Set objectives based on a clear understanding of how social media changes the feedback loop between your organization and stakeholders. The key thing that is different with setting a social media objective is that it is not about reaching a mass audience and blasting your message out, it is more about reaching the influencers, developing relationships, having a conversation, and getting insights.
To be successful, social media requires a mix of authenticity, openness, transparency and to a certain extent giving up control.
A Google Alert is an aggregate of the latest results from multiple sources (news, Web and blogs) into a single e-mail or RSS feed. A Web-based version of a clipping service.
Social Media for Performing Arts Presenting & Touring From Experiment to Strategy Presented by David Dombrosky Dombrosky Arts Consulting August 23, 2011
AUDIENCE MEMBER Arts Manager Blogger Accidental Techie Communicator Tweeter Short-sighted Futurist Listener Arts Advocate Educator Strategic Marketer Smartphone User NOT AN EXPERT Just an arts administrator who pays attention to the constantly changing world of technology
Why are you (or your arts organization) using social media?
Strategy Framework for Social Media Objective Target Audience Integration Culture Change Capacity Tools & Tactics Measurement Experiment Framework provided by WeAreMedia
Objective What do you want to accomplish with social media? State your objective so it is “SMART” – specific, measurable, attainable, realistic, and time-based Describe how your social media objective supports or links to a goal in your communications plan
Target Audience Who must you reach with your social media efforts to meet your objective? Why this target group? What do they need to know about you or your organization? What will resonate with them? What social media tools are they currently using?
Integration How does your social media support other components of your Internet communications plan? Website Outbound Communications Customer service Is there an “offline” component that you need to support/connect?
Culture Change Once you have a strategy, how do you get members of your team to own it? How will you address any fears or concerns? Loss of control Dealing with negative comments Addressing personality versus organizational voice Not being successful, fear of failure Perception of wasted time and resources Suffering from information overload already, this will cause more
Capacity Who will implement your organization’s social media strategy? One individual or split duties among individuals? Team approach – multiple people sharing duties? Executive staff? Marketing staff? Younger staff or interns? Artists? Volunteers? Can you allocate a minimum of five hours per week to your strategy once you've passed the learning curve?
Tools & Tactics What tools and tactics best support your objectives and match your targeted audience? What tools and tactics do you have the capacity to implement?
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
Tactics - Listening What decisions will you link your listening to? What key words will you use? How will you share or summarize what you learn from listening with others in your organization?
Tips for Social Media Listening Set up comprehensive Google Alerts Use Twitter Search to follow hashtags and keywords in Twitter streams Set up an RSS feed reader with relevant blogs and new feeds
RSS Feeds: A Must-Have Tool for Your Toolbox RSS (Really Simple Syndication) is a format for delivering regularly changing web content. Many news-related sites, weblogs and other online publishers syndicate their content as an RSS Feed to whoever wants it. RSS solves a problem for people who regularly use the web. 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? The presence of this icon in the address bar of your Internet browser indicates that the content on the web page is syndicated with an RSS feed. To create RSS feeds: To aggregate RSS feeds:
A web page may also use the RSS symbol to indicate that you may subscribe to one or more content feeds.
Tactics - Engagement Who is empowered to respond and under what circumstances? How will you address negative comments or perceptions?
Tactics – Sharing Content What content or information will be used to update or feed the social media sites? Are you using good storytelling techniques to engage audiences?
Tactics – Generating Buzz How will you “brand” your presence on sites? Who will implement and build relationships with influencers? How will you get fans to talk about you to their friends? What actions do you want people to take when they come in contact with your buzz?
Tactics – Community Building & Social Networking How will you or your organization represent itself on social networks? Who will develop or repurpose content? Who will be the “community manager?
Measurement What is your original, measurable objective? What hard data points or metrics will you use to track your objectives? How often will you track? Do you have the systems and tools set up to track efficiently? How will you harvest insights from hard data and qualitative data as the project unfolds? What questions will you ask to generate insights? Who will participate?
Experiment What small piece can you implement first as a pilot? How will you learn from the pilot for your next experiment?
David Dombrosky Email – firstname.lastname@example.org Blog – www.dombrosky.org Twitter – www.twitter.com/ddombrosky