A few Do's and Don't's about Social Media for artists and small arts orgs
Do remember to include in your plan all your skills that are relevant to a successful social media campaign
You've been talking to your supporters, colleagues and audience for a long time and you know them and their interests better than anyone. You also are skilled at reaching out to them creatively and inexpensively. For pete's sake, you are artists! Those skills will be key in making your social media campaign a success!
Don't be phony in your social media voice
Social media is ... well... social. It's got a tone like talking to your neighbours about your work today. Your neighbours and friends will be delighted to hear your voice saying "here's what we've been working at in the studio today" in your own voice. Having that voice delegated to someone outside your company will feel phony and insulting to them. If it feels like a trick in social media, people turn off.
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.
Don't feel you have to spend big bucks on a social marketing professional
No social media "guru" knows your art and your audience like you and your staff do. So what if they have 2,000 Twitter followers, are they relevant to you, or just other social media gurus all jabbering to each other with re-cycled tweets and links?
Do take the time to blog yourself
I know you don't have the time, but you know the best blog-posts are short ones. Here's some good tricks. A photo is worth 1,000 words. Snap photos with your cellphone or digital camera and post to your blog with a small comment. Tumblr is a great platform for quickie bloggers. If you are more of a talker than a writer, make brief voice recordings and ask someone to transpose them as blog posts. Or, make a time to sit down once a week with someone in your organization who does like to write and give him or her a list of things to interview you on. Or just have a chat and record it. A 30-60 minute meeting about what's going on with the company right now should yield a week's worth of blog posts that can be timed for daily release.
Don't let a staff member turn the Artistic Director into a sock puppet
If a post is listed as being from the Music Director or AD, it really should be that person's words. To charge a staff person to write on your behalf without input or approval isn't fair to them or you.
Do make meaningful connections with colleagues and organizations with common-cause.
Guest write for your colleague's blog and share your posts with organizations that will be interested for example your post on set-construction with an umbrella theatre organization or your post on financial planning with an arts administration website. Ask your colleagues to post to your sites. Include the news from other organizations in your tweets and Facebook updates.
Don't be territorial in social media
If all you tout in your blog, facebook page or twitter stream is your own news, you will be preaching to the choir instead of reaching new audiences.
Do listen to your followers and engage with them
Social media is social, so a part of every social media campaign should be to spend a little time reading what your followers are saying: about you, about other arts organizations, and about things in general. Comment, re-tweet, and thank them for their favorable mentions of your organization.
Don't be a broken record
You wouldn't invite your neighbour to a party and then invite them again, and again, and again, using the same message, would you? So invite and follow-up in social media much as you would in other media.
Do use more than one social media that is relevant to your company
As a suggestion, pick one blog platform to share your news in greater length than a twitter post or Facebook update allows. Create a Facebook group for your followers to publicize events. Use a photo site like Flickr or Picasa to host photos & slideshows and a video site like YouTube for video snippets. You may or may not find the social aspect of the photo & video sites useful. But embedding photos in blogs and Facebook posts enlivens them. Finally use Twitter to connect followers in short news bursts to your content in blogs and Facebook. As you develop your social media campaign you will find other tools to use, but no one tool will make effective use of your social media time or effectively distribute your news.
Don't get too enthusiastic about linking and automating your social media messages
As we've seen different social media platforms have different uses and formats. A 140 character twitter post sounds brief and possibly rude when repeated on Facebook, so be thoughtful about linking media. Auto welcoming followers used to be recommended but has become so prevalent that many people regard this as spam and will unfollow anyone who uses the tools. Services that spam followers with auto quotes are fairly universally despised and will lose you followers.
Do use buffer apps to time distribute your posts.
You may want to do all your social media posts at one time of day and all your blog posts one day a week, but many posts at one time will bore your audience and also not reach some potential followers. Twitter streams are one place where people only are likely to see the posts made in the last hour, so use a buffer to send your tweets over the day (twitter is probably the only social media where you can repeat a key message like an event reminder). Facebook posts can also be spaced through the day. (I use http://bufferapp.com ) and you can choose whether blog posts will be published now or at a future date.
Do remember that the message of your company is important
Probably only the artistic director and/or senior management can really articulate key messages about projects, mission and artistic direction of the company. Identify the person or people within your company who will craft the social media messages. Make sure everyone is comfortable with the plan and will follow-through.
Don't give the social media job to the intern
The intern may be able to Facebook up a storm about their keg stand at the party last night but that doesn't mean they know how to tell your story to your key audience. Interns can help but don't leave them in charge of the process or be prepared to accept the results.
Do use your grassroots skills in building up your number of followers
Hey you built your mailing list & email list from 0 to thousands, right? How? By asking people who visited your website to join the mailing list right? By capturing Box Office data, by asking people to enter contests and by asking people to save money, save the trees by signing onto your email list instead. When you have events, that's the time to ask people to join your Facebook group or follow you on twitter. Make it easy with slips of paper they can take away, inserted in programs or available in the lobby on info tables.
Don't get greedy
Don't try to build followers by following hundreds of random individuals. They won't stay and aren't relevant to your success. In the worst case scenario you could lose your account through being listed as a spammer. Having 100 followers who actually come to your events is better than having 3000 followers with only 25 actually coming to your events.
Do give incentives
You know how to do this! Give potential social media contacts incentives by running contests for free tickets or other goodies available only to Twitter followers or Facebook Friends (but don't make these goodies valuable enough to annoy other contacts).
Do evaluate your social media plan
How are you doing? Did you sell out a show using just Facebook? Are you getting more re-tweets of your news? How many lists is your twitter stream on? How many mentions did you get on Twitter last month? How many blog visitors have you logged (Google analytics or site-tracker have good tools).
Don't get discouraged if you don't see results right away
A good social media campaign is not going to happen over-night for most of us. It is slogging work like building a mailing list. If you are not seeing results after a few months you may need to fine-tune your plan, discover why your blog posts and updates are not engaging & growing your audience.
Do remember the goal
You want to deepen the engagement of your existing audience with your company so that they will be more likely to support you by increased attendance and financial contribution. Plus, you want to reach new audiences-- while spending less money on advertising and postage. You also want to be able to brag about how efficient and green your company is in achieving these goals.
That's pretty hot stuff so it's worth some work, right?