Rethinking Your Social Media | Chris Unitt | AMA Conference 2019
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Slides from the talk by One Further's Chris Unitt at the Arts Marketing Association Conference 2019. It’s easy for social media to become something you just churn out, unable to put too much time and thought into what you’re posting and why. Feeling like you’re stuck in a rut? Using data from across the sector, this session explored how to make the best use of the platforms you’re using, the content you’re sharing, and the conversations you’re having. By the way, the hamster slide will make no sense at all in this context. You had to be there.
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Rethinking Your Social Media | Chris Unitt | AMA Conference 2019
- 2. Hello. My name is Chris Unitt from One Further and I’m here to talk about social media. @chrisunitt
- 3. Platforms
- 4. Which networks are the most important for your organisation?
- 5. Which is your favourite social network to use for work purposes? Twitter 39% Instagram 37% Facebook 21% YouTube 1% LinkedIn 1% Pinterest 0% Snapchat 0% No, they're all terrible 1%
- 6. And is there one you can’t stand? Snapchat 32% Facebook 15% LinkedIn 15% Pinterest 9% Twitter 5% Instagram 5% YouTube 3% No, I love them all 15%
- 8. Which of these tactics do you use?
- 9. Do you use social advertising?
- 10. Measurement
- 11. What do you report on?
- 12. Difficulties
- 13. What's difficult about doing social media in your organisation?
- 14. "Managing social media for a cultural organisation is…”
- 17. “like trying to feed a bunch of noisy, constantly hungry children…”
- 18. “…but rewarding when they grow up big and strong and take notice of you”
- 19. “tiptoeing through a field - there's daisies but also mines!”
- 20. “Tricky when you are trying to align sounding interesting and not too corporate against not kicking off some sort of shitstorm, given that your employer basically wishes for peace and quiet”
- 21. “Often about making colleagues / stakeholders feel like something is happening rather than doing impactful stuff; if they see a post they are happy marketing is happening”
- 23. 100 cultural organisations. With 70 performing arts, and 30 museums and galleries.
- 24. Chattiest (tweets per day) Old Vic Theatre 22 RAF Museums 20 Birmingham Museums 20 Museum of English Rural Life 15 Belgrade Theatre 14 Birmingham Hippodrome 14 Home (Manchester) 14 Southbank Centre 13 Hepworth Wakefield 11 National Museums Scotland 11 Data via foller.me: snapshot of 100 recent tweets.
- 25. Name droppers (% of tweets that include a mention) Roundhouse 93% Oxford Playhouse 93% Natural History Museum 90% Rambert 87% City of Birmingham Symphony Orchestra 86% Young Vic 85% New Wolsey Theatre 84% Theatre Royal, Plymouth 83% Museums Sheffield 82% English Touring Opera 82% Data via foller.me: snapshot of 100 recent tweets.
- 26. Most liked (% of tweets that have at least 1 like) National Gallery 94% Sadler's Wells 91% Museum of English Rural Life 91% RAF Museums 89% Baltic Mill 87% Shakespeare's Globe 83% English National Ballet 82% Tate 82% National Portrait Gallery 81% Home (Manchester) 80% Data via foller.me: snapshot of 100 recent tweets.
- 27. Most shared (% of tweets that have at least 1 RT) National Gallery 88% RAF Museums 85% National Portrait Gallery 78% Sadler's Wells 74% Whitechapel Gallery 73% Science Museum Group 72% Horniman Museum and Gardens 71% Baltic Mill 71% Tate 70% English National Ballet 69% Data via Twitonomy: snapshot of ~3,200 recent tweets.
- 28. Most exclusive (number of followers per person followed) National Galleries of Scotland 3,923 Farnham Maltings 774 Birmingham Royal Ballet 634 Old Vic Theatre 610 RAF Museums 364 Wales Millennium Centre 358 Camden Arts Centre 307 Royal Court Theatre 283 Institute of Contemporary Arts 234 Welsh National Opera 174 Data via Twitonomy: snapshot of ~3,200 recent tweets.
- 30. What's difficult about doing social media in your organisation?
- 31. Pick a framework Find some friends Don’t be a hamster
- 32. Frameworks
- 35. Social Display SEM SEO Email See Think Do
- 36. Don’t judge a fish by its ability to climb a tree.
- 37. Don’t judge social by its ability to sell tickets.
- 38. Facebook Twitter Events 67 63 Collections 7 2 Articles 5 2 Hashtag of the day 5 7 Other 16 26
- 39. Friends
- 41. Don’t be a hamster
- 42. 0 15 30 45 60 ☹ " # $ % How great is your job really?
- 43. @chrisunitt Survey: bit.ly/ofsocial Slides & notes: onefurther.com/ama2019 Thank you!