Last week we introduced the updated Social Media Handbook 2.0  and focused on 10 Tips For Crowdfunding Filmmakers. By now, maybe you’ve diligently printed out the PDF, worked your way through the “Initiate” section, and thought carefully about which platforms to focus on. You’ve chosen consistent handles, uploaded profile pics and cover photos that reflect your key art, etc.

So now what? What exactly do you talk about every day? Maintaining social media platforms for your film is not entirely different from running your own personal account. The key difference is in your goal-setting. You may use your personal Facebook page to make the hometown Mean Girls jealous of your oh-so-glamorous filmmaker life. But in networking your film, you are aiming to build an audience that will invest in you, either with their wallets or their own social capital. So make people want to come along for the ride.

How, exactly, do you do that? Certain tenets translate.

1.  DO give people insider access. Most people have never made a movie, and those who follow films and filmmakers are curious about how it’s done (even if your movie doesn’t star George Clooney). If you can give them a peek behind the curtain—in photos or video clips, show them the movie set, the editing room, the festival premiere—they will feel invested and be more apt to help if they can.

2.  DON’T be a narcissist. Once you attract followers, you want them to engage, return and remain. Give them something to latch on to—have an issues doc? Set up Google alerts about your topic and share relevant news. For narratives, introduce the characters and what they have to say. “Watch my movie!” or “Donations welcome!” or “I’m so great!” gets old, and fast.

3.  a. DO take your time. Everything you do on social can be seen, shared and, eventually, judged; this all reflects back on you and your film. Take time with your text (avoid typos), and make sure your key art and shared photos are professional, hi-res, and snazzy.
b. DON’T overthink. The flip side of the above is this: social media is fleeting. Spending a day and a half vetting every post with every member of your team is counter-productive. Go with the flow and get the information out while it’s still timely. And then start thinking about your next post…

Read the rest of these tips from Seed&Spark.