Issue link: http://digital.copcomm.com/i/33429
New Deal Studios’ “Digital Gym”: Shannon Gans says Facebook helps artists in the industry stay connected, even when they are knee-deep in a job. Are you being social? If not, you are one of the few. Social media sites are a part of everyday life.The impor tance of what you can get from these sites ranges from locating a good tapas bar to hearing about world events as they unfold, like the earthquake in Japan, the revolutions in the Middle East and the killing of Osama Bin Laden. Post studios have embraced social as a way to build their brand and grow their business, promote their work, staff their rooms and help create a community. PIXEL FARM Minneapolis-based Pixel Farm (www.pixelfarm.com), a creative studio providing animation, visual effects, finishing, sound design, color correction and more, takes its involvement in social media seriously... so seriously they employ a full-time social media coordinator. Sarah Edwards uses social media in a variety of ways, including news gathering and lead prospecting, but more than that, it allows her to see trends as they are developing.“I follow Post Magazine so I can see what’s going on in that world. I also follow the different ad agencies in town to see who is winning the client, what work they are getting, and then research the client.” Minneapolis is a big ad agency town, and commercials are the bread and butter of Pixel Farm’s work.“I need to keep up on what’s going on and figure out who is going to bring us post work or what kind of things they are looking to do with their new clients. Instead of going to 30 different sites, it’s all in my Twitter feed. I use it as a news source and for gaining valuable information. Edwards says it’s vital to “become a part of the conversation” on these sites, and being part of that con- versation means keeping your Twit- ter and or Facebook page active. “It’s important to show your work and also engage in conversation, or else it’s just like,‘Look what we did!’ Ask questions, share, be curious, and give your brand a personality.That’s what social can do. It’s an opportunity to learn more about the people that are part of the com- pany and not just the company as a whole.” Edward’s goal in terms of social media is making people aware of how passion- ate Pixel Farm’s staff is about the work they do.“I share tidbits about them and their passion, and that reflects on our company.” Each Monday, Edwards makes a list of what she wants to accomplish for that week in regard to social media. She looks at what kind of work they’ve had in- house, what kind of trends are develop- ing, and then her research begins. Even though she does this full time, the learning process is unending. One event that helped:“The Social Media Ti- tans of Minneapolis,” which features the people behind the best blogs and Tweets in the city.“They share what makes them the best, how I can get there, and how I can bring Pixel Farm there.” Many people link their Facebook and Twitter feeds, but Edwards doesn’t see the benefit since often, the people who follow you on one follow you on the other.“You don’t want to be monotonous.” She employs Twitter as a news source as well as for sharing information.“You can use hash tags if you want to be featured in a certain feed, and if people search the topic or name you used they can find you.” Facebook, from Pixel Farm’s standpoint, is a little more social, but it also includes sharing. For example, the studio uses the site to publicize events they are hosting, like its St. Patrick’s Day happy hour back in March, for agencies and clients.They had a little fun while accomplishing their goal — getting people to their studio. “We made a video and tagged everyone that works here on the video so it ap- peared on their personal Facebook pages.” Because Pixel Farm staffers are friends with many of the agency folks, that message appeared on their feeds, they read about the party, and Pixel Farm had a great turnout. Pixel Farm uses other sites, such as LinkedIn — where they present a more seri- ous tone, keeping it more about facts and services — and Vimeo, as well as its own studio blog.The blog is where the studio boasts a bit about interesting jobs, like a recent Target spot promoting its new Americana brand via PMH agency.“We did so much R&D and post work on that,” says Edwards.“I saw it as an opportunity to show people what exactly we do here.There’s even a behind the scenes video.” FourSquare is the latest social tool to appear on Edwards’ radar.“We are look- ing into how we can utilize that — we don’t want to just jump on it without hav- ing a strategy behind it. If it’s well executed, you can do anything you want.” NEW DEAL STUDIOS A self-proclaimed tech geek, Shannon Gans, co-founder/CEO of LA’s New Deal Studios (www.newdealstudios.com), has embraced the world of social media.“If we can all talk and collaborate, there are different things that can happen, like potentially strengthening the industry, helping it evolve more quickly, having a voice and being part of the change.” The studio, which designs, shoots, posts, provides VFX, animation and more, also uses Twitter and Facebook as vehicles to promote its artists, as well as artistry, communication and education. New Deal also discovered it’s a great way to find talent while remaining aware of world trends.“I connect with artists glob- ally, and I have a better handle on what is going on by being involved,” explains www.postmagazine.com May 2011 • Post 27