The document discusses ways for arts organizations to measure the value of social media. It provides examples of metrics that arts organizations can track on various social media platforms like Facebook, Twitter, YouTube, and Tumblr to analyze engagement, reach, and ROI. These include followers, likes, shares, comments, click-through rates from social media posts to websites, and demographic data of social media audiences. The document also offers tips for arts organizations on using social media effectively, such as posting frequently, engaging with audiences, following popular hashtags, and using social media to enhance real-world experiences.

1. Measuring the Value of
Social Media to
Arts Organizations
http://www.flickr.com/photos/crankymermaid/

2. What’s the ROI?

3. Do you measure the ROI of...
docents
staying open greeting your post show
for 1 additional hour visitors discussions
co-productions newspaper
advertising posters
(including staff time) displayed in different
in-kind
neighborhoods
sponsorships
number of staff
at your box office social press release
concessions
or merchandise media email (by
by item word count)
subscription a
campaigns (by hour) customer’s
annual gala benefits offered
lifetime value
(including staff time) to your staff

4. How many people buy a
ticket standing in front
of a street poster?

5. Direct
Link
A,ribu/on
click
thru
rate
bit.ly/GoogleURLBuilder
segmented
link

6. Longitudinal
Study
Season
1 Season
2
$ $$$
$$$

7. Median
Arts
Org
is
Ac/ve
on
3
Social
Networks
207
arts
organiza/ons
April
2011
7

8. Facebook
&
Twi,er
are
by
far
the
largest
networks
207
arts
organiza/ons
April
2011
8

9. Arts
Orgs
are
more
frequent
users
of
Twi,er
207
arts
organiza/ons
April
2011
9

10. Size
Ma,ers
on
Facebook
&
Twi,er
$1M+ $500k-$1M $100k-500k < $100k $1M+ $500k-$1M $100k-500k < $100k
400
off
Broadway
theatres
October
2010

11. Arts
Fes/vals
do
par/cularly
well
on
Facebook
207
arts
organiza/ons
April
2011

12. Arts
Service
Orgs
do
par/cularly
well
on
Twi,er
207
arts
organiza/ons
April
2011

13. Post
as
oWen
as
your
audience
is
online
&
you
have
something
to
say
207
arts
organiza/ons
April
2011

14. More uploads More views on YouTube
207
arts
organiza/ons
April
2011

15. Don’t
duplicate
content
Links
to Doesn’t
link
to Links
to
Facebook Doesn’t
link
to
Facebook
207
arts
organiza/ons
April
2011

16. How
should
you
spend
your
/me?
Let’s
assume
you
have
a
Facebook
Page
updated
daily
&
YouTube
channel
updated
monthly
Learn
Post
&
Listen Measure about
Create Report Total
Respond
social
20
min.
10
min.
post
FB
scan
Google
update,
Daily 30
min.
alerts
&
social
respond
to
men/on public
men/ons
30
min.
30
min.
Pick
3
metrics,
Scan
your
Weekly 3.5
hrs.
save
them
in
Google
Reader
excel
doc feed
3
hrs.
10
hrs. Summarize
Monthly Edit
YouTube
findings,
27
hrs.
video
&
upload decide
what
to
change,
report
16

17. In
the
Beginning,
Focus
on
Just
ONE
Network
17

18. Post Signage

19. Ask Questions

20. Follow
the
Eyeballs
20

21. Do
Something
Meaningful
with
Your
Crowd
21

22. Ques/ons?

23. What
are
you
looking
for
in
Facebook
Insights?
23

24. How
can
you
measure
Twi,er?
Look for outliers
Look for spikes Look for influencers
Look for engagement

25. How
to
measure
a
Twi,er
campaign?
raw data people timing content

26. Gives you some
measure of
impressions
How similar are
these
demographics to
your audience?

27. What
to
measure
in
YouTube
Analy/cs

28. How
to
measure
Tumblr