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The Power of Digital Presence:

Why Your Online Footprint Matters Now More Than Ever


In an era where the digital sphere is an integral part of our lives, artists and arts organizations can no longer afford to overlook the power of a well-crafted online footprint. Your digital presence is not merely a collection of online profiles; it is a curated showcase of your identity, values, and vision. It speaks for you before you even have the chance to engage, setting the tone for how audiences perceive and connect with your work.

 

Think about it: what's the first thing you do when you hear about a new arts organization, service or artist? Like most of us, you probably grab your phone and Google it. This quick action has become our instinctive way of deciding whether we want to engage with an entity, shaping our perceptions and influencing our next steps. We tend to look for three key things when we try to vet an entity online:

 

·  What unique value does this artist or organization offer?

·  How credible and trustworthy is this entity?

·  Is this a community I want to engage with or support?

 

Digital Presence as a Gateway to Brand Identity

As artists, your digital presence serves as a gateway to your work, brand, and values. Whether you are an emerging artist or a well-established arts organization, an effective online presence opens up opportunities to engage with global audiences, attract collaborators, and sustain growth.

 

While we're often told not to judge a book by its cover, in the digital age, your online presence is your cover - and yes, people are definitely judging. In this digital landscape, the lack of a strong, searchable online presence can result in missed opportunities. With so many vying for attention online, failing to establish a robust digital footprint risks being overshadowed and overlooked.

 

Building Credibility and Gaining Visibility: Crafting Your Digital Story

Don’t look at this as a mundane task of being ‘present’ online, instead use your digital presence as a carefully created roadmap for how people experience you / your brand.  This provides an opportunity for you to weave a story, a story across platforms and timelines, a story that can bring you audiences, applause and appreciation. 

 

While building visibility, think of platforms like Instagram, YouTube, and LinkedIn as your digital front offices. They're working 24/7 to showcase what you do to millions of potential audiences and patrons. They make your art and offerings accessible far beyond the confines of your physical location. But it's not just about social media - a well-crafted website acts as your digital headquarters, making it easy for anyone searching to find you. 

 

In addition to visibility, your digital presence builds credibility and trust. A strong digital footprint with consistent, professional content across your website and social media channels communicates professionalism. It assures potential collaborators, audiences, and patrons that you’re serious about your craft and are worth their investment of time or resources.

 

Fostering a Loyal Community: Building Bonds Beyond Performances

However, for artists and arts organizations, having a digital footprint goes beyond just advertising shows and events. It becomes a vital tool for community building. Sharing stories, behind-the-scenes insights, and interacting with your audience fosters a deeper connection that transcends performances or exhibitions - going beyond transactional interaction and helps build a community that feels emotionally invested in your success.

 

Creating Lasting Impact: Telling Your Story for a Digital World

By prioritizing your digital footprint, you ensure that your art reaches beyond geographical and temporal boundaries, creating an enduring impact. Digital presence is about more than immediate visibility—it’s a means of legacy, a way to ensure that your story continues to inspire and resonate.

 

Here’s a snapshot on how you can begin to build your digital footprint.



Through your digital narrative, you have the opportunity to share your vision, values, and artistic journey in a way that captivates and connects with audiences around the world. By crafting a story that is true to your unique voice, you can foster a legacy that transcends the fleeting nature of online content.


By

Tirtha Giri, Programme Manager, ArtSpire

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