Impact of Social media
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Arts Council Silicon Valley
- Arts Council Silicon Valley<br />Becoming a Networked Arts Council:Effective Social Media Practice<br />
- Beth Kanter<br />http://www.bethkanter.org<br />
- Let’s find out about you…<br />What is your name, job? (Executive director, marketing director, audience development, education, operations, artistic director)<br />Three words about social media …<br />
- Survey Summary<br />Benefits<br /><ul><li> Good channel for reaching particular demographic
- Increase arts community engagement</li></ul>Challenges<br /><ul><li> How to integrate into our communications plan to achieve explicit goals
- Who is the audience?
- Keep content fresh and exciting
- Rely on integrity of each individual participating w/out top down critic
- Not to let the momentary excitement fade – launch and leave it
- Keeping it fun and informative
- Nice design</li></ul>Skepticism<br /><ul><li> Not worth the amount of time required – why add another channel</li></li></ul><li>The Media Landscape: Newspapers are disappearing like Cheshire cats<br />
- The internet and social media has not replaced/ displaced traditional media <br />but…<br />It is fundamentally changing the way people consume and interact with information<br />
- The “New” Information Ecology<br />Local TV news (78%)<br />National TV news (73%)<br />Print national newspaper (17%)<br />Internet (61%)<br />Print local newspaper (50%)<br />Radio (54%)<br />Menu of Choices for News on a Typical Day<br />
- With my friends<br />How people are getting info to make decisions<br />
- What we’re going to cover today ….<br />Part 1: Networked Nonprofits: The Big Picture<br />Part 2: Capacity and Culture Change, ROI<br />Part 3: Discussion: Staff Survey<br />
- What is a Networked Nonprofit?<br />
- Why become a Networked Nonprofit?<br />
- Networks reduce the burden and leverage resources<br />
- The Networked Nonprofit <br />
- In a networked world, nonprofits need to work less like this<br />Source: David Armano The Micro-Sociology of Networks<br />
- And more like this ….<br />Some nonprofits are born this way, others have to make the transition … slowly ..<br />With apologies to David Armano for hacking his visual! Source: The Micro-Sociology of Networks<br />
- You want me to start blogging too? <br /> From scarcity to abundance …<br />
- Simplicity: Leverage your networks ..<br />
- Objective: Connect CA UW members with one another<br />
- Exploring the Relationship<br />Are you even listening to me?<br />How well do I really know you?<br />Do we have anything in common?<br />Opera San Jose, 2010 (Creative Commons Attribution-NonCommercial-ShareAlike)<br />
- Listening Experiment<br />Listening Tactics<br />Google Alert Keywords:<br /><ul><li> Frameline
- Frameline34 OR San Francisco International LGBT Film Festival
- gay OR lesbian OR bisexual OR transgender OR LGBT OR queer film
- "Youth In Motion"</li></ul>Examples of Blogs Followed:<br /><ul><li> IndieWire
- Towleroad
- GLAAD Blog</li></li></ul><li>Listening Experiment<br />What We “Heard”<br />News articles about specific festival films<br />Filmmakers posting about their own films<br />
- Listening Experiment<br />What We “Heard” (continued)<br />Articles about LGBT films, celebrities, etc.<br />News articles about the festival<br />
- Listening Experiment<br />How We’ve Used This Information<br /><ul><li> Tracked press clippings
- Reposted articles on E-News, Facebook, and Twitter
- Created blog: http://blog.frameline.org
- Engaged more with friends & followers</li></li></ul><li>The more social-media-savvy organizational partners, the better for SFGC social media content!<br />
- Who is going to do the work?<br />
- A quick scan of your social media ant trails …<br />
- The Intern will be taken seriously, given real work to do, be respected for their opinion, and will be patiently taught the things they don’t yet know.<br />
- Don’t do this to your intern (or staff) ….<br />
- The perfect intern might be already be in your network<br />
- Social Culture<br />
- Loss of control over their branding and marketing messages<br />Dealing with negative comments<br />Addressing personality versus organizational voice (trusting employees)<br />Make mistakes<br />Make senior staff too accessible<br />Perception of wasted of time and resources <br />Suffering from information overload already, this will cause more<br />
- How do arts people get comfortable with social media? <br />
- The San Francisco Gay Men’s Chorus<br />
- Leaders Experience Personal Use<br />
- Codifying A Social Culture: Policy<br /><ul><li> Encouragement and support
- Why policy is needed
- Cases when it will be used, distributed
- Oversight, notifications, and legal implications
- Guidelines
- Identity and transparency
- Responsibility
- Confidentiality
- Judgment and common sense
- Best practices
- Tone
- Expertise
- Respect
- Quality
- Additional resources
- Training
- Operational Guidelines
- Escalation
- Policy examples available at wiki.altimetergroup.com</li></ul>Source: Charlene Li, Altimeter Group<br />
- Part 3: Return on Insight, Return on Investment<br />
- Networked Nonprofits approach Social Media likeThomas Edison inventing the storage battery<br />
- Social Media ROI: Insight, Interaction, Investment and Impact<br />Impact<br />Investment<br />$<br />Return<br />Interaction<br />Insight<br />Number of Months Using listen, learn, and adapt<br />
- Survey Summary<br />Benefits<br /><ul><li> Good channel for reaching particular demographic
- Increase arts community engagement</li></ul>Challenges<br /><ul><li> How to integrate into our communications plan to achieve explicit goals
- Who is the audience?
- Keep content fresh and exciting
- Rely on integrity of each individual participating w/out top down critic
- Not to let the momentary excitement fade – launch and leave it
- Keeping it fun and informative
- Nice design</li></ul>Skepticism<br /><ul><li> Not worth the amount of time required – why add another channel</li></li></ul><li>Principles<br /><ul><li>Alignment: Social media strategy supports program or communications objectives
- Listen: Uses listening and responding techniques to develop a deep understanding of the audience
- Engage: Uses conversation starters to engage audience
- Relationships: Builds relationships with influencers on social media spaces
- Integrated: Integrate and cross distribute content across social media channels
- Bridge:Uses social media to close the gap between online/offline
- Capacity: Allocates time and has the capacity to implement
- Learn: Launches small pilots and revises using the right metrics to understand what is and what isn’t working</li>
