currently are, you can’t know whether you’re improving or not. It can also help you spot any obvious mistakes that you’re making - I just spotted one of mine!

So, indulge your ego and go type your name into Google.

Try the following versions:
“Your name”
“Your name” + art
artist + your medium + your geographical area
artist + something unique about your work

What do you find? Are you on the first or second page? That’s good, you’re pretty visible but if there’s a lot of variation between the different search terms you might still have room for improvement. If you doesn’t appear until 20 or 30 pages into Google, then unfortunately you’re effectively invisible because only the most determined person is still hunting for you. Even 10 or 15 pages down is bad because people can be pretty lazy when searching online.

Take a note of the most and least effective ways in which you appear. Try to think of other ways someone might search for your work and test those too.

If I type “Kirsty Hall” into Google then I come up as 5 results on the first page and 10 out of the first 20 results. That’s 50%, which isn’t bad but if I type “Kirsty Hall” + art, then 19 out of the first 20 results currently refer to me. When I’m searching for an artist, I will generally add the word ‘art’ to help rule out the non-artists who share their name so clearly a curator who already knows my name has an excellent chance of finding me online.

If they don’t know your name it’s always going to be harder but it can be done if they’ve seen your work and remember something distinctive about it.

The search terms, ‘artist + pins + sculpture’ will bring this site up on the first page. However, if someone has only seen my work with string, then I’m in trouble because I don’t appear in the first ten pages of Google at all if you use the search terms, ‘artist + knots + string’. I’d just better hope they add the magic word ’sculpture’ because that shunts me right back up to the front page!

The search terms ‘artists + drawing + envelope’ bring me up as the very top result on the first page - how lovely. Unfortunately, only I would know it was me because my name isn’t mentioned in the little blurb - instead the words, “Each day in 2007 I am doing a drawing on the back of an envelope, …” appear. Now that might be enough for someone to identify the Diary Project if they’ve heard of it before, but to me it instantly says, “oops, I need to change that profile”.

Remember my ‘Make It Easy For People’ mantra from the Flickr posts? Well that applies here too. You need to make it easy for people to find you but you also need to make it easy for them to recognise you when they do find you. While someone might not remember your name well enough to type it into Google, it’s quite likely to ring bells if they see it written down.

Being found when someone knows absolutely nothing about you is always going to be the hardest thing to achieve. Despite the fact that I list where I’m from and what I do in most of my online profiles, typing ‘artist + Bristol + sculpture’ doesn’t bring me up until the 19th page of Google. Now, obviously, there’s a lot more competition when you’re using more general search terms so it’s always going to be more difficult to get top results but I clearly need to do some work in that area.

Chart Your Progress

If you already have a website or blog then sign up with Google Analytics and Technorati right now. You can see how many visitors you’re getting, which sites are referring them and which other blogs or sites are linking to you. Monitoring your numbers from the beginning means that you can see when things start to improve, which is always encouraging.

Plus being signed up to Technorati can provide a small but steady stream of visitors, in addition to highlighting who has linked to you and in which post. The incredible detail in Google Analytics can help you to work out why things have improved, as well as being endlessly fascinating in its own right. For example, I’ve just spotted that this site has suddenly had 12 visits from Etsy, which is somewhat mystifying since I’m not even on Etsy. I can only assume that someone from there has linked to me (if you’re from Etsy, please do tell me how you got here, I’d love to know).*

Every so often, type yourself into Google to see if your rankings have changed. Don’t just look at where you place, look at how often you place. What you’re aiming for is to appear in the front two or three pages, over and over again.

Right, now that you’ve worked out how things stand at the moment, it’s time to work on making things better. Don’t be disheartened if you’re pretty invisible right now, you can make improvements fairly quickly.

* EDIT: Aha, mystery solved. Thanks to Tina Mammoser for pimping me on the Etsy forums.

EDIT: Leonardo Bjork points out that putting your name in quotes can make a big difference to your Google results. Since most searchers know to do that, you should make sure you try it when you run your Google tests.

Short Answer

Yes!

Long Answer

Flickr can definitely reap big rewards in promotional terms with only fairly small investments of time on your part.

I know that posting to groups works because whenever I post an envelope drawing to even a single Flickr group, I always get a spike in my Diary Project numbers. I’ve had Google Analytics running over on The Diary Project for exactly one month now (I was using a less accurate site meter before then) and in that month I’ve had 89 direct referrals from Flickr. Posting an image to a group or taking part in a group discussion also often results in someone adding me as a contact, commenting on my photos or finding their way over here.

But that’s not the end of the story…

Just this week I had a timely example of how effective Flickr can be when Jeffrey Yamaguchi from 52 Projects promoted my work without any direct contact from me. He had seen an envelope image that I’d posted to his What’s Your Project Flickr group, investigated it and then very kindly blogged about The Diary Project.

Now, I’ve been meaning to write a press release about The Diary Project and send it to various sites but I hadn’t quite got round to it yet - er, you know how it is!

52 Projects was on my list of places to send a press release to because I’d read Jeffrey’s book and thought The Diary Project might appeal to him. Now, thanks to Flickr, I don’t need to send a press release to that particular site.

It was the work of about 30 seconds to post one of my envelope images to the What’s Your Project group, it was certainly much easier than writing a press release, looking up Jeffrey’s contact info and sending an email. And frankly, it was also less intimidating: posting images to Flickr groups is brilliant for an artist who hates doing promotion because it doesn’t feel like marketing. I don’t know about anyone else but I always feel a bit embarrassed writing and sending out press releases about my own work (come to think of it, that’s probably why I’ve been procrastinating on the damn thing for so long).

The Diary Project has already had 91 visits from 52 Projects and who knows, maybe some of those visitors will choose to link to the project in their own blogs. So, if we add those two sets of numbers together, you can see that Flickr has provided 180 visits to The Diary Project in the last month with very minimal effort on my behalf. All I did was upload my Diary Project images (something I had to do anyway) and then send a couple out to groups. I don’t know how many images I posted to groups but it’s unlikely to have been many since I only do it when I remember so it’s a little erratic! My promotional investment was probably about five minutes, tops.

However, it is important to note that all the images had the relevant info on them; a concise bit of blurb about the project and a link to the project blog. Without that information, the envelopes are just more drawings amid a mass of art images: knowing the context of the project is what makes them stand out and having the link right there on the image is what encourages people to find out more.

I’ve had more unusual Flickr contacts too: Garrison over at Holiday Pad Magazine found this site earlier in the week when one of my non-art photos tagged with the word ‘holiday’ popped up on the rolling feed at the bottom of his site. He tells me it was my recent taxidermy photos that piqued his interest because he couldn’t work out why on earth they were tagged as holiday pictures.

Click on the images if you want to find out why I have taxidermy pictures in my holiday photos!

I guess you just never know what’s going to attract someone to your site…

You know, I’d been on Flickr for about 6 months before I even started using groups. The first group I joined was a knitting group and it was another couple of months before I suddenly thought, ‘hey wait, maybe there are some art groups…’

Up until that point, it had honestly never occurred to me that Flickr could be a promotional tool (I’m slow sometimes…) but using Flickr groups has revolutionised the amount of interest people take in my work, as well as massively increasing my own enjoyment of the site.

Well then, that’s a fairly thorough round-up of Flickr and why you should use it. I hope it’s been helpful and that you all come to grips with it a bit quicker than I did! I’ll probably come back to it at some point but now the series is going to be moving onto other ways for artists to use the web. I haven’t quite decided what’s up next but I’ve got several pages of notes at this point and about 20 different topics to cover, including some thoughts that have come up in the comments. My notes keep expanding too, I thought the Flickr topic would be just one post but it seems to have stretched into five.

People on Flickr tend to be an easy audience for an artist to engage with because, by definition, they’re already interested in photography and that often spills over to an interest in other visual areas. People on Flickr usually LIKE looking at other people’s photos and they’re used to doing it.

Ah, a sympathetic audience - the battle is already half won!

You can engage people even further by posting strong shots of your work - use unusual angles, take macro picks, shoot your work in interesting lighting conditions and post research photos that show what inspires your art. Flickr people have a tendency towards visual literacy and they’ll respond well to good photography. We all know that it can be hard to take good descriptive photos of your work - the sort of photos that you need for applying for exhibitions. However, I’ve found that taking more atmospheric shots, especially close-ups, is a lot easier and it tends to be those sort of shots that people on Flickr respond to because they’re more photographically interesting.

Flickr is a powerful social network and this is why I recommend it over other photo hosting services. Flickr currently has 4,000,000 users and almost a billion photos hosted on the site. That might sound daunting - with those numbers, who on earth is ever going to see your work? Well, thankfully, Flickr is set up in such a way that it’s easy to share your work and make connections with sympathetic people.

There are lots of ways to be more visible on Flickr but basically you need to reach out and participate in the community. You can do this by:

• Adding people as contacts
• Joining Flickr groups
• Commenting on individual photos
• Marking other people’s photos as favourites

If you do some or all of these things, then other people will usually start looking at your photos.

Make Contacts

Making contacts is an excellent way to start creating a little network of like-minded people on Flickr. It’s a very informal process; you don’t need to already know someone beforehand, it’s fine to add someone simply because you like their photos. Very often people will add you back but it’s not obligatory, so don’t be offended if they don’t. If someone is listed as a contact then you’ll see their photos on your front page. If they add you back, then any new work you put up will automatically appear on their page, either on their front page or their contacts page. If you’re regularly posting photos then all your contacts are getting regular little updates on your art and being reminded about your work in a very gentle and non-invasive way.

So where can you find some people that you like?

Well, it’s likely that some of your existing friends are already on Flickr, if they are, then add them as contacts. You can also send invites to friends and family who aren’t already there. That should give you a bit of a start in creating a network but if you want to find a wider range of people with similar interests to yourself, then the best way is to join some Flickr groups.

Flickr Groups

Groups are one of the fundamental building blocks of the community side of Flickr. Most groups are a combination of discussion and photos: you can post your images to a place where they’ll be seen by hundreds of other people but you can also take part in the discussions, which are a good way to meet individuals.

There are groups on just every subject under the sun and most of them are open membership so you join with the click of a button, very occasionally you’ll have to ask a moderator to join.

Consider joining some of the art groups: Artists And Their Art is my favourite because I like their discussions but there are masses of others. You might not like a lot of the work that gets posted to the general art groups, I certainly don’t, but there are interesting artists active in some of the discussions. Also, posting photos to a group isn’t like being in an exhibition, where you’re often judged by the company you keep, it’s far more like putting a promotional postcard up in a huge display. Of course, you should still use your discretion - if you hate everything that’s posted to a group and the discussions don’t appeal, then it might be better to walk on by.

Does your work use a particular technique, image, theme, style or colour? Then there’s probably already a group on Flickr that covers it and if there isn’t, you can always start one. I’m on a wide range of Flickr groups (61 to date - it’s easy to get a little bit carried away!), from the more obviously arty ones to more unusual ones like wabi sabi suki, Coiled Knotted Twisted and Keys Keyholes Locks. Obviously it’s impossible to keep up with a huge range of groups: I have a couple that I’m more involved with and just randomly dip in and out of the rest.

When posting images to groups, obey the rules; many groups limit the number of images you can post in a day and off-topic images are likely to be deleted by the mods. Even if a group has unlimited posting, don’t post huge clumps of your work to a single group all at once because it drowns out everyone else’s work. However, picking an image that you like and posting it to more than one group is completely fine. Personally I try to pick a wide variety of applicable groups for individual images so that I’m reaching a wider potential audience. I also do this so that I don’t bore people. The same people often belong to all the groups about a single subject, therefore, to make things a bit more interesting for those people, I post different images from the same series to each of the related groups.

You can find groups by using the search tool on your Flickr page, you can search for groups, people, locations or through your own or everyone else’s photos. The Flickr search engines works by searching for tags, which is why you should be using them on your own photos, otherwise you’re effectively invisible to the search tool and consequently to other users.

Comments

It’s perfectly acceptable to comment on someone’s photo even when you don’t know them. There’s no need to feel shy, just dive in. The person will see that you’ve added a comment and the comment will usually be publicly available on that photo for others to read. Adding comments usually encourages people to come over and have a look at your work.

Obviously nasty comments are very unprofessional and aren’t going to make you any friends: as my father likes to say; “if you can’t say something nice, don’t say anything at all!” Just ignore the stuff you don’t like, there’s no requirement to comment on every single thing you see (you couldn’t anyway, it would be a full time job!)

Constructive criticism might be fine, especially if you’ve already connected with the person and know that they’re open to it but the culture of commenting on Flickr is generally positive and you should bear this in mind. If you want brutally honest responses on your own work, then you’ll probably need to explicitly ask for it in the text of the photo. If you happen to get a troll who hates your work and is just being abusive in comments, you can block them. It’s never happened to me but if you’re making more controversial work then it could be an issue.

When someone has left a comment on my work, I try to drop them a quick ‘thank you’ via FlickrMail, especially if they’re a new commenter. I like the FlickrMail tool because it means that as well as taking part in the big group discussions, you can have personal side conversations with people. It helps to break up the vastness of Flickr and make it a lot less overwhelming.

Favourites

This is the Flickr tool that I use least but it can be useful. It’s basically an extension of commenting: you mark other people’s individual photos as favourites and they’re then stored on a favourites page on your own page.

Where I have found favourites to be helpful is in finding new people: I’ve often found interesting new artists by going to the page of someone whose work I like and browsing through their favourites and contacts pages.

The Culture Of Flickr

I hope it’s clear by now that Flickr doesn’t need to be a dauntingly huge place where you’re destined to be invisible but can be a place where, with a little effort, you and your work can be seen and respected.

You shouldn’t go into it cynically though - regarding the other members of Flickr as just another marketing opportunity won’t go over well. It’s rude, disrespectful and contrary to the ethos of the place. Flickr isn’t just a huge potential audience for your work; it’s a community and you’ll be a member of that community. Respect the other members and respond to them with openness and generosity.

Flickr is about sharing and being generous with your time, energy and creative thoughts can reap big rewards there. Every time you make someone into a contact, comment on or favourite one of their photos or write something interesting in a discussion, people are likely to come and see who you are - they’ll read your profile and have a quick look at your work. If you’re lucky (and you’ve made it easy for them), they might also go on to visit your other websites or act as an advocate for your work by blogging about you.

Sorry about the length of this one, there didn’t seem to be a good place to cut it in half and there was a lot to say. We’re nearly done with Flickr posts now though.

I always describe Flickr as ’simple but deep’ and that’s a good way to think about it. I’ve already explained that I like the intuitive interface, however, there’s a lot more to Flickr than ease of use. I’m still coming to grips with what you can do over there but in my experience, the more you delve into Flickr, the more there is to find.

If you