Are you interested in increasing your design business through social media marketing?

Given its newfound emphasis on developing meaningful client relationships (as opposed to holding out the empty promise of  “going viral”), there’s never been a better time to achieve outstanding results through social media.

Content – as you may have heard – is now king, or soon will be!

Join us here for advice and inspiration creating this high-quality content, from profiles to posts. Share your challenges and solutions, experiences and goals as they play out daily on various social media platforms. Obtain the visibility you need in today’s increasingly crowded cyberspace, especially the one devoted to design and architecture.  

Louis Postel has been successfully getting the word out about design and architecture for over three decades in print and online. Powerful narratives and high reader engagement have consistently characterized his work in monthly design columns for New England Home, Showboats International, as well as on social media. 

Feel free to write him about any questions you have – meanwhile, consider this just in, marked “urgent.”




Dear Louis:

I’m starting to hate what I have become: a Social Media Lurker first-class.

Even at work I have a tiny Twitter feed open on my monitor. While I’m supposed to be doing BIM, I find myself checking up on other designers and their latest projects and peeves. But here’s the thing: I never comment. I almost never poke. I never even hit follow

So it’s like I’m a ghost. It’s awful. I want to become part of all the wonderful things that are going on and at the same time feel so uncomfortable joining in.

I hate the very idea of writing some juvenile comment like “Awesome project!” or pseudo-suave like “very interesting” or pompous like “your project reminds me of something I saw in Peru back in the Peace Corps.”

But that’s kind of what you see out there in social media and it makes me want to disappear.

Help! I’m at my monitor now, just

Lurking in Laramie

Dear Lurking:

We also loathe the idea of commenting on others work like I’m handing out some kind of grade. Especially when it’s a project on social media and my comment’s totally unsolicited.

If that’s what I felt was involved, we will become Lurkers ourselves.
For example, an “Awesome,” is about the equivalent of an A, right?

And a comment such as “a very interesting project, thanks for sharing,” would amount to a C or C-, while “your rendering reminds me of something I saw before” would qualify as an automatic F.

Who would want to be in the position of giving out this kind of marks, especially when there’s a chance they will fester forever in cyberspace?

So here’s what you do to stop with the lurking and start joining the conversation.

Aristotle trying to figure out his password while contemplating the bust of Homer

Aristotle trying to figure out his password while contemplating the bust of Homer

Use any of Aristotle’s three ways of making a point, alone or mix them up. They’re points only you can make, based on your unique Truth and Experience. Within them lies your own story. As a comment to a post they hold the possibility of linking you not only to the the poster in meaningful ways, but to his readers, as well. It may be the closest you will ever get to looking this far away person in the eye.

OK, back to Aristotle, 384-322 B.C.E –

One of the three ways to make a point he said is with Logos: logic. Say you’re lurking around the latest kitchen designs on Houzz when some nifty logic (i.e. logos) just makes you want to yell Eureka! Your comment can run something like: “It makes so much sense to me that with those challenging window brackets, your only best solution had to be juxtaposing them with black faucets made of licorice. Here’s why…”

Or try some Aristotelian ethos to make your point. Ethos is your authority as a professional. “I’ve been designing kitchens for thirty years and take it from me those licorice faucets look great but they leak like crazy.”

Finally, there’s pathos, which is to say, commenting with emotion, being vulnerable enough to share that emotion. “I’m so glad to see licorice plumbing fixtures, which have been sadly out of fashion for too long!”

So here’s the Big Hint: Cut and paste the diagram below to your monitor next to the secret Twitter feed. You’ll be glad you did! scissors

Print and post on monitor


About Postel’s Posts: What could be more important than getting the story out about design and architecture, especially now in these chaotic times?

Louis Postel is an award-winning social media strategist for the design community, passionately involved in telling its story for over three decades.

Among other accomplishments, Louis was the Senior Founding Editor of New England Home, as well as the Founding Publisher and Editor-in-Chief of Design Times. In the latter capacity, he drove publication growth from zero to over $2 million in revenue.

He also secured interviews and exclusives with celebrities including Mario Buatta, Lady Henrietta Churchill, Diane von Furstenberg, Juan Montoya, Mary Douglas Drysdale, William Hodgins, Jane Seymour, and Cheryl Tiegs. In recent years, Louis conceived, designed, and produced custom publications for leading design exchanges including The New York Design Center, Chicago’s Merchandise Mart, and the New Jersey Decorating Exchange.

His design column for Showboats International has engaged mega yacht owners around the world ever since he developed the column in 2005. In addition, he led a multimedia reputation management campaign, overseeing the gamut from editorial strategy to special events, for one the largest art dealers in the world, a $1+ billion  company.




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