Is your social media strategy consistent with your institutional messaging and branding? Are you integrating social media as part of broader communications goals and objectives? What is the story that you’re trying to tell about yourself? How can social media help you further that story?
Review your Facebook Insights to understand what kinds of posts are clicked through or shared the most. With Twitter, see how often you are retweeted and what kinds of content seem to be shared. How often are your videos watched on YouTube?
This is not about you, it’s about a passion point – and that passion is the contemporary dance, dance and art in generalBoth online and offline..
What did you think of the performances? Ask people to recall a performance that moved them, a dancer that gives them goose bumps. Post a poll so you can see what people are thinking. Let them be part of the process. When you post on Facebook, think about the subject. Keep it short. Make it interesting. Find the hook and hook them in!
Social Media and Contemporary Dance
SOCIAL MEDIA AND for the ChimeraCONTEMPORARY DANCE Project
Internet and mobile-based TOOLS used forsharing and discussing information with people across space and time.
THE IMPORTANCE OF STRATEGY Goals and objectives What are your goals and objectives? To gain support for the Chimera Project and for contemporary dance, in general To increase sales for shows Target audience Who are you trying to reach? Research what social networking site they are most active on and participate there Time and resources How much time/resources can you devote to this? Assess which platforms you can realistically commit to on a regular basis. Whoever takes charge of your social media needs to know your brand inside and out. You really must maintain a consistent voice.
THE IMPORTANCE OF STRATEGY Online and of fline integration Streamline all your communication initiatives online and offline Include the relevant social media icons on all your promotional materials: posters, personal email footers, website, newsletters, and even in your face to face conversations Measurement and evaluation Set measurable goals and review your efforts Look at analytics to see what kind of posts or tweets are garnering the most responses or shares Assess what’s working or not and reiterate
Continue and extend the conversationsthat you have in your of flinecommunity events to the online space. • Multigenerational workshops • Matinee shows for high school students • Company B • Pre- and post-show Q&A • Artist chats
BUILD RELATIONSHIPSAND ENGAGE WITH YOUR AUDIENCE • Respond to questions or mentions • Start conversations by asking questions about the performance • Say thank you
DISPLAY YOUR EXPERTISE INCONTEMPORARY DANCE• Become a resource for contemporary dance lovers• Engage in dance-related conversation online. On Twitter, for instance, follow the hashtags #dance or #contemporarydance• Share simple dance moves on YouTube• Link to other artists and dance companies that inspire you
MAKE YOUR FOLLOWERS FEEL LIKE INSIDERSAllow them to see the other side of the stage
CREATE VIDEOS • Of rehearsals • Of the backstage • Of interviews with choreographers and dancers• Of show previews to generate buzz and drive up intrigue
TELL A STORY• Use social media to complement the story of your dance. This is an opportunity to give more nuance to your story.• Do something creative in an entirely new medium! Approach social media the way you would in all your creative processes.
OFFER INCENTIVES This can be as simple as two free tickets to ashow, an opportunity to meet the dancers, or an invitation to rehearsals
SOCIAL MEDIA IS AN EXTENSION OF YOUR ART What do you want the world to know about your organization that they can’t find out simply by attending a performance? This is an opportunity to share an authentic experience of your brand. Remember that it doesn’t always have to be about you. Cultivate a community that gathers around a passion point – that’s contemporary dance! Celebrate your field, not just to your own work!
SOCIAL MEDIA AND for the ChimeraCONTEMPORARY DANCE Project Justine Abigail Yu Communications and Social Media Strategist www.justineabigail.com justine.abigail@gmail .com @justineabigail