1. AXIS Listening Experiment
Objectives:
• Gain more confidence with social media, particularly Twitter
• Listen to who is talking about AXIS and what they are saying
• Engage in two-way conversations with our followers
• Develop our own voice & personality on social media
Audience:
• People who already know about AXIS (dancers, dance audience, people with disabilities)
• Followers of related organizations that have posted about AXIS
Integration:
• Annika built Google Alerts/Facebook/Twitter into her daily work routine
• We share found articles and postings with staff and board as well as on Social Media
• Posting events/class info etc… for marketing
• Share about specific AXIS events to engage people with the day to day of the company.
Tactics:
• Set up Google Alerts for three different searches: AXIS Dance, integrated dance, and Judith Smith.
• Set up our Twitter account and personalized our page.
• After discovering things on Google Alerts we Facebook and/or Tweet them.
• Read all comments on any findings and respond/follow-up.
• As part of our mission we re-post other physically integrated dance related findings to promote and support locally,
nationally and internationally.
• With a new Twitter follower, we cross-reference database for information to engage more personally.
Results/Findings: *having a smart phone really helps make posting easy
New Strategies:
o If we post immediately after an AXIS performance/event we see high engagement
o Posting accomplishments of the company/staff/dancers yields many interactions/responses.
Google Alerts: Our AHA Moment!
o Effective way to monitor what is being said about AXIS and to engage.
o Allowed us to see/respond to what we may not have been aware of otherwise. Ex. Glee Blogger
o Gives rich material to post about on Facebook and Twitter & enhances our interactions
o Realized alerts about Judith Smith weren’t referring to our Artistic Director, so we cancelled.
Twitter:
o Converted to Twitter supporters from Twitter skeptics – It wasn’t as scary as we expected!
o Appreciate the ability to have quick, easy conversations with followers.
Facebook:
o Posting pictures and video gives high interaction
This experience has allowed us to gain more confidence in posting on both Facebook and Twitter and has encouraged us to
1428 Alice Street, Suite 200 | Oakland, CA 94612 | 510-625-0110 | www.axisdance.org

2. engage often and well. The most valuable piece was setting up Google Alerts. We can’t imagine what we ever did without that!
1428 Alice Street, Suite 200 | Oakland, CA 94612 | 510-625-0110 | www.axisdance.org