SAN FRANCISCO GIRLS CHORUS
EXPERIMENT TYPE: LISTENING
1. Objective, Audience, and Integration With Marketing Goals
Objectives: Brand monitoring, finding influencers
Facebook: Alumnae, parents, choristers, and their friends and family
Twitter: Classical music influencers
Melanie’s blog: Facebook and Twitter audiences combined
Foursquare: Tenants and users of the building
Marketing goals: Assess response to ongoing social media campaign.
2. What were some tactics you used?
We monitored our keywords on all of the following:
Each was cross-linked and promoted on Facebook, the center of social media activity for SFGC.
3. What were the results?
Mostly neutral mentions – repostings of our calendar listings.
Uncovered unauthorized video content through Social Mention
Blogs: Mentions on blogs written by members of our internal community, a few arts blogs
Radio web mentions on FB and TW
Organizational partners mentioning SFGC in their social media.
4. If you were to do this all over again, what would you do differently?
Incorporate a task about interactivity best practices, insuring more and better exchanges with constituents.
5. What was your big ah Ha or insight that you’ll use in your next social media strategy?
1. Reviewing the long-term Facebook response, we saw a big spike in interactivity in March. This is the month of
many links related to our Gala concert and our Level III/IV Fundraiser. We concluded that the content associated
with these events is what interests our Facebook audience the most.
Many links to follow
Many organizational partners
Glamorous content like wineries, auction items, etc.
Video of larger Chorus School levels (III and IV) with corresponding large numbers of friends and family
2. The more social-media-savvy organizational partners, the better for SFGC social media content.