Business of Art: Cabrillo College Extension

Social Media for artists: Joining conversations

Susan Tenby, Director of Online Community and Social Media

@SUZBOOP on Twitter

GOAL: Creating Community Evangelists

December 2, 2011

Susan Tenby, Director of Online Community and Social Media

@SUZBOOP on Twitter

• Connect with your community to each other while amplifying the messages and missions of this community

• Amplify the message of a variety of partners, including artists, curators, gallery owners

• Document and Showcase

• Curate

What We Do

We aim to build community both internally and externally and weave strong networks

We aim to build community both internally and externally and weave strong networks

… not necessarily in that order

Sharing Listening Documenting your process & progess Serendipitous Community Building Joining Collaborative Curation Communities Following examples of experts Tag Sniffing Facebook Twitter

AGENDA…

CHOOSE YOUR NAME CAREFULLY• Choose FB Page name carefully; it becomes permanent

after 100 “likes” • Your name should be a consistent brand across all

networks• It shouldn’t be too long, as twitter is only 140 characters• It should be memorable and not easily

confused/mispelled• It will become your identity, so be strategic for SEO

reasons

ARTIST BLOGS

• A blog can help you sell your work

• Gives you something to point to• Better image framing• A longstanding archive• Opt-in subscription• Sharing

DOING IT WELL: SIMPLE BUT EFFECTIVE

OPTIMIZING SHARING IS THE POINT!• Configure Tweetthis module to @mention yr org, not the tool’s name

• Create a list of friendly tweeters to DM & help u spread word• Use hashtags to broaden yr audience

• You can tag people, places, and pages in anything you share. You can also tag people in the text of FB posts or comments by using the @ symbol before typing

• Make Facebook sharing easy and configurable for yr fans• Spend time; look at how each share is displayed in each

network• Use local language of each tool (no hashtags on FB)• Make tweets/URL short enough to have others RT and MT

TWITTER

Share announcements and mentions of youShare announcements and mentions of youTwilertsGoogle alertsHootsuite

Join the conversationJoin the conversationTweetchatsHashtags

Amplify/RTAmplify/RT

Find your peepsFind your peeps

Keep it realKeep it real_______________2- Way ConversationKeeps you currentKeeps you as AuthorityFeedback LoopSpread word abt youCOMMUNITY

Twitter account branding: Think abt it!

Carefully name your account & Fill out/update your bio with campaign info. Show people!

Find your peeps through hashtags, twitter lists, Listorius & Twellow

Best Practices Rules:• 80/20 rule; it’s not all about you • Post daily; schedule updates• Don’t be a marketing robot• Talk with people, not at people • Vary content: text, video, images• Don’t auto-link your Facebook

account to your Twitter or your blog

• Reciprocate, engage, share

USE TWITTER TO JOIN CONVERSATION & MEET PEOPLE

• Let them know you’re listening by @mentions

• Broaden conversation via #hashtags

• Always give link to amplify

What makes this good?

Not overly self-promotionalgood balance of pointing to others

balanced tone/ humorElegant promotion of work

What makes this good?

Engaging lead-in w/questionSent from hootsuiteNOTE: 9 RT, 7 Faves

Why do they suck?

Don’t Tweet Like CHER.

• Don’t tweet like Cher• Don’t make up

#uselesshashtags• Don’t spam via DM• Don’t call yourself a

rockstar or guru• Don’t put an emoticon or

exclamation mark after every tweet

• Don’t be self-referential in all your tweets

• Track click-thru using Bit.ly & do what works

• If yr going to RT something, READ IT first

GET LISTED: TWITTER LISTS

FACEBOOK PAGES: Document YOU

Show your interests by setting which Pages show up as “Featured” likes on the left hand side of your profile (add ArtSpan, SOMArts, your studio space, the pages of causes or orgs.)

Add your personal profile as Featured Page owner so people can find your personal profile and message you

Once you have a personal profile, visit facebook.com/pages/create.php

Skip “invite friends” step until your page is populated with content

After 25 “likes” visit facebook.com/username to set up your permanent “vanity URL”

Personal Profiles

• Friend limit: 5K• Public or private• Not SEO friendly• Friend requests require

approval• Person to person

messaging • May not promote sale of

your work

Pages• Unlimited friends/fans• Public • SEO friendly• No barrier to “like” • Offers Apps• Can only comment on your

Page and other Pages• Better website integration

Profiles vs. Pages

Show Behind the Scenes Exclusives

VIDEO: #CHEN Graffiti Time-lapse

KEEP IT OPEN, LIVELY, PERSONAL

• Find your network • Engage with them• BE RESPONSIVE• Keep it fresh• Exclusive value• Showcase images well• Connect by tagging• Hold campaigns• Link back to yr blog

ARTISTS USING SOCIAL MEDIA TO:

•promote themselves and their work by announcing opportunity for audiences to engage with his work (group and solo exhibitions, art fairs, special projects, publications featuring his work, etc.)•Documenting the inside story: a "virtual studio" via Pinterest where visitors can see what they are looking at and thinking about (the images, films, music, etc that informs their sensibilities and (directly / indirectly) influences their work

Don’t be overly self-promotional

Keep balance of life, observations, responses &amplification

Clearly drive ppl to yr blog & give them a way to opt-in/subscribe and share on every page

• Creates virtual tours, online exhibitions, in-progress videos for YouTube

• Has a custom landing page & email sign-up app

• Updates 1-3 times a day about his work, life in SF, and the work of friends

• Researches and engages with his fans

• Runs campaigns

• Integration with other social media tools

Uses EtsyStore app • Exclusivity: Runs print

give-away contests and posts about limited edition prints

•Uses a Tumblr blog to collect inspirational photos

•Takes fans behind the scenes with studio tours, in-progress & preview photos of her work

• Exclusive content• Don’t be overly self-promotional• Provide “backstage” access experience• Engage with your fans• Make Sharing easy so your fans can help you spread the word• Use integrated tools, for a variety of presences on social graph• Run campaigns and contests• Don’t auto-feed to a tool• Have an easy way to subscribe to your work• Showcase and document your process and inspiration

ListeningListening:While your top-down strategy is creating awareness, the content and conversation help people make decisions together. You need to hear those conversations.

Market yourself as a brand. Pick a short/consistent username -- Don’t forget your brand permutations

Make yr brand a hashtag (for ex #CHEN)

1. Find APPROPRIATE HASHTAGS2. Set in your account info3. Monitor lists4. Engage in the channels

Hashtags?#artgallery, #artnews, #artinfo, #painting, #abstract, #acrylic, #watercolor #artgallery, #artnews, #artinfo, #painting,#abstract, #acrylic, #watercolor

Research and find tags from many communities related to your field

Participate in conversations that help you engage new audiences and strengthen your authority positions

Use tags to organizeInformation & grow diverse conversations

http://twubs.com/http://wthashtag.com/

A few good Dashboards:Use for listening,

NOT Broadcasting

HootsuitePros:•Good for listening, include tags, common misspellings, lists/groups•Allows us to follow multiple streams across many social media sites, creating specialized campaign and search tabs for various projects, events and organizations•Paid version gives downloadable reports for ROI information

Cons:• Free version won’t allow for multiple accounts or multiple users

TWEETDECKPros:

•Very easy to start on•Chrome Browser Extension•Free version is enoughCons:• Not as good for listening to tags

CoTweetPros: FREE•Schedule & assign Tweets ahead of time PR releases & allows teams to manage accounts•CoTweet & Hootsuire allow us to see who responded, when & so we can figure out how to follow up to each request

Cons: Not as easy to use as a listening interface

Combine images, YouTube, Tweets into a publishable story

Find your own secret sauce

• Make sure you are actually IN all the channels you choose

• Don’t auto-feed into them• Embed complementary tools

Create your own combination

• Figure out what your needs are, use a combination of tools• Don’t forget about mobile tweeting (Tweetdeck for multiple

accounts, channels mobile interface)• Many mobile clients have pic uploader installed in the app

(Peep)• Figure out a workflow that isn’t confusing to avoid Freudian

tweets• When you don’t have anything to say: Curate, ReTweet, reply to

conversations using hashtags and Share widely• Think more about RETWEETS & amplification than followers

Follow accounts that will help you find artists like you

Look at who’s listed on the twitter listsTweet at them. Join tweetchats. Follow themFind curators, connect with them, have them notice youFollow lists & others & tweet @ them

Who’s talking about you & what hashtags & FOLLOW!

Use TAGS to serendipitously search for your peeps

• Look for others using a tag you choose• Find what else those people bookmarked• Find other relevant tags• Packrati.us = Twitter + Delicious (you tweet, it bookmarks automatically)• Share your resources via social media• If you’re listening, you can learn new tags on twitter & search other networks

too

Amplify, but speak the right local language

• Don’t use other people’s pages as a platform for your spam

• Don’t Auto Feed your Status updates to Facebook

• Don’t use Selective Tweets

• Do take a little time, show you care

• Do take advantage of features of the channel such as crosstagging to groups, people and places at once with links

• Do find your niche community & stay focused on that topic

Social: What to do & what NOT to do

• DO find a third party listening dashboard tool that you like such as NetVibes or Google Reader for RSS/alerts

• DO subscribe to Alerts about relevant topics• Don’t delete or Ignore negative feedback, address it• Don’t use your friends and followers for their

networks• DO tag Strategically, redundantly across many

channels• Don’t only broadcast about your org, share stories

& respond• Don’t be a control freak: guide conversations• Don’t just expect someone will run your SM

channels, designate someone!• DO track your progress using social analytics tools

that help you track success

Curate, Point to others, Save bookmarks & Share

• Don’t ever be afraid of having nothing to say: you can always Curate!

• Use Delicious to save bookmarks and share them

• Use Scoop.It to help you find topical, relevant, reusable content

• Share it and content from others

• When in doubt, ReTweet and be generous with @replies

• Our outward facing wiki is the hub for all of these activities and their recap blog posts (http://techsoupcommunityteam.wikispaces.com/home)

• Our SlideShare page contains all our presentations (http://www.slideshare.net/TechSoupGlobal)

• Our Flavors page shows where we are on the web(http://flavors.me/techsoup)

Consistent Listening and spotlighting Consistent Listening and spotlighting Make it easy for your members to be your evangelistsMake it easy for your members to be your evangelists

Organize your evangelists; get to know them! Organize your evangelists; get to know them!

How We Do It

Collaboration via community curation

Make your work easy to shareSee who favorites/sharesThey are yr network

GET CURATED

Timing and Investment Needed

Blogs: 1-4 hours per post

Twitter: 5-30 minutes a day

Facebook: 5-30 minutes a day

LinkedIn: 15-30 minutes, weekly

Listservs: 30 minutes weekly

Other Groups: 30 minutes weekly

Photo Uploads: 15 minutes weekly

Videos: 2-4 hours a week

Curation: 1 hour a week

Total Average Social Media Time:

90 minutes per day

11 hours per week

• Upload a new image to your Facebook fan page and respond to comments on your page.

• Comment on Facebook pages where you want to be noticed (e.g. galleries, niche markets, and museums).

• Remember to comment as your page on other pages.• Add an event or campaign about your art to your page.• Comment on someone else’s blog.• Respond to comments on your blog.• Recommend someone on LinkedIn and leave a

recommendation on a business page on Facebook.• Send one tweet and retweet two others from your Twitter

stream.• Find a new hashtag to listen to• Post-date three tweets using HootSuite or TweetDeck.• Organize FB photo albums

5 min tasks, courtesy of www.ArtsBizBlog.comhttp://www.artb

izblog.com/

Contact Me.. Really!http://susantenby.com/@suzboopsusan@susantenby.com

RESOURCES: http://bit.ly/socmedarts

http://www.slideshare.net/suzboophttp://www.delicious.com/suzboop

http://npsocialmedia101.wikispaces.comnpsocialmedia101.wikispaces.com/