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Commonsense Social Media for Small Arts Organizations:     what the “social media mavens” won’t tell you         •psst… yo...
1. Make a skills inventory                          Do remember to include all your skills!Survey your organization’s staf...
2. Do have the confidence to run your own          social media campaign.The best social media campaign is grass-roots—jus...
3. Consider voice        Do listen to the tone of the media, but be        authentic.Social media is, well, social so adop...
4. Don’t delegate social media            to the internThey may be digitalnatives but do they havethe facts and tools tore...
5. Don’t turn your Artistic            Director into a sock puppetIf a post says it is from the AD, itshould be.You can he...
6. Do use more than one   social media outlet for newsConsider which social media is most relevantto you: consider tone, d...
7. Do be careful with auto-          linking postsThink before you link your media streams: whenin doubt, don’t connect! S...
8. Do buffer to maximize reachYou can use tools like http://www.bufferapp.comor http://hootsuite.com/ to buffer postings ...
9. Don’t automate!Auto-tweets of quotes and random messages area turn off and will not secure you a loyal and high-relevan...
10. Do engage your audience.         Social media is social. It is not         one-way           Take time to check for  ...
11. Do turn your colleagues             and competitors into             assetsArts organizations have been exchanging pro...
12. Don’t be a broken record.You wouldn’t invite a friend to aparty today, and tomorrow and thenext day, and the next…. R...
13. Introducing the #tagTagging is a way that people find relevant information ina sea of irrelevant news Create your own...
14. Getting startedReach out to your followers through existingchannels and invite them to connect Offer incentives for t...
15. Do have an evaluation planHave a plan to evaluate and put the tools in place Use Google Analytics or other tools to s...
16. Do remember the goalYou want to deepen the engagement of your existingaudienceYou want to increase attendance and fina...
So let’s get started.
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Commonsense social media for small arts organizations

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Commonsense social media for small arts organizations

  1. 1. Commonsense Social Media for Small Arts Organizations: what the “social media mavens” won’t tell you •psst… you really can do it yourself
  2. 2. 1. Make a skills inventory Do remember to include all your skills!Survey your organization’s staff, board, volunteers who are the best writers? who are already blogging, on facebook, on other social media? who are the photographers, videographers? who has design skills?You are artists, for Pete’s sake, you have all these skills in your organization!
  3. 3. 2. Do have the confidence to run your own social media campaign.The best social media campaign is grass-roots—just like you started your arts organization
  4. 4. 3. Consider voice Do listen to the tone of the media, but be authentic.Social media is, well, social so adopt aconversational toneTake time to listen to your followers and otherorganizations like your own. Find your voice intheir conversationsNote that various social media have their owntone
  5. 5. 4. Don’t delegate social media to the internThey may be digitalnatives but do they havethe facts and tools torepresent yourorganization?Being able to Facebook akeg party is not aqualification for bloggingyour arts season.
  6. 6. 5. Don’t turn your Artistic Director into a sock puppetIf a post says it is from the AD, itshould be.You can help by sending the ADquestions, or taping interviewsand turning these into posts.Assigning a staff member to writeunder the AD’s name isn’t fair toanyone.
  7. 7. 6. Do use more than one social media outlet for newsConsider which social media is most relevantto you: consider tone, demographics, format.Think of your chosen channels in terms ofsynergy, e.g.,  longer content in the blog (connect through FB & tweets)  videos on YouTube (shared to blog & facebook)  form a community on Facebook for event promotion  drive traffic to appropriate channels on Twitter
  8. 8. 7. Do be careful with auto- linking postsThink before you link your media streams: whenin doubt, don’t connect! Some advice: Link low frequency channels to high frequency channels but not the reverse Auto-tweeting your new YouTube videos makes sense Facebooking every tweet will turn off Facebook followers due to both style and frequency
  9. 9. 8. Do buffer to maximize reachYou can use tools like http://www.bufferapp.comor http://hootsuite.com/ to buffer postings space your important announcement over the day without boring your audience time your announcements to hit peak times for your audience, often after business hours economize on the time that staff/volunteers spend on social media
  10. 10. 9. Don’t automate!Auto-tweets of quotes and random messages area turn off and will not secure you a loyal and high-relevance audience.
  11. 11. 10. Do engage your audience. Social media is social. It is not one-way  Take time to check for comments and messages  Read your audience’s posts  Comment back  Share
  12. 12. 11. Do turn your colleagues and competitors into assetsArts organizations have been exchanging program bookinserts and advertising for decades. Use the samestrategy with social media. Share a colleague’s non-competing event with your followers. They’ll return the favour. Tweet about your colleague’s news. When they re-tweet, you’ll pick up followers. People searching for news of a competitor’s events will visit your stream if you post about them and sometimes add you to their “follow” list or like your Facebook page.
  13. 13. 12. Don’t be a broken record.You wouldn’t invite a friend to aparty today, and tomorrow and thenext day, and the next…. Remind your audience about events with new value-added content Share interesting news you’ve read on the internet relevant to your audience Don’t be afraid to share the occasional joke.
  14. 14. 13. Introducing the #tagTagging is a way that people find relevant information ina sea of irrelevant news Create your own twitter tag for core followers to find you Research what tags are commonly used by organizations like yours and use them when appropriate in blog posts and twitter hash tags Use local and community tags to help people find events that are close to them and invite re-tweets from community groups.
  15. 15. 14. Getting startedReach out to your followers through existingchannels and invite them to connect Offer incentives for them: discount codes, contests Share the benefits you hope to derive for the organization: saved money, greener operation, increased reach Consider investing in low-cost, short-term social media advertising Don’t get discouraged: growth is exponential
  16. 16. 15. Do have an evaluation planHave a plan to evaluate and put the tools in place Use Google Analytics or other tools to see what social media campaigns drove people to your website Ticket discount codes will indicate the success of social media campaigns on sales: vary codes on different social media to see what works best Set targets and evaluate strategies for increasing followers
  17. 17. 16. Do remember the goalYou want to deepen the engagement of your existingaudienceYou want to increase attendance and financialcontribution.You want to reach new audiences--while spending lessmoneyYou also want to be able to brag about how efficient andgreen your company is in achieving these goals.Thats pretty hot stuff so its worth some work, right?
  18. 18. So let’s get started.

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