Archive for the ‘Twitter’ Category

New Campaigns to Change Antiques Weeks

In antiques online, Art and the American Way, Art business, Twitter, Young Collectors on September 26, 2011 at 3:41 pm


I’m pleased to announce that we’re partnering with Eric Miller of Urban Art & Antiques to increase audiences for named antiques week shows across the country. The initiative is based on content, distribution and gratification.

We begin with New York’s  Americana, which comes up in January and kicks off a year’s worth of shows and commercial exhibitions. From Americana, we are branding the other weeks that so far have been comprised of multiple campaigns, each geared toward one established audience.

By trending towards a larger picture of the weeks and providing the first overview of them, ever, we will be serving the trade no one has attempted before.

We’ll be reaching out through informative content, much of it provided by the dealers and experts who join the campaign.

The website is destination oriented, even offering tips on places to stay.

We’ll be reaching out via social media, with targeted messages.

And, come Americana Week itself, a mobile app will let people on the go know where to go. Travel Tips

You’ll find more about Americana Week at Americana

The second round of the program is already in place as we begin to negotiate Nashville Antiques Week and you’ll find that information at Nashville Antiques

Be sure to keep up the show weeks at Twitter: @americanaweek and @nashivlleantiquesweek.


Like us on Facebook at Americana Week and Nashville Antiques Week.

To get involved as a sponsor, partner or advertiser, drop me a line at or

Both Eric and I are looking forward to making these weeks stronger than ever before.


Social Media and Good Writing

In Art business, Auction Advertising, Drive Website Traffic, Twitter on February 25, 2011 at 5:04 pm


Good Writing is No Secret

I went to two conferences last week – both on Social Media. Both with famous SEO guys who not only embrace SM (social media) but can talk for hours on it.  Interestingly, one of the key points to come of both sessions is good writing is more important than ever.

If you blog, you already know 250 – 300 words are best for a post.

Facebook gives you a bit more space to talk about the lion you met on the trek to Victoria Falls. Even so, you are still character limited.

Twitter – aha! – now you’re down to 14o characters. (I’ve had people tell me they can’t tweet because they can’t write short.)  Tweeting demands good writing skills.

Forget staring at a blank piece of paper, now you’re confined to space of a window. How can you quickly  master the techniques of good writing? Here are six simple steps.

  1. You can do it. Get the word “you” up front and you’re making instant contact. Nothing grabs a reader faster.  (“You’s” only serious competition is “free.” )
  2. Sell the benefits. If you say, “the desk has two  drawers over four,” that’s a feature. Say. “You get six drawers – two for your watches and socks, four for  your jeans and tee-shirts.” Even a minimalist will take note.
  3. Say why it’s smart to buy from you.  Tell you reader what sets off your shop. Is it free delivery? Trade-up guarantee? Or, it could be a matter of massaging your customer’s ego.
  4. Go conversational. Start your sentences with And or But. It is no longer against the law.

  1. Text msgs don’t translate.  Use “for,” not “4,” “you,” not “u.”
  2. Delete “that.” Getting rid of the “that” make your sentence flow more smoothly.
  3. Tell you reader what to do. The call to action – from “shop here” to “move your car” to visit PR To the – works wonders.

Now, armed with these six simple steps, the task is not as daunting. Oh, one other word of wisdom from the pros…

  • You are your own best product. When using social media, please stop talking about yourself. SM is a  two-way conversation. Give your readers a break on the sales pitch and them get to know you.

So, follow me  on Twitter. Let’s get to know one another.

Twitter for Auctioneers.

In selliing antques, Twitter on July 15, 2010 at 3:47 am

You’re on Twitter…now what?

If you want to make the most of those posts, you’ll want to follow a few simple tried-and-tested techniques.

First, decide what your goal is, In most cases, the bottom line is get more clients, consignors, buyers, bidders.

The action plan for this is pretty straight forward:

1. Know the fundamentals.

2. Analyze and make your tweets more powerful.

I’ll keep this short and simple, just like Twitter. One reason it is so popular is because you can say all you need to in just 140 characters. Think not?

Then take one of your favorite phrases, like “Our upcoming auction has some stellar lots in it. A mid-century desk, a Tiffany lamp, a collection of Sevres porcelains.” Guess the characters. Remarkably, it’s only 122 characters. Now add your url. Voila, that’s a tweet.

Now that you see it is feasible to tweet in coherent phrases, let’s take a look at the Twitter page you’re setting up.

  • Think of Twitter as a mini-website. You page should reflect your brand, your website, your auction house’s personality. In other words, it pays to get a professional looking background.

You can do this from any of several sites that offer free backgrounds. Best bet, however, is to get a custom made design.

  • Use your name and a photo avatar, even if the url is your auction house’s name. People respond to people, not companies.
  • You’re busy with consignors, clients, cataloging, so how are you going to get those tweets posted and shared 3X a day? (BTW, Tuesday is the busiest day of the week on Twitter.) Answer: sign on to a free time management tool. There’s, buzzom, SocialOomph, Hootsuite.

The management tools give you the option of spending an hour writing tweets that you can schedule weeks out.

  • You will want to know the impact of your tweets on driving traffic to your website. Best bet, set up your Google Analytics, also free. By monitoring this metrics reporter, you will be able to find out how much new website traffic came from Twitter. If it’s not enought, adjust your tweeting stratgy.
  • Schedule your Tweets 2 or 3 times a day. Find out what your target audience really wnats to hear. (It might not be what you think.) You can do this by testing calls to action within each tweet. You can test keywords and links here too.
  • Don’t blow your own horn all the time. One of the secrets to good tweeting-good social networking in general-is to add the personality. Pull back the curtain and let people see you through the marketing. They’re likely to respond to a story about your doggie or a new child and cheer on your deserved vacation. (Yes, this is still in the realm of marketing because the object is getting them to become loyal followers.)

On the back end, you’ll want to analyze and improve.

  • Hootsuite will measure the number of clicks you get on links in tweets. Google Analytics will measure more, like pages per visit, unique visitors and conversion metrics (if a visitor became a customer.)
  • Include links as often as possible. Think of your tweets as link bait to attract visitors. You can then measure the results of the links.
  • Use popular keywords. Not just the keywords you think are popular, but the ones that Google Keywords tells you are popular.  Hint: long tail keywords are better than short ones.
  • Don’t be too sales oreinted. Try a softer approach, with calls to action.

It’s easy to produce targeted, well-crafted Twitter updates. And ever so important.PR To the Trade

To follow us on twitter, just click through here


PR To the Trade