Promoting the Arts with Social Media

Michael PowersJune 6, 2011

Michael PowersDirector of Web Services

Facebook 13,755 Fans

Twitter 961 Followers

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IUP on Social Media

• museyroom.com

• twitter.com/mjpowers

• www.slideshare.net/michaelpowers

• www.linkedin.com/in/mjpowers

On the Web

What I’ll Cover1. Strategy: Why Social Media?

2. Tactics: How to Do Social Media

About You0

Who are you?

How many of you usesocial media in your

personal life?

How many of you usesocial media for

professional reasons?

Strategy: WhySocial Media?

It’s 2011.Do you have to beon social media?

No, you don’t.

Yes, Social Media Is Big

Facebook More than 500,000,000 active users

Twitter 175,000,000 accounts

YouTube 390,000,000 visits per day

But Not Everyone Is Online

• You don’t have to do it.

• You don’t have to do every social network

• Social media is not free—it takes time. It can take a lot of time.

Since You’ll Probably Do It Anyway...

If You Do It, Figure Out• What you really want to do

• Who you need to talk to do that

• If those people are on social media

• Get people to events?

• Find gigs?

• Sell paintings?

• Get feedback/inspiration?

• Reach out to more people?

What Do You ReallyWant to Do?

You aren’t in the social media business

• How many?

• How much will each contribute?

• The 1,000 True Fan Theory:1,000 Fans × $100/year = $100,000

Who Do You Need to Talk To?

http://www.kk.org/thetechnium/archives/2008/03/1000_true_fans.php

Are They on Social Media?

Generations Online 2010:Summary of Findings

http://www.pewinternet.org/Infographics/2010/

Generations-2010-Summary.aspx

• You think your potential fans are on social media

• You think you have the time

• Go for it.

Tactics: How to Do Social Media

• You have a computer

• You are online

• You can make or have someone make a website

Some Assumptions

Preview of Part 2Foundation: Your Website

Blogging

YouTube

Facebook

Twitter

Other Services, What’s Next

Foundation: Your Website

• Where do people go when they Google you?

• Where do they go when they hear about you on Twitter?

• Where do they go to get your whole story?

• Where do people go when they Google you?

• Where do they go when they hear about you on Twitter?

• Where do they go to get your whole story?

Your Website

Hub and Spokes

Website

Facebook

Twitter

YouTube

Others

• Build one spoke at a time

• Learn one social network at a time

• Join and join in

Spokes

Every Network Is Different• Audiences have different goals

• News? Friends? Jobs? Learning? Entertainment?

• Social conventions are different:

• Twitter: share up to 22 times per day

• Facebook: share 0-1 times per day

For All Networks• Quality of relationships is often more

important than number of followers.

• What’s more valuable:

• 5,000 fans who have blocked your messages

• 1,000 who support you?

• You are making real relationships. It takes time and effort

• Don't just sell, sell, sell

• Share

• Offer something of value: create it or share what others do

Always Remember

Always Remember• Don’t become “spam” for your followers

• Post with the right frequency

• Converse: Talk and encourage conversation

• For second and later spokes: Use the same icon and username

Blogging

Blogging• A bit old school, but:

• Your blog can double as your website

• Blog posts give you something to share and talk about in other social media

But...• To blog effectively, you need to be able to write

things people want to read

• And you need to produce them regularly

If You Blog• Start with a free service, like Wordpress.com

• Find, follow, and read similar blogs

• Link to and interact with those blogs

• Allow and respond to comments

Example: Do the Math• Blog from Ethan Iverson,

pianist for jazz trio The Bad Plus

What He Does• Interviews with other musicians

• Analysis and criticism of music

• Responds to what similar blogs are doing

• Responds to comments from readers (monthly)

• No regular schedule, but 8-12 posts per month

YouTube

Why YouTube?• It’s free

• Makes it easy to get video on the web

• You can embed them on your own website

• They work on smart phones

• Give current fans something to share about you

• New fans can find you through your videos

• YouTube account is called a “channel”: it shows all of your uploaded videos

YouTube Basics

• Videos are limited to 10 minutes, 59 seconds

• Use iMovie or Windows Movie Maker

• Technical quality can be less than pro (but have good content)

• Don't violate copyright (YouTube notices copyrighted music)

• Fill out all the fields when you upload

YouTube Basics

• How to do things

• Previews

• Performances

• Events (you can create a slideshow of pictures)

What Videos Do You Make?

• United Breaks Guitars

• Summit of Awesome (on Vimeo)

Examples

Once you have them, use those videos in othersocial media venues

Facebook

Make a Page• Don’t use your own profile

• Don’t make a group

• Pages are meant for promotion:

• www.facebook.com/pages/create.php

• Profile• Limited to 5,000

friends

• Does not provide in depth stats

• Groups• Meant for sharing

amongst a group.

• Members get tons of (annoying) notifications

Why a Page?

• Fill out all the slots

• Your page name is permanent after you reach 100 fans

• You can choose a URL after 25 fans

• Add some pictures

Setting Up Your Page

• Your own content

• Performances

• Photographs (people can tag friends)

• Videos (including YouTube)

• Ask questions, answer questions

• Content people can use (how-tos can work great)

• What do people read? Check your stats

What to Post

• Event invites can be very insistent, so use with care

• If you would send a paper invite, go for it

• Use in addition to other means

• You can create events with your Facebook page, but invites come from you personally

What to Post: Events

• According to DanZarrella.com

• Post every other day

• Saturday is a good day to post

• So are mornings

• www.slideshare.net/HubSpot/the-science-of-timing

How Often to Post? When?

• According to DanZarrella.com

• Post every other day

• Saturday is a good day to post

• So are mornings

• www.slideshare.net/HubSpot/the-science-of-timing

How Often to Post? When?

See what works for you

• Mention it everywhere

• Website

• Print materials

• E-mails

• Could use paid ads, but I haven’t seen them to be very effective yet

Promote your page

• Posts about music, teaching, upcoming events

Ex. Keweenaw Family Music

Twitter

Twitter: Social Media Darling• The 140 character

limitation is somehow compelling

• It’s a bit of a secret language

• But—of 175,000,000 accounts, how many are active?

Set up your profile first• Twitter name (shorter is better)

• Location

• Website

• Bio: 160 chars

Start w/ Twitter on the Web• Follow people

• Getting followed

• Mentioning/replying

• Retweeting

• Hashtags

• Your own content

• Performances

• Photographs

• Videos (YouTube links)

• Ask questions, answer questions

• Content people can use

• Pictures

• Send out news & links

• OH: overheard

• #FollowFriday

• Repost things (on Twitter, things are gone in 5 minutes)

• Up to 22× per day

What to tweet

Ex: They Might Be Giants

What They Do• Converse with fans (a lot)

• Post videos

• Make announcements

• Twitter has good ones

• Tweet deck is popular

• Hootsuite is great for orgs

Get a Good Twitter App

• Have lots of accounts

• Share social media duties

• Preschedule things

• But—costs money

Hootsuite

Other Social Media

• MySpace

• Flickr

• Vimeo

• Tumblr

Similar to What We’ve Seen

• Who knows? But these might be interesting

• Foursquare

• Kickstarter

What’s Next?

Questions?

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