by Suzanne Sease

In full disclosure, Grace and JJ are former clients, who I still keep in touch with to see how they are doing. I always want my clients to do personal projects from their heart and it can create an amazing path you never expected. I am an avid Redditor, I think it is a great venue to get your work out there as well as many other ones.

Here are their stories of the “Power of Social Media”

Grace Chon “Zoey and Jasper”


I started out sharing the “Zoey and Jasper” tumblr page with the editorial contacts I already had, reaching out to magazines I had worked with in the past. I really pushed the tumblr page and instagram with the media, since everyone seems to be complaining these days about the functionality of Facebook Pages, but Facebook was also a huge in helping this go viral.

On Thursday April 10th I shared the tumblr page with a huge dog magazine I’ve worked with regularly called The Bark. By Friday morning, it had 4,700 likes and 1,080 shares. I also sent the link out to a magazine called Koream Magazine, and on Friday they started to publicize it. All all the other huge Asian American media channels started to pick it up – like Hyphen, Angry Asian Man, Audrey Magazine, and more.

The Korean American founder and curator of a My Modern Met saw it on Saturday and immediately reached out to me for an interview that afternoon. Within the hour she had it up on the site and she told me that all the major news sites follow the site like The Huffington Post, The Daily Mail, Yahoo, The Today Show, and Good Morning America, just to name a few.

Within a few minutes of it being up on My Modern Met I had an email from The Daily Mail and they had it up by Sunday.

Come Monday morning on April 14th, my inbox was jam packed with media requests! Suzanne also very wisely recommended that I upload the link to Reddit, and it was picked up by users and made it onto the front page. The images also ran on The Huffington Post, Yahoo, The Today Show, Good Morning America, Buzzfeed, Mashable, People, PetaPixel, and Bored Panda, along with countless international websites in countries like China, Taiwan, Brazil, Germany, Finland, Italy, France, Peru, Colombia, Serbia and Portugal.

On Friday April 18th, the images aired on The Today Show during the 4th hour with Kathie Lee and Hoda. They closed out the segment while discussing (and giggling!) over all the images.

The dust has now settled a bit, and now I have 18,500 followers on instagram (started at 550) and 18,000 followers on tumblr (started at 0!). My rep Kim Knight has been going on portfolio shows and she’s finding that the creatives are already familiar with the series. Zoey’s original rescuer in Taiwan also miraculously found us, after waiting 7 years to find out what happened to the tiny puppy she took care of. All I can say is wow! The power of social media.

JJ Miller #wewillrun

The #wewillrun was originally pitched as an idea to a client and after their decision not use it, I couldn’t stop thinking about the story and the uplifting message. The project became personal for me and I needed to film it instead of letting it play in my head.

I reached out to the team members of my production company and colleagues that I had collaborated with in the past. They all signed on enthusiastically once they heard the message. The crew included: DP, Jeff Melanson, First Assistant Camera, Nolan Ball, Co-writer and Narrator, Rich DiMare and Produced by Alexandra Bettencourt.

I uploaded the #wewillrun video on Vimeo, and the posted a link to it on Facebook and Twitter. We also sent out a press release through PR Web. The first day it got around 1,000 hits and then there was a write up on the website and soon got about 24,000 hits. The same day the BDCwire post it on Readit. I’ve worked with Reddit before on other projects. However, this experience has only strengthened my understanding of how much impact sites like Reddit can have. 

The next morning my email blew up with multiple interview requests, and #wewillrun was trending on top of Facebook and Twitter. That helped the video get shared on a global level, generating nearly 160,000 views on that Thursday. In the following days, it got national press appearing on Fox News, CNN international, and many write ups from sites like the Hollywood reporter, Buzzfeed, ESPN, Elitedaily, Bleacherreport, NESN and many more.

In three weeks on the day of the marathon #wewillrun had been played 449,000 times. When Rich and I sat down to write the script, we wanted to create a message about moving forward. When we read it over, something just felt right gooesbumps. Most of all, it’s been very humbling to have people feel similar emotions.

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1 Comment

  1. First, I have to ask if their was any money made in the end?

    Not a pessimistic question but rather one which leads into my next question.

    With all the creative consultant ‘experts’ recommending that photographers run from social media like its the new plague, is the risk (real or not) of posting work on social media platforms worth what you might gain in the end? The risk of course is losing out due to the nature of the dreaded Terms of Service.

    If in the end, if its only exposure, then I don’t see much merit. But if in the end, there is paid work to be had, then perhaps that risk is worth it?

    Both stories here seem to have garnered a lot of eyeballs which would be difficult at best thru the stand means of promotion. Very cool!

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