A look at a possible framework for building a social media strategy. Best practices and tips are shared on particular social media types and platforms.

1. Social Media and Social Networks:From Experiment to Strategy August 29, 2009Boston, Massachusetts David Dombrosky Center for Arts Management and Technology

2. Who Is This Guy? Short-sighted Futurist Executive Director Q U E E R Listener Accidental Techie Blogger Tweeter Advocate Communicator Strategic Marketer NOT AN EXPERT

3. EXPERT

4. Opening Questions

5. Social Media and Social Networks Are Tools Tools are only as good as their users Learn how to use them effectively Watch how others use them Practice before going pro Envision success so you can achieve it Maximize your use of each tool Why use 5 tools if 1 will suffice? Will combining tools = progress or split-focus? Respect your capacity!

6. Social Media Landscape

7. Levels of User Engagement Curators Moderate a forum Edit a wiki

8. Social Media Strategy Framework

9. The Question of Who? Who should maintain your organization’s digital identity? Executive staff? Marketing department? Younger staff members? Interns? Artists?

10. Tips for Monitoring Set up comprehensive Google Alerts Set up a feed reader with relevant blogs and new feeds Use Twitter Search to follow hashtags and keywords in Twitterstreams

11. Tips for Measuring Use URL shorteners like http://bit.ly These services track the number of clicks. If you post a link on multiple social media sites, associate a unique short URL with each site. This can help you to determine variances in your community members across sites.

12. Tips for Measuring Get addicted to Google Analytics Tracks top referral sites – including social media Number of unique visits Average amount of time per visit Bounce Rate Can help you develop metric benchmarks for envisioning success

13. Best Practices: Sharing Add “Share This” widgets to your website

14. Best Practices: Sharing Consider creating your own widgets that your constituents or visitors can share on their own sites and pages

15. Best Practices: Sharing Share the content of others Share your own content across platforms

16. Best Practices: RSS Make sure your content has an RSS feed Share your RSS feed with your site visitors, social network friends, etc. Use RSS feeds to help streamline your social media workflow.

17. Best Practices: Blogging Pick an interesting voice Use the <!--more--> code when you go over 250 – 300 words Maximize outbound links Set outbound links to be opened in a new window Invite and encourage conversation

18. Best Practices: YouTube Get a nonprofit channel Tag your videos with keywords Embed videos in your blog and website Engage commenters Think about Kick-ing it

19. Best Practices: Facebook The World of Facebook Profiles are for People Get a Page, Get Some Fans Use Groups for Controlled Membership Use Events to Generate Attendance Causes: Donations or Visibility? The Growing Power of Ads

20. Best Practices: Twitter 70 – 20 – 10 Engagement Model 70% - Sharing others voices, opinions, and tools 20% - Responding, connecting, collaboration, and co-creating with like-minded Twitter colleagues 10% - Promoting and/or chit-chatting

21. Best Practices: Twitter Help yourself with tools Tools for managing the voicesTweetdeck, Tweetie, etc. Tools for productivitySocialOoomph Tools for recommending you and othersMrTweet Look for tools. Don’t assume their non-existence.

22. Should You Build Your Own Social Network? 2009 Nonprofit Social Network Survey Report – 30.6% of responding nonprofits had their own social network Why would you want to create your own? Ning, GroupSite, SocialGo White Label Social Network Platforms Chart from TechCrunch

23. RESOURCES Nonprofit Technology Network Idealware.org Mashable Center for Arts Management and Technology: camt.artsnet.org - products, services www.TechnologyInTheArts.org – blog, podcast, webinars, professional development, consulting, resource list