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!

Scalable success

Seth Godin has a great post today about the size of companies- smaller sometimes more appropriate for businesses. Have some organizations grown beyond their capacity? Is scalability a good mark of a successful, efficient organization?

A mini case study in action

The World Science Festival has started a social media barrage to prepare for their annual events... They have been very inactive over the last year; however, I am curious to see how they will utilize their blog, streaming video, facebook, myspace and twitter accounts?

How do you think they are doing?

New meaning to the craft circle

One topic I wasn't expecting to get into very much on this blog- but is of great interest to me is crafting. I am an avid crafter, especially knitting. The craft communities online are amazingly well connected and willing to share ideas. The blogroll of craft sites I frequent is too long, and not necessarily relevant to the interests on this blog- but I have come across a social networking site for knitters. Crafting is traditionally social; women groups have used craft for years to create community, and fashion pretty and useful items for the home.

Over the past few years craft has made its way back into the mainstream. Etsy.com is a wonderful source for artisans to connect with customers as an online flea market. Craft magazine has an RSS feed of unique and easy projects. Crafters can now learn everything online, from a new stitch, to altering a pattern, reviews of the best sewing machines and even how to take the best product photographs for Internet sales. Crafters are on Facebook, taking the handmade holiday pledge, and Etsy sellers have a group on LinkedIn.

Those crafters are so connected and so handy... I wonder how nonprofit organizations could benefit from so much camaraderie and shared experience. Sure knitting a scarf is different than managing donors and volunteers- but what comes out of sharing and collaboration can be good for everyone!

Have you noticed any other communities online from which the Arts and Nonprofit organizations could look to for some social networking strategies?

Henry may be onto something

The Henry Art Gallery, a part of the pristine University of Washington campus has (as deduced from my not-so-scientific research) utilized the Internets in some pretty impressive ways, my most recent indulgence is Henry on YouTube, they have some ok videos and some pretty cool ones, and most importantly they are keeping it up to date. Check out the whole site here. Keep it up Henry!

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).