Synchronicity by Peter Westermann - Visit Threyda.com for more

A picture is worth 1,000 words, common wisdom has it.

So social media should make it easy for artists to share their work, right? Image galleries, slideshows, done…

…except there’s much more to it than that.

Copywriters are valued for a reason and engagement, though a notorious buzz word, is widely heralded on every social media blog from New York to New Zealand.

For artists, creating a visually stunning piece is just the first step on the road to sharing.

Social Success Story

Threyda, an arts collective based in Wisconsin, is one of the first visual artwork organizations that jumps to mind when I think of in terms of social savvy.

From a simple Twitter follow early last year, I’ve been prompted to move through to their Facebook page, from which I’ve regularly checked out the gorgeously presented artwork showcased on their website. Having not yet taken the plunge to buy a piece, I’m almost certain to do so at some point this year, as soon the right deal pops into my inbox via their regular, though not  annoyingly so, e-mail updates.

In summary: Threyda gets it. And they’ve got me.

The Whys & Hows

For a relatively small group of independent artists, Threyda’s army of 11,000+ fans on Facebook and thousands of Twitter followers is impressive in itself.

Digging deeper, there are a number of practices that make the company a shining example to anyone seeking a wider audience for their art.

Here are just some of those best practices:

• A Competitive Streak - Regular competitions that couldn’t be easier to enter. Post a new piece, have fans ‘Like’ the post, random winner picked. Hundreds of likes (which feeds into how often fans see their posts in the ‘Top News’ stream - more on that here) and plenty of attention for new creations, even from those that don’t win. Competitions encourage participation and return visits.

• Adopt & Adapt – They’ve learnt along the way that each social media channel has its own potential and limitations. Initially posting to Twitter only through Facebook automation, this tweet showed their intention to adapt to a more interactive, Twitter-friendly approach. Though they still have some work to do on interacting with followers, the adoption of Twitpic and @ mentions to friends show the importance of learning and developing…

• A Place To Call Home – Despite the many outposts, the (not so) humble website is the central hub of a web presence. These folks seem to get that, with a powerful and visually striking site that is clearly the best place to check out all the creations of each artist. The outposts of Facebook, Twitter et al then feed into this, offering tantalizing thumbnails and Twitpics of the work as a draw to view more angles and full archives back on the website, where visits can be accurately measured and sales more easily driven.

• Call To Action – Threyda posts always let you know what their intention is. From transactional (“Save 50% at checkout”) to inspirational (“It’s never too late, go create!”), there is a reason for what they put out there and they explicitly state it at the close of their piece. Clear calls to act drive engagement and sales.

• More Than a Feeling - Other than quoting 80′s power ballads, the reason I include this intangible quality is that Threyda create an aura around their web presence. In truth, it is principally fueled by their other-wordly artwork. But their supporting content, such as this blog reflection on a night snapshot from Cleveland, feeds into the ambiance that they exude. Aligning your style to your social media makes the whole experience feel consistent for fans across multiple platforms.

There are always new, innovative steps that we can take to develop our web presence and improve social media efforts. First, however, the foundations need to be set up strongly and the platform hierarchies clear. In looking at the web presence of Threyda, I find a solid base and flexible approach to new media that I think helps them better deliver their stunning art to the world.

And your good selves? What artists or collectives do you see utilizing social media channels effectively?

What aspects of Threyda’s example do you think could be improved?