A report on the use of social media in the Creative Industries BA (Hons) Communication Design Professional Practice – Professional Profile 266154 Emma Brett
1
Contents Page Introduction...............................................................................................................................3 Behance...............................................................................................................................4 - 5 Pinterest............................................................................................................................... 6 - 7 LinkedIn............................................................................................................................. 8 - 10 Self Promotion........................................................................................................................ 11 Plan for the future......................................................................................................... 12 - 13 Appendix 1....................................................................................................................... 14 - 15 Bibliography.................................................................................................................... 16 - 17
2
Remarkably driven graphic designer specialising in designing promotional and advertising tools such as posters, leaflets, business cards, larger publications such as magazine spreads and can create digital artwork such as animations aimed at a younger target audience. I currently have over 5 years industry experience as a junior graphic designer and am currently gaining extra industry recognised qualifications which will compliment my experience and should give me an advantage over other graduates helping me to gain full time employment with a company that has clients that require artwork aimed at a younger audience.
SWOT Through my SWOT (appendix 1), I have identified my strengths, weaknesses, opportunities and threats that allow me to promote myself and increase my digital presence so that I am targeting the companies I want to work for. I can work to minimise the threats that I currently face, and my strengths, to promote myself to potential employers. My primary strengths are detailed in my skills audit below.
Skills Audit • Communication and Interpersonal Skills Possess excellent communication skills (written and verbal) and relationship management capabilities complemented by my ability to understand a clients requirements and to convey the information in a clear manner enabling me to establish and maintain relationships with a wide and varied audience. • Project management Able to manage briefs in a fast paced commercial environment with a proven record of delivering successful results within time and budget constraints. • Analytical and problem solving skills Ability to think outside the box, have strong decision making skills and able to address and tackle a wide range of issues logically • Accuracy and acute attention to detail • Organisation, time management and prioritisation Able to multi task and prioritise tasks from the start to completion within time constraints.
• Technical competencies Mac proficient, confident using the Adobe Creative Suite, Animation (Rotoscoping and Adobe Flash Professional), confident creating photocompositions, comfortable using the Microsoft Office Suite, knowledge of colour theory, print processes and production.
Current Digital Profile Having a digital profile allows me to expand my network and connections, research potential employers that require my skillset, search for job opportunities, and allows potential employers the chance to explore my digital presence. Being able to connect with potential employers on a variety of social media platforms and to join and contribute regularly to design groups, should increase my chances of employment. A company that I am interested in working for is Lighthouse Learning who specialise in creating designs and animations for a young audience. The social media I currently use and contribute to, on a regular basis are Behance, LinkedIn and Pinterest. When using social media to promote myself and find employment I will be careful to seek relevant permissions, maintaining a professional approach and following copyright law(1). To comply with the Equality Act of 2010 I will ensure that my online profiles and activities do not discriminate against or offend fellow users.
http://www.wired.co.uk/news/archive/2011-11/15/how-to-avoid-becoming-an-accidental-outlaw
(1)
3
Behance I regularly upload new artwork to the digital platform, Behance. This platform allows creative professionals to create a profile upload their artwork so it can be viewed by creative professionals, and appreciated by pressing the appreciate button. This allows me to positively promote my skills as they are viewed by potential employers and creatives who use Pinterest to explore and access creative talent which could lead to creative collaborations. Behance offers the opportunity to follow the work of creatives enabling you to see their new artwork which might be pushing the creative boundaries at a glance. In the creative industry we all have our strengths and weaknesses and by seeing the variety of work happening across the country, you can identify who is succeeding where you might be struggling and vice versa. Behance also offers the chance to reach out to these people, and learn from each other’s expertise and experience. I regularly use Behance to upload artwork (figure 1) that I have completed during my degree course. Uploaded artwork is shown on my followers Behance page encouraging them to look at my designs. Currently, (figure 2) over 400 creatives have looked at my work to date (these figures are before self promotion). Over 50 have appreciated my artwork this is a boost to my self confidence and belief in my ability. I am currently following over 10 creatives whose artwork I find inspirational, while about 10 are following me. When starting a new brief I use Behance for visual research and save my findings on Pinterest a website you can collect and save your visual research. Behance allows its users to introduce themselves on their profile (figure 3) and create a curriculum vitae which will be seen when a creative or potential employer views my profile. This acts as an introduction to myself and an opportunity to promote myself and my specialist skillset. I have a testimonial (figure 4) on my Behance profile for my Final Major Project created last year on the FDA Graphic Design course. Working with Andrea Ballance, the creative director of the Adur Sea of Lights festival. We were briefed to create a corporate identity for the festival aimed at creating an enjoyable experience for the children.
4
Figure 1: Artwork on Behance
Figure 2: My Behance profile before self promotion
The testimonial combined with my artwork for the project promotes my ability to work with clients, to fulfill the brief and will encourage potential employers to look at my portfolio. When applying for job vacancies I include my digital presence on my covering letter, and curriculum vitae. This is an effective form of self promotion encouraging potential employers to view your digital presence and artwork created. Behance is one of the easiest platforms to use making it easier for creatives like myself, who have little knowledge of web development and coding. The interface is easy to understand and uploading artwork is simple. Organising your work is easy and you are able to link, share and promote your artwork across various social networking sites. There are minimal ways to customise the style of your portfolio. Creatives are limited on the size of files we are able to upload. File sizes have to be saved for the web, before being uploaded which is time consuming. Feedback on Behance can be disheartening if you have created a piece your proud of but no one is appreciating it.
Figure 3: My Behance profile showing self promotion and ways to communicate with me
Intellectual Property Ideas become intellectual property when they are either recorded, for example a book or made for example ‘post it notes’(2). I will need to consider copyright legislation to prevent infringement of others work and protection of my own. When uploading a project to Behance I choose my own copyright settings for each project. The choices are either “Creative Commons” with multiple choices of control and sharing, or “No Use” which does not allow anyone to cite my project. Behance encourages its creatives to allow bloggers to cite my projects, believing this is a powerful marketing tool. My personal choice for each project I upload, is to choose the attribution non-commercial licence (figure 5). This license (figure 6) lets others edit my work non-commercially, but their edited version must acknowledge me and be used in a non-commercial environment(3). I have chosen to allow others to edit my work, following the advice offered by Behance choosing to use this as a marketing tool to promote myself and maximise my exposure in the creative world. (2)
Figure 4: Testimonial on Behance
Figure 5: Copyright setting I use on Behance
Figure 6: Copyright settings available when uploading artwork to Behance
www.gov.uk/intellectual-property-an-overview/protect-your-intellectual-property
(3)
http://creativecommons.org/licenses/
5
Pinterest I regularly use Pinterest, a visual bookmarking website allowing me to share images. Pinterest allows you to group pins together by topic onto pin boards on your profile. Each board mimics a real-life pin board. You can share images you find online, or directly upload images onto Pinterest. Using the handy Pin It button, I am able to share images from any web page. Pinterest also allows you to share your pins on other social networking platforms. Keeping a board of inspiring images helps me see forms, colour palettes and design styles I may not have explored otherwise. As a designer, it’s important to be able to refer to design trends and movements, to inspire new design solutions. Pinterest serves as an additional library and source of inspiration that I refer to aside from graphic design books and bookmarked websites. Many creative professionals use Pinterest to showcase their work, this is an area I plan to develop. Pinterest also offers the opportunity to follow creative companies, creatives, design related blogs and sources of inspiration. As these creatives pin new images they show up on my profile as things I may like giving me the opportunity to add them to my pinboards. I regularly use Pinterest (figure 7) when starting a brief to look for inspiring images which will influence my creativity (figures 8 and 9). I also look at images and subjects which are trending on Pinterest and shown on my homepage (figure 8). Pinterest is not only used by designers, it is used by anyone wanting to scrapbook their interests. I have a varied collection of pin boards showing my varied interests. Through my activity on Pinterest (figure 10) I have been noticed by other pinners who have liked my pins and added them to their own pin boards. This encourages them to visit my profile to look at my other boards, to follow me and view my online portfolio site which is linked to my Pinterest profile. I create pin boards of all projects both self initiated, college and student awards competition briefs I have participated in using Pinterest as a valuable source of inspiration. Not all the pin boards are about design some show interests in other areas to show my personality to potential employers who see my pins and are curious about what I pin (figure 7 and 9).
6
Figure 7: My Pinterest profile
Figure 8: My Pinterest home page
Figure 9: My Pinterest boards
Figure 10: My Pinterest boards
Using the search bar on Pinterest (figure 10), it enables me to research any topic as well as using the pinboards Pinterest has created. I am able to create my own pin boards to add images to as well as follow boards which other people have created. When these boards are updated the pins are shown on my home page which allows me to pin them to one of my pin boards. A company I would like to work for called Lighthouse Learning, have a Pinterest page (figure 11) which I follow. I have had a look through their pin boards and pinned pieces of artwork that I found inspiring, this raises my awareness to the company and encourage them to visit my profile page. This allows them to get an idea of my personality and interests and for me to become recognised by them. This could lead to them making contact with me or looking at my digital presence and my online portfolio. Pinterest is visually interesting to look at, attractive and easy to use. It is a valuable bookmarking tool and you are able to easily create pin boards and add images to them. The bigger that Pinterest grows the more issues the site faces with images that are copyrighted. They face a growing backlash from media owners and users over their vague attitude to copyright. Pinterest’s “Terms of Use� puts the emphasis on the user to make sure there are no copyright or licensing violations.
Figure 11: Lighthouse Learning Pinterest profile
7
LinkedIn LinkedIn is a business orientated social networking site allowing me to brand and promote myself professionally online and to stay in touch with colleagues, classmates and previous employers. The strategy of networking is one that is advised by organisations such as the Crafts Council. They suggest using social media can help build networks between practitioners through which they may be able to collaborate on creative projects and share knowledge of job opportunities(4). LinkedIn allows me to become a member of groups that I am interested in and that are linked to my professional career. In these groups I am able to connect with like minded creative professionals and to post regular interesting articles to become noticed, followed and known as a regular and reliable source of information. Before I started actively promoting myself (figure 12) and following the guidelines to increase my profile strength I had 21 followers. I started improving my profile (figure 13) by adding my qualifications and education, work experience and about me. I have increased my online presence and visibility online by joining graphic design groups where I can interact with creatives. I will ensure that at all times the information about me is accurate and that I am truthful and trustworthy fully complying with the LinkedIn Professional Community guidelines. By regularly posting in these groups (figure 14). I will become known for posting information and will become relied on which will improve my professional brand. When posting on LinkedIn I make sure that my posts and behaviour doesn’t offend, shock, intimidate others, abuse, harass or threaten any of the users, complying with LinkedIn Professional Community guidelines. I will ensure that I do not post inappropriate posts for example posts about criminal activities. I will make sure that I only use LinkedIn for the purpose for which it is intended and won’t use social media to promote disruptive events or behaviour which can be interpreted as a criminal act(5), following LinkedIn’s Professional Community guidelines. To have a professional style online and following the LinkedIn Professional Community guidelines, I have taken a more recent picture of myself and uploaded it to the social media that I use. 8
Figure 12: LinkedIn profile before promoting myself
Figure 13: Improving my LinkedIn profile
Figure 14: Joined Graphic design groups
Figure 15: Following companies
(4)
How makers and craft organisations are using social media effectively, Dr Karen Yair, Crafts Council Research Associate
(5)
http://www.wired.co.uk/news/archive/2011-11/15/how-to-avoid-becoming-an-accidental-outlaw
This picture (figure 14), is a more professional picture of me, which I have also uploaded to Behance and Pinterest to keep my professional brand the same across all the social media I use. The reason for this is so I appear consistent and that people and companies can see that it is me across all social media (figures 21, 22 and 23). The Lighthouse Learning also has a digital presence on LinkedIn. I am following them and have made contact with them (figure 15 and 16). I have messaged the owner of Lighthouse Learning to introduce myself and to make myself known to the company as I specialise in creating artwork for a young audience like they do. I invited her to look at my Behance portfolio and welcomed her feedback. I took the opportunity to promote my skills in the LinkedIn groups that I am a member of, promoting my social media presence, my online portfolio and welcoming feedback. This increases my visibility and improves my professional brand as well as getting tips to improve my professional brand and artwork (figure 12). I have also made contact with a Graphic designer I saw in one of my design groups, Jessica Venson. She was talking about social media and the creative industries. I messaged her to find out more (figure 17). Her knowledge was helpful in giving me insight into how useful social media, for example LinkedIn can be in promoting your professional profile and getting noticed by the companies you want to work for and making contacts. I received a connect request from Rachel Elliot, a recruitment consultant for ‘Solutions 4 recruitment’ (figure 18). I took the opportunity to contact her to ask if she could help me find full time employment. She replied that one of her colleagues has job opportunities and she would register my details and pass my curriculum vitae to them. My Behance and LinkedIn profiles are connected so creatives and potential employers can see my digital presence and browse my portfolio. LinkedIn allows you to network with people and companies in the creative industry. This helps me to stay up-to-date with industry trends and share information. In addition to networking with people in your LinkedIn network, you can also set up and join groups to discuss ideas and share industry news.
Figure 16: Contacting the owner of Lighthouse Learning
Figure 17: Talking to a Graphic Designer
9
This is a great way to build your professional network further and make new contacts. Many professionals use the groups on LinkedIn as an open brainstorming session. By offering my expertise to those in my network, I will establish trust and improve my reputation as a creative practitioner. I can also use my profile’s status update to ask questions to people in my network, or share news or insight. I can use LinkedIn to find out more about the people and organisations that I would like to work for and to build a relationship with them via LinkedIn. Spam always finds its way into social media sites, although can be filtered out, it is difficult to prevent it completely. LinkedIn has many components and so much going on that it can be overwhelming at first to use.
Example of how a practitioner from another industry promotes themselves Using LinkedIn I searched for Musicians to see if they use LinkedIn. I found a Violinist (figure 19) on LinkedIn and plenty of musical groups (figure 20) where like minded individuals can talk and share knowledge and share industry insights. Finding out that other professional people use LinkedIn to promote their skills links my profession and the Music profession together as we both use the same website to promote our skills, network and to make contact with desirable companies we would like to work for.
Figure 18: Rachel Elliot job opportunity
Figure 19: Musician on LinkedIn
Figure 20: Musician groups on LinkedIn
10
Results of self promotion using social media From starting to promote myself and increase my online presence, I have noticed that I have received a lot more profile views on my LinkedIn profile (figure 21). This is due to making more of an effort to connect with the creative community online. I now have an All-Star profile strength which means I have maximised my online presence to potential employers. I have connected with more creative people, friends and past employers which will increase my presence. LinkedIn and Behance both offer opportunities for strategic network-building, based on a process of identifying and connecting with influential organisations and individuals in any field. These opportunities are valuable in promoting yourself and making contacts with practitioners and companies. By using my Pinterest profile not only when I have a brief to do, I am keeping myself in people’s minds by regularly finding pins to place on my pin board (figure 22). I am constantly finding and storing creative inspiration which can only help to improve my ability and my online presence. By using my LinkedIn profile to promote my Behance portfolio (figure 12) I have noticed a big increase in the amount of creative people viewing and appreciating my artwork (figure 23). This is a boost to my self esteem, confidence and belief in myself which I have indicated on my SWOT as a threat. By promoting myself I am overcoming this problem and feeling more confident in my ability reducing this threat to a minimum.
Figure 21: LinkedIn profile after promoting myself
Figure 22: Pinterest profile after promoting myself
Figure 23: Behance profile after promoting myself
11
Plan for the future Through my digital audit I have recognised the following need developing to improve my online digital profile, to upload my online portfolio of artwork on Artsthread (figure 24). Artsthread is similar to Behance, as it too is an online platform for graduate creatives like myself to promote my skills and artwork online. Artsthread offers newly graduated creatives like myself, advice and information to help me progress my career. They sponsor the New Designers exhibition held in London (figure 25) which I am attending and exhibiting at. This is an opportunity to promote myself, my skills and to network with a wide variety of creative companies and people. I understand that I need to remain ethical and professional in my use of social media. Not crossing boundaries, not offending people, what helps maintain boundaries is the distinction between business contacts and friends. I aim to upload my online portfolio on Pinterest so that it is accessible in multiple places offering me the chance to maximise my promotional activities and to promote my name and abilities in the creative world. I also need to create a blog where I regularly post insights, articles and upload artwork that I am working on for creative professionals and companies to read and enjoy increasing my online presence.
Figure 24: Artsthread home page
Figure 25: New Designer’s exhibition home page
Ideal company to work for Lighthouse Learning is a fast-growing digital learning company (figure 26) rapidly taking over the world of educational technology. They work with children, teachers and parents to create learning experiences for 5-11 year olds. Their team is made up of developers, education experts, classroom teachers, designers and animators with decades of experience in children’s educational technology and publishing. To become noticed by this company I chose to actively follow them on the social media that they have a presence on (figure 11, 15), to show my usefulness to the company and to be recognised by them. I also made contact with the owner of the company to introduce and promote myself and my skills (figure 16).
12
Figure 26: Lighthouse Learning website
Next steps in my career I will be looking for employment as a Middleweight Graphic designer for a company such as Lighthouse Learning. The main areas of responsibility for a Middleweight Graphic designer (figure 27): • Generating compelling design concepts • Building and designing branding from a visual and conceptual viewpoint. The Person specification includes: • Experience designing for print • Experience of working in high profile design agencies • Experience of the print design process The person should also have the following qualifications/technical experience and skills: • A degree in Graphic Design • Proficiency in the Adobe Creative Suite • The confidence to work directly with clients to understand their needs • The ability to translate client needs into a brief and articulate their strategy • The ability to present projects to clients • Fantastic communication skills • The ability to deliver high quality work against a brief within tight time scale • The ability to express themselves clearly both visually, vocally and written • The ability to work as part of a team • A Senior Designer will also be expected to mentor and provide direction for junior designers. This job description is a guideline only.
Figure 27: Middleweight Graphic designer job description
13
Appendix 1 Strengths Weaknesses Opportunities Threats
14
Strengths • • • • • • • • • • • • • • • • • • • • • • •
5½ years graphic design industry experience Accuracy and attention to detail Project management Knowledge of current trends in the creative industry Confident in designing for print Mac proficient Confident using the Adobe Creative Suite Confident using Microsoft Word and Microsoft Powerpoint Full drivers license and own transport Good communication skills Good time management – meet brief deadlines consistently Ability to work as part of a team or independently Good organisational skills Able to confidently prioritise a varied workload Manage criticism Creativity Imagination Ability to find practical solutions to problems Good Analytical skills Knowledge of print techniques and processes Knowledge of colour theory Able to print artwork on a digital printing press Able to get artwork ready to be printed
Opportunities • •
• •
New designers Exhibition –network, meet potential employers, promote myself End of year exhibition at Northbrook College Exhibition – network, meet potential employers, promote myself Upload my artwork created at college this year to Artsthread a promotional tool Create my own professional website and email address
Weaknesses • • • • •
Need to learn web design Need to improve my drawing skills Need to improve my Adobe Photoshop skills Need to have more self confidence and belief in my creative ability Not PC proficient
Threats • • •
Other graduates with the skills I need to develop Confidence and belief dropping Lack of job opportunities in the local area
15
Bibliography
16
Bibliography https://www.gov.uk/intellectual-property-anoverview/protect-your-intellectual-property
http://www.wired.co.uk/news/ archive/2011-11/15/how-to-avoid-becoming-anaccidental-outlaw
How makers and craft organisations are using social media effectively, Dr Karen Yair, Crafts Council Research Associate
17