The European network on cultural management and policy SOCIAL MEDIA TOOLKIT FOR CULTURAL MANAGERS TABLE OF CONTENTS Foreword and Introduction i How Does Marketing Work Online? 7 A Short History of Social Media 12 The Big Social Networks: What Makes Them Unique? 16 What is Social Capital? 30 How to Build Capital in a Social Network 34 How to Tell Good Stories Online 43 Using Online Data to Understand Your Audience 61 The Six Most Frequently Asked Questions 68 Credits 76 FOREWORD Nowadays, audience development organisations adapt to the need to is on top of the agenda of several engage in new and innovative organisations and networks acting ways with audience both to retain in the field of arts and culture in them, to build new audience, Europe and beyond. Audience diversify audiences including development helps European reaching current “non audience”, artistic and cultural professionals and to improve the experience and their work to reach as many for both existing and future people as possible across Europe audience and deepen the and all over the world and extend relationship with them. access to culture works to underrepresented groups. It also However, how to develop, reach seeks to help artistic and cultural and attract new audiences? Introduction i Upstream by involving them in ENCATC joined as associated at the occasion of our online programming, creation or partner the European consortium survey on the utlisation of social crowd-funding. In the process of of the Study on Audience media. This work has allowed us to participatory art. Downstream Development – How to place gather insights on the current through a two-ways dialogue audiences at the centre of cultural practices in Europe in the made possible by several means organisations utilisation of social media and including the use of social media. on the future research and In 2016, ENCATC has training needs. Since 2013, as part of its commissioned to the University of commitment to make the cultural Goldsmiths and in particular to And finally, we want to express our sector more sustainable, ENCATC Chris Hogg, a well knwown gratitude to the European has decided to join forces with specialist in the innovative use of Commission and in particular to several of its members to develop social media, the drafting of an the programme Creative Europe, and implement innovative ENCATC guide on social media. for its contribution to make the projects in the field of audience This document includes also tips seminars and this guide financially development. In addition, to oer and best practices collected at possible. cultural managers and operators the occasion of a series of better skills and competences in ENCATC events lead by Chris My personal wish is that this new the utilisation of social media, Hogg and organised by ENCATC ENCATC guide will help you to since 2014, ENCATC has in Brussels during the years 2015 better understand the peculiar implemented several initiatives and 2016. With this new utilisation of the dierent social and published several articles in publication, ENCATC aim is to media available nowadays to its Journal and Scholars on this oer to cultural managers and increase the audience of your specific topic. operators and easy instrument organisation and that you will that could help them in their daily continue to share your experience For instance, in 2013, ENCATC was work ans thus to improve their and thoughts … on our facebook invited to join the project capacity to communicate with and twitter page!! Audience Developer. Skills and their followers. Training in Europe, ADESTE. Yours truly, Funded by the European ENCATC want to sincerely express programme Erasmus+, ADESTE its gratitude to the University of GiannaLia Cogliandro Beyens aims to develop together with Goldsmiths, and in particular to Secretary General ENCATC several ENCATC members, the our member Gerald Lidstone, for June, 2017 first ever training programme on its generosity in joining force with Audience Development. In us to publish this guide. Our addition, 2016, ENCATC has also special thanks go also to Amanda joined both, the consortium of the Windle, from our member, the project European funded project university of London, for her CONNECT. This innovative project enthusiasm in drafting the aims to test a multidisciplinary introduction of the guide and training modules mixing formal contribute to its finalisation. and informal learning methodologies and digital We also thank all the professionals resources. Finally, in 2016, who have shared their experience Nowadays, audience development organisations adapt to the need to is on top of the agenda of several engage in new and innovative organisations and networks acting ways with audience both to retain in the field of arts and culture in them, to build new audience, Europe and beyond. Audience diversify audiences including development helps European reaching current “non audience”, artistic and cultural professionals and to improve the experience and their work to reach as many for both existing and future people as possible across Europe audience and deepen the and all over the world and extend relationship with them. access to culture works to underrepresented groups. It also However, how to develop, reach seeks to help artistic and cultural and attract new audiences? Upstream by involving them in ENCATC joined as associated at the occasion of our online programming, creation or partner the European consortium survey on the utlisation of social crowd-funding. In the process of of the Study on Audience media. This work has allowed us to participatory art. Downstream Development – How to place gather insights on the current through a two-ways dialogue audiences at the centre of cultural practices in Europe in the made possible by several means organisations utilisation of social media and including the use of social media. on the future research and In 2016, ENCATC has training needs. Since 2013, as part of its commissioned to the University of commitment to make the cultural Goldsmiths and in particular to And finally, we want to express our sector more sustainable, ENCATC Chris Hogg, a well knwown gratitude to the European has decided to join forces with specialist in the innovative use of Commission and in particular to several of its members to develop social media, the drafting of an the programme Creative Europe, and implement innovative ENCATC guide on social media. for its contribution to make the projects in the field of audience This document includes also tips seminars and this guide financially development. In addition, to oer and best practices collected at possible. cultural managers and operators the occasion of a series of better skills and competences in ENCATC events lead by Chris My personal wish is that this new the utilisation of social media, Hogg and organised by ENCATC ENCATC guide will help you to since 2014, ENCATC has in Brussels during the years 2015 better understand the peculiar implemented several initiatives and 2016. With this new utilisation of the dierent social and published several articles in publication, ENCATC aim. is to media available nowadays to its Journal and Scholars on this oer to cultural managers and increase the audience of your specific topic. operators and easy instrument organisation and that you will that could help them in their daily continue to share your experience For instance, in 2013, ENCATC was work ans thus to improve their and thoughts … on our facebook invited to join the project capacity to communicate with and twitter page!! Audience Developer. Skills and their followers. Training in Europe, ADESTE. Yours truly, Funded by the European ENCATC want to sincerely express programme Erasmus+, ADESTE its gratitude to the University of GiannaLia Cogliandro Beyens aims to develop together with Goldsmiths, and in particular to Secretary General ENCATC several ENCATC members, the our member Gerald Lidstone, for June, 2017 first ever training programme on its generosity in joining force with Audience Development. In us to publish this guide. Our addition, 2016, ENCATC has also special thanks go also to Amanda joined both, the consortium of the Windle, from our member, the project European funded project university of London, for her CONNECT. This innovative project enthusiasm in drafting the aims to test a multidisciplinary introduction of the guide and training modules mixing formal contribute to its finalisation. and informal learning methodologies and digital We also thank all the professionals resources. Finally, in 2016, who have shared their experience Social Media Toolkit for Cultural Managers Introduction iii Introduction from Amanda across them all. Key social media Windle, University of the Arts, jargon is simply explained so that London anyone reading this document can INTRODUCTION decipher a ‘click-rate’ from a This social media manual ‘click-bait’. The guide also has approaches useful hints and tips useful time guides, explaining how which have been drawn together much time each section may take from a series of workshops that to read and digest. took place in June 2016 by Christopher Hogg and colleagues. The guide does so by considering Aimed at arts and culture online branding in the context of organisations throughout the EU, other forms of media like television this manual will help to explore and the internet. This helpful how companies can expand their summary opens into a series of online brand so as to push both useful step-by-step activities the reach and significance of their which are open-ended guides for current eorts. For some it may be taking the first steps into a review of the workshops you coordinating a social media attended, for others more marketing and advertising experienced this will be a read strategy. These can be used requiring reflection on current individually or as discussion points practices and strategies, and for within organisations. A series of others moving into this area with a exercises aimed at understanding new aim or interest then it may the ‘ins and outs’ of advertising provide you with practical advice and marketing strategies which and discussion points.