Case Study: How 4 Landscape Industry Companies are Sharing Pictures of Their Work on Facebook
Did you know that Facebook is the world's largest photo sharing site? More photos are uploaded to Facebook than even Photobucket, Flickr and Picasa--each of which is solely a photo sharing site.
Did you know that consumers absolutely love looking at pictures of the creative work we do? Notice all the home and garden magazines? HGTV?
In our line of work we have an endless amount of creative imagery we can share. And Facebook has proven to be the absolute best place to share it.
Here's how four companies in the landscape industry are sharing images on their Facebook Pages:
Landform Design Group
Salt Lake City, Utah
I've written about Landform Design Group and how they share images of their work on their Facebook Page previously. Make sure you read the full case study here.
But let's recap anyway. And let me emphasize that this sharing process is what I think all landscape design and construction professionals should be doing.
Landform Design Group creates a photo album on their Facebook Page for each of their unique landscape projects. They then add images to the album over the course of the project's duration--beginning with the landscape plan and rendering all the way through the final touches.
This is a great way to tell the story of your work in real time and engage your fans over an extended period of time.
I call this the Trickle Approach.
Susan Cohan Gardens
Chatham, New Jersey
If you check out Susan's photo albums you'll see that she uses what I call the "Random Approach" (I just came up with that lol).
By this I mean that most of her photos don't get uploaded to a specific album--they get posted right to her wall. And she uploads a variety of images--her work, garden visits, products, designs, plants--all very random.
This is a great complement to the approach of Landform Design Group.
Facebook (and social media in general) is all about sharing what you are doing right now. If you're visiting a cool garden, snap some pics with your phone and share on your Facebook Page. If something in the moment inspires you--share it! This seems to be the approach Susan takes. It's just less deliberate than Land Form Design Group's approach.
Neave Group Outdoor Solutions
Wappingers Falls, New York
I'm working with Neave Group in many different facets, but one thing we are really trying to do is to encourage their employees to create content for their social media activities. This includes writing blog posts and, as we're concerned here, taking a ton of pictures.
Getting your employees and coworkers involved really humanizes your company. It gives your social efforts greater depth and vibrancy because of the numerous unique voices involved. And your content will have much more diversity.
We've set up an account for Neave Group on PicPlz.com--a mobile and web app--that their employees have downloaded on their company-issue iPhones. Employees are encouraged to take photos using the PicPlz app. This way, every photo, from numerous people, all go to the same place online automatically. We then post the best photos to the Neave Group Facebook page (and to Twitter).
Can you create an army of content creators?
Check out the wall photos on LandscapingNetwork.com's Facebook Page. You might notice a common thread. And this is totally deliberate.
The majority of photos they upload are images they take themselves. The important point I want to make is that along with each photo they provide a really good description. And it's a description meant to elicit a response (a comment). It's usually in the form of a question--"What do you think about these steps? What would you do differently?"
They get incredible interaction on their page because of this.
If you want engagement and interaction, then ask questions! And more specific and closed-ended the better. Make it easy on your fans to post a comment. Don't make them think too hard.
Check out the interaction they got on this picture they posted. Incredible! And it's because they asked a polarizing closed-ended question.