strategy not tacticts

Seth Godin is one of the smartest men who blog, I don't know about him in real life but I enjoy his blog and his books, most significantly Tribes.



To follow up on my post that blogs aren't dead, they are the foundation of your social media strategy- his post today nails on the head why we are more interested in tools/ tactics than we are in strategy.

Most of us are afraid of strategy, because we don't feel confident outlining one unless we're sure it's going to work. And the 'work' part is all tactical, so we focus on that. (Tactics are easy to outline, because we say, "I'm going to post this." If we post it, we succeed. Strategy is scary to outline, because we describe results, not actions, and that means opportunity for failure.)

This is why every organization wants a Facebook page: because every other organization has a Facebook page. A Facebook page might be exactly what you need- but you better have a strategy to manage it, much like the editorial calendar you already have for your blog! But don't go starting a Facebook page until you have a strategy...



If you have a Facebook (twitter, youtube, myspace) page but no strategy- don't delete and start over when you feel like it either- keep doing what you are doing and build and implement a strategy based on what you have learned so far! We are nonprofits, we have budgets, just because these are free tools we have to build these into our existing marketing, fundraising, donor relations, new audience acquisition, board engagement, etc... programing. Your social media strategy should fit your demographic, your mission and vision. You should have measurable goals, a timeline and evaluative mechanisms.



Sorry to burst your bubble, but to do this stuff well you have to think ahead. Nothing is worse than starting something then not engaging with in. The expectation is you are in these spaces, think carefully how you will allocate the resources. And test the waters, thoughtfully making decisions as you learn.

So you think blogs are dead

I had this fascinating conversation with a Seattle nonprofit a week ago, and we were talking about Social Media strategies. You know, being thoughtful and having a plan about how you integrate Social Media into your existing programs and mission for your nonprofit.



First, we have to think of Social Media as something other than a broadcast system. I qualify you- your organization has information and news and content that is of great value to your constituents: your audience, patrons, donors, volunteers, fans, etc... So why aren't you making this information accessible to them? Why are you making them work so hard to love you? Well... get a blog. Get those people who visit your website to get information happy, and keep them coming back by blogging. Arts organizations have an amazing amount of content to share- whether this be events, company news or even community news- be the news source for your followers.



This is in-part what social media is about, adding value and fostering your relationships, but you have to give to get. Make it easy by having a blog on your website. This is where strategy comes in handy: create an editorial calendar and decide what you are going to post, when it will be posted and who is responsible for posting this information!



Next, make it easy for people to share that information, this is where social media really comes in handy. Add a basic share tool to the bottom of your blog, you can do this by entering a simple line of code on your blog, you can get this here. This way people who read your blog can share your information to their social networks.



Yes, of course you are going to want to create your own social networks- but this is a whole strategy we will go over in time. Start blogging!

Tips for artists and organizations to survive the recession

Artist's Magazine has a great article on how to survive the current economic downturn.

Fellow artists and gallery owners share 12 tips for holding your ground during a recession.

Fine art isn’t always easy to sell even when the economy is good. Now with this latest economic downturn, artists everywhere are commiserating about how to ramp up their marketing mojo to help them survive. In some ways it’s not all bad. Crisis is often an opportunity in disguise, challenging artists to focus their energies and to keep at least one eye on the big picture.

(Full disclaimer, the author is my very talented Mother)
Find the entire article here.

Making a case for the arts

Penelope Burk's Blog has it, the quintessential case for the arts. Read the whole blog here.

Here is the final statement she makes:

The case for the arts exists on its own merit. It is not apologetic; it does not take a second place to healthcare or human services or education. The arts are as vital to life as breathing, food, shelter and health. If you work in development in the arts, please give yourself the right to break out, the commitment to not compromise, and the inspiration to capture the essence of what the playwright, the composer, the choreographer, the painter and the author are trying to communicate about the human condition.

What the arts can offer now, in a world full of anxiety and trouble, is even more vital.

Though art forms may be different, arts are vital to the human spirit- anyone involved in the arts can say that- we were either saved by expressing ourselves, or a glimpse into an other's expression. Especially in times of uncertainty, all arts are vital to inspire, encourage, reaffirm and simply feel alive. Making the case is difficult and essential. Anyone have a favorite case for an arts organization they can share? Comments are always open.

A new year, again

I wonder what is to come for Seattle Arts Organizations this year, actually the arts everywhere. We are in the midst of tough economic times, but the organizations that make it use crisis as an opportunity. The trends I would like to see arts organizations adopt in the upcoming year are:

• Work together. Forge strategic partnerships with other organizations in your area. In November I saw an amazing, and controversial performance in one large performing arts venue, a week later I saw a performance by the same choreographer's protege. What a lost opportunity, for cross-pollinating audiences! As an audience member (at both) my experience could have been enriched, and an important relationship could have been cemented in two regional arts forums.

• Work cross-discipline. Know your neighbors and work together to engage your community. An art gallery and performance space can have some great cross-over.

• Use technology to engage new audiences. Most of the online tools are free- free for anyone to use, so why aren't you using them? Use them well, post often, use multi-media forms, let your audiences engage online without controlling content.

• Make your organizations community spaces. In economic hard times people are looking to connect with their community more, and our art spaces do have the unique opportunity to create that. Be open off hours, invite the community in and open the relationship.

• Engage volunteers and pay them handsomely with your appreciation and sense of belonging. Volunteers are your biggest fans- they can be your greatest resources too, and if you don't know something one of them certainly will.

• And finally, crisis is an opportunity. Use this time to really communicate with your patrons- they are worried too, so ramp up emails/newsletters and blogs.

Happy New Year!

Seattle Art Museum can lighten up, and other advice

PI Arts Reporter has some good advice for Seattle Art Museum, which comes off as a little uptight, especially in their pencil only rules.

My biggest pet peeve is the Olympic Sculpture park is their attendants (and imposing signage) to make sure no one touches the momentous steel, iron and rock pieces of public art. There has to be a way to avoid the graffiti and other destruction but also engage audiences with public art- some educational component that doesn't come off like a nasty librarian smashing knuckles with a ruler and saying shuuuuush repeatedly. I do believe we can live in a culture where everyday people know how to respect public art.

A great suggestion from the same article is for SAM to follow On the Boards in blogging, this would be even better combined with their 'My SAM Collection' feature. Imagine, amateur curators and art critics online everywhere (and gee, engaging with art while they are at it).