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Finding your  online voice.
Maryann Devine
3 kinds of contexts
Context: 1. other arts people/orgs 2. your other communications  3. online community
Your voice is unique.
 
 
 
 
 
 
Your organization’s voice should be unique, too.
 
Who are you?
If your organization  were a person,  who would it be?
[object Object],[object Object],[object Object],[object Object],[object Object]
Boston Lyric Opera
Boston Lyric Opera
Boston Lyric Opera
Your online voice.
 
People don’t read online. They scan.
[object Object],[object Object],[object Object]
 
Your  social media  voice.
Listening.
 
Online or offline: it’s still  your  voice.
 
How we sometimes  use Twitter and  Facebook:
 
[object Object]
[object Object]
[object Object]
@ palmbeachopera
 
Wrapping it up.
 
Listen. Listen some more.
Don’t use social media to shout –  Be human.
 
Thank you!
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object]

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Finding Your Voice

Editor's Notes

  1. Just like you’d never mistake Humphrey Bogart’s voice for Carol Channings …
  2. Or Richard Pryor’s
  3. Or Andy Warhol’s
  4. Or julia Child’s
  5. Or Morgan Freeman’s
  6. It helps you stand out from the crowd.
  7. So that begs the question, who are you? Who are you as an organization? If you were a person, how would you describe that person? If you were a character in an opera, who would that be?
  8. How do you speak?
  9. In fact, many organizations still take their brochure or ad copy and just put it online without thinking about how people actually use the web.
  10. What works online
  11. Page from Smithsonian’s giving page. Took brochure copy and broke it down to something scannable.
  12. Whether you’re joining a forum, commenting on a relevant blog, blogging yourself, using twitter or facebook, Step 1 is listening. So is Step 2. Listen until you have a feel for what’s appropriate to post, what’s the appropriate tone.
  13. It’s a cliché to say that when you’re using social media, you’re having a conversation, but it’s true. It’s important to remember that.
  14. The academy of vocal arts, where I used to work – do a great job at making their blog conversational and giving patrons what they want – other than one-on-one conversation, they can’t get this dirt any other way.
  15. On twitter and facebook, we often use these tools as tiny advertising streams.
  16. On facebook, people are imagining a conversation with friends. On twitter, it’s like a party or a bar – no one is there to read advertising.
  17. Imagine if you barged into a conversation at a party with this.
  18. Imagine coming up to people at a party, with “DINNER AT MY HOUSE NEXT WEEK! SPACE STILL AVAILABLE! TOTALLY FREE!”
  19. To be fair, Palm Beach Opera has their share of advertising-as-twitter, but they also show their human side and I always enjoy talking to them.
  20. It helps you stand out from the crowd.
  21. Whether you’re joining a forum, commenting on a relevant blog, blogging yourself, using twitter or facebook, Step 1 is listening. So is Step 2. Listen until you have a feel for what’s appropriate to post, what’s the appropriate tone.
  22. On twitter and facebook, we often use these tools as tiny advertising streams.