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In the modern world of millions of people vying for your attention, it’s not your presentation; it’s your con-nection to your community that’s important. This is where social media comes in. Social media offers invalu-able tools in accessing the hearts as well as the minds of your participants. To people bombarded everyday with ‘brand’, it’s the human touch of organisations that gets your interest and loyalty. Put more simply,social media tools aren’t about you; they’re about the people you want to speak with.Need more convincing? Here’s how social media can help you:
Complete the picture:
By providing people with access to the personal and day-to-day side of your organi-sation, think of it as a backstage tour of your organisation.
Break down the barriers:
Help to break down the perceived inaccessibility of the arts. Showing the processas well as the finished piece, means that your communities can get/feel involved in the whole artistic pro-cess. Social media allows an immediate and personal view into your company and it’s projects.Collaborate: Social media can help you make connections to people and groups you might never haveotherwise encountered, it can garner immediate responses to questions, act as an instant audience-survey,“The show begins at the moment you first hear about it”@untheatre atShift Happens June 29th 2009
“It’s critical that artists are engaged with the digital world, not just formarketing, but to ask difficult, big questions of it”@wethink at Shift HappensJune 30th 2009
NB. Any geeky jargon you may come across will be explained at the end of the document.
Social Media for AudienceDevelopment & Community Building
Nov 09
The moment you have a community, you have participants, not observers.People. Not bums on seats.
Audience Development
Why Social Media? If you’re using social media properly your audience is yourcommunity, social media is about communication, and community building.
How to... Social Media for Audience Development & Community Building
Community Building
is
developing your audience.
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it helps you see into other people’s worlds in the same way they can accessyours. It connects you to people all across the country... all across the world.
It can help get your art ‘out there’:
Social media is an active pastime, the peo-ple who get the most out of it listen as much as they speak – they participate.The personal nature of social media means that these people are more likely toactively support you and your work.
Social Media for AudienceDevelopment & Community Building
Nov 09
Types of Social Media
coming next. Know that everyone makes mistakes, just as everyone sometimes stumbles overtheir words. If you are not making mistakes you are not pushing hard enough.This is not a new way of communicating.
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This is just communication, through a different medium. It’s just talking. As you’d talk, laugh, and
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converse in real life, you do so online. Don’t try and view it as a different language, engage withit using your own. Be yourself.There are three main types of content that you’re going to be producing in the online world:Front FacingReal-timeAudio/video/imagesOf course, all of them will cross pollinate.
How to... Social Media for Audience Development & Community Building
So where to begin? A lot of social media can seem out of reach, confusing, ordifficult at first glance. I will be offering you a basic toolkit here, of both physi-cal kit, and social media tools, but much more important is to knock a couple of common misconceptions on the head:There are no experts.
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There’s just us. All of us. Learning as we go. These tools are all so
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new, and there’s always something else on the horizon, because of this the only way to learn how to use them is to use them yourself,become your own expert, and connect to people who know what’s
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AudienceDevelopment Types of SocialMedia Basic Kit RecommendationsCase Study6And finally,a few last tips8Glossary9512
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Front facing
Your website and your blog.Posterous,Wordpress, Blogger.
Your front-facing media is the main landing page when someone searchesfor you – this is where you will collate the best of your social media activities,and where you will publish the more traditional marketing, event and companyinformation. It is essential that you keep this space active, and interactive, that’swhere a blog comes in.
Wordpress
and
Blogger
are popular and easy to edit blog hosts, allowing youto add widgets, postupdates, allow people to subscribe to your RSS Feed and more.
Posterous
is a super-simple blogging platform which allows you to post almostanything via email, meaning that they deal with all the media and other contentthat you want to attach.
Real-time
Twitter,Facebookstatus updates,Twitvid, Twitpic,12 seconds.
Currently, almost all mainstream social media is geared to link up with twitter –the simple, short and easy way of sharing your real-time exploits online.
Social Media for AudienceDevelopment & Community Building
Nov 09
Twitter
is your main tool with regards to immediacy, and behind the scenes access to your community. Foran in depth guide to why you should be using twitter, along with a guide to the jargon, programs and differ-ent tones you can cultivate, have a look atHannah Nicklin’s guide toTwitter for Arts Organisations, on the
AmbITion website.What can be a little more challenging as an organisation new to Twitter is cultivating your presence andcommunity, before you have people to talk to you will be tweeting into what feels like the dark, and youneed to make sure you don’t fall into the bad habit of only pushing front facing style communication. Keeptalking to people, asking questions, and sharing other people’s information as much as possible.
Facebook
status updates can be used in a similar way to twitter, although try not to replicate information,you want people to feel as though they’re discovering more about you as they explore your digital footprint,not digging up all of the same information.
TwitPic
and
Twitvid
are very simple ways of uploading images and video and sharing them via twitter –
How to... Social Media for Audience Development & Community Building
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