Social Media: In Theory And In The Field Camt

Social Media:
In Theory and In the Field
Josh Futrell, Director of Projects and Support
Center for Arts Management and Technology
Carnegie Mellon University
November 12, 2009

Who are you? Who Who? Who Who?
Recovering actor
Accidental techie
Sometimes blogger
Listen-focused tweeter
Social media user
Tweeter
Arts Advocate
Strategic Marketer
A nerd with an abiding passion for the arts who pays attention.

What We’ll Be Talkin’ Bout, Willis
Tools
RSS
Blogging
YouTube
Facebook
Twitter
Custom Social Networks
Agenda
Overview
Best Practices
Snapshots
Sharing
Listening

I’ll Close My Eyes and Count to 10
Not really, but….
If you would like to leave now, I won’t hold it against you.
Photo from Flickr, Creative Commons by kloppster

If You Haz Question…
ASK IT

“Social Media” Covers a Heck of a Lot

The Social Media Food Pyramid

A Social Media Strategy Framework

RSS: A Big Win For Frequently Updated Content
RSS (Really Simple Syndication) is a format for delivering regularly changing web content.
It allows you to easily stay informed by retrieving the latest content from the sites you are interested in. You save time by not needing to visit each site individually.
Description from What Is RSS?
To Create RSS Feeds

RSS Readers and Aggregators
RSS readers aggregate feed subscriptions into a centralized area to help users stay updated on the latest news and content from their favorite web sites.

RSS By Email

RSS: Best Practices and Tips
Create an RSS feed for any regularly updated content
Share your RSS prominently and in multiple locations
Personal tip: set up an RSS feed readerwith relevant blogs and new feeds…then share it?
Use RSS feeds to help streamline your social media workflow.

Snapshot
Pittsburgh Opera
http://pittsburghopera.org

Blogging: Best Practices and Tips
Find your own voice
Use the breakcode (i.e.  in WordPress) when a post is over 250 words
Maximize outbound links
Invite and encourage conversation

Snapshot
Arkipelagos
Blog of playwright, journalist, and photographer Robert Isenberg
http://arkipelagos.wordpress.com

YouTube: Best Practices and Tips
Get a nonprofit channel
Benefits of a Nonprofit Channel:
Change the look and feel of your YouTube channel to more closely resemble your branding.
Drive fundraising through a Google Checkout “Donate” button.
Add a Call-to-Action overlay on your videos to drive campaigns.

YouTube: Best Practices and Tips
Get a nonprofit channel
Tag your videos with keywords
Embed videos elsewhere
Friend other YouTube users
Check in regularly
Go out and find related videos…and favorite them
Benefits of a Nonprofit Channel:
Change the look and feel of your YouTube channel to more closely resemble your branding.
Drive fundraising through a Google Checkout “Donate” button.
Add a Call-to-Action overlay on your videos to drive campaigns.

Snapshot
Pittsburgh Filmmakers’ YouTube Channel
http://www.youtube.com/user/PittsburghFilmmakers

Facebook Profiles: People Food

Facebook Groups: Only for Membership Only

Facebook Groups: Only for Membership Only
When a Group is Best
When a conversation needs to be restricted to certain members and direct communication is preferred
Rapid promotion around a particular event or occasion (members can send out bulk invites)

Facebook Pages: The Ticket For Organizations

Facebook Pages: The Ticket For Organizations
Your posts get into your fan’s news feeds
Detailed metrics for your page (Page Insights)
Personalized Friendly URL(http://facebook.com/username/)
Visible to unregistered visitors
Ads
Related event creation
Can create custom applications
It is possible for your organization to change from a group to a page. It just takes communication.

Page Insights: Learn More About Your Fans

Snapshot
Greater Pittsburgh Arts Council
http://www.facebook.com/greater

A Few Words about Facebook Causes

And, A Few Words about Facebook Ads
You can 1) target your ads by various criteria. 2) pay for impressions or pay for clicks.

Twitter: Who Gives a Tweet?
Twitter is a social networking and microblogging service that allows you answer the question, "What are you doing?" by sending short text messages 140 characters in length, called "tweets", to your friends, or "followers."
http://tweeternet.com

Twitter: Who Gives a Tweet?
Twitter is a social networking and microblogging service that allows you answer the question, "What are you doing?" by sending short text messages 140 characters in length, called "tweets", to your friends, or "followers."
http://tweeternet.com
What are you thinking?
Interested in?
Passionate about?
What are
you doing?

70 – 20 – 10 Engagement Model
70% - Sharing others voices, opinions, articles, ideas, and tools
20% - Responding, connecting, collaboration, and co-creating with like-minded Twitter colleagues
10% - Promoting and/or chit-chatting
http://www.angelamaiers.com/2008/09/my-twitter-enga.html

Twitter: Best Practices and Tips
Twitter is not a broadcast medium
Quality over quantity…and limit the quantity
Help yourself with tools
Managing the voices: TweetDeck, Tweetie, etc.
Productivity: SocialOomph
Finding others: MrTweet, WeFollow
Look for tools. Don’t assume their non-existence.

Snapshot
The Mattress Factory
http://www.twitter.com/mattressfactory

Snapshot
Greater Pittsburgh Arts Council
http://www.twitter.com/PGHArtsCouncil

2009 Nonprofit Social Network Survey Report – 30.6% of responding nonprofits had their own social network
Ning, GroupSite, SocialGo
White Label Social Network Platforms Chart from TechCrunch
Should You Build Your Own Social Network?
Why would you want to create your own?

Snapshot
Art && Code
http://artandcode.ning.com/

Snapshot
Bricolage Theatre Company
http://www.webbricolage.org

Work Smarter…Think Sharing!
Share the content of others
Share your own content across multiple platforms
Video:
Interview with Artist
Post link in Web site Press Room section
Share link via Facebook Page
Post on your
YouTubechannel
Share link via Twitter
Embed video in blog post
Share link via e-newsletter

Work Smarter…Help Your Visitors Share
http://addthis.com/
http://sharethis.com/

Sharing Black Belt: Creating Widgets
Creating custom widgets that your constituents or visitors can use to share on their Web sites and pages

Listen Up: Tips for Social Media Monitoring
Set up comprehensive Google Alerts
Use Twitter Search to follow hash tags and keywords in Twitter streams
Use URL shorteners like http://bit.ly
Get addicted toGoogle Analytics
Photo from Flickr, Creative Commons by tanakawho

Who Should Control the Organization's Identity?
One individual or split duties among individuals?
Team approach – multiple people sharing duties?
Executive staff?
Marketing staff?
Younger staff or interns?
Artists?
Volunteers?
Earlier in 2009, the American Red Cross released a Social Media Strategy Handbook for its employees containing a number of sound policies that may be adopted by arts organizations.
https://sites.google.com/site/wharman/social-media-strategy-handbook (Google login needed?)

Social Media and Social Networks are Tools
Tools are only as good as their users
Learn how to use them effectively
Watch how others use them
Practice before going pro
Envision success so you can achieve it
Maximize your use of each tool
Why use 5 tools if 1 will suffice?
Will combining tools = progress or split-focus?
Respect your capacity!

Questions?

Social Media: In Theory And In The Field Camt

by CAMT on Nov 20, 2009

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Social Media: In Theory And In The Field Camt — Presentation Transcript