Myths and pointers about social media that kept me on track in 2008.
This year was the year I finally tackled many social media sites to connect with arts audiences. When speaking with other professionals in the business, the question always arises: “What’s the best web 2.0/social media site?” The answer is all of them and none of them. What many arts marketing practitioners seem to misunderstand is that there’s not going to be one application that be the solution to filling a social media void. In fact, the best approach may change each month. In 2008 we saw the rise of Facebook and Twitter over Myspace and other such applications. But now that everyone’s grandma is on Facebook, what’s the next hot web 2.0 tool for you to use to connect with audiences? That remains to be seen, but here are some social media myths and pointers that kept me on track in 2008, and which seem relevant in 2009.
Pointer: Buy a smartphone, preferably an iPhone or Blackberry because mobile social media applications are developed with these users in mind. Being able to connect with new users this year as I take a lunch break, or taking a picture of new exhibition when it goes up and then share that picture with mobile followers has contributed to the museum’s reach.
Myth: Mass replying on Twitter is a good way to connect with people. This may get people’s attention, but its not connecting one-on-one. Use a service like TweetLater should you find yourself needing to connect with a large fan-base.
Pointer: It’s about being social and building relationships, not always wearing your marketing hat. Re-tweet and talk about items that are of general interest too!
Myth: Social networking sites are only for those folks under 30. At some point most users of these tools were younger, but use social media to connect with any age group that wants to be your audience. My twitter account (twitter.com/heardmuseum) has followers from 25-60+. Let the user decide if they are interested in you!
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Kate, I agree — what is often lost is the idea that social media tools are just that: tools. It’s not about making the leap to facebook or twitter — social media sites are going to peak and fall off. It’s about paying attention to what your people are using, and connecting with them in a genuine way, no matter what tool you’re using.