Zack Arias speaks at Luminance 2012

Editorial and commercial photographer Zack Arias has found the secret to success on social media: think less about yourself, and more about your community.

And with over 46,000 followers on Twitter, Zack has a lot of say in the online photography world. In this video, he talks about why many photographers - and artists in general - need to rethink the way they use social media, and push themselves to self-promote less and interact more.

Text and video via photoshelter.com/luminance/videos/arias