Even if you are evaluating tactical efforts, you will still need to define your goal. You ultimately are concerned about how well your message is disseminated, or you ultimately have a Facebook presence, for a strategic, overarching goal. Furthermore, the tired “raising awareness of your organization” is not acceptable. The authors ask: “why do...
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We have already determined that we’re evaluating social media efforts. But the question remains whether you are measuring a strategic initiative or a tactical effort. A strategic initiative might include aiming for behavior change (e.g. new communities to participate in classical music; one-time ticket buyers to return); a repositioning effort (e.g. going from an...
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This week, Drew McManus’ Take A Friend To the Orchestra 2010 kicked off on his Web site Adaptistration. I was invited to write a guest contribution this year and was immediately inspired by a book I was reading: Joseph Jaffe’s Flip the Funnel: How to Use Existing Customers to Gain New Ones. So, head...
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The March/April issue of Symphony Magazine takes a look at social media and how orchestras around the country are using it. I was flattered to be contacted due to the Orchestras and Social Media Survey that was published around the article deadline. The main point I was trying to get across was that orchestras...
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It’s not an exercise in vanity. It’s an exercise in learning. I started a Facebook Fan Page for this blog and I have roughly two objectives: to learn more about Facebook in terms of options, best practices and measuring, and to learn more about who is exactly reading this blog (and reading it enough...
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The whole world is watching Vancouver right now. Let’s hope the world also takes some time to check out the Vancouver Opera, which is celebrating its 50th anniversary this year. When I published the findings from my Orchestras and Social Media Survey, no orchestra had indicated they had dedicated personnel for social media. Just...
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I started my third course in the Integrated Marketing Certificate program today with Doug Dome’s “Managing Integrated Marketing Communications.” Coincidentally, I went on a field trip to Doug’s company Dome Communications somewhere in 2003 or 2004 when I was studying marketing communications at Columbia College. A lot has happened since, including Dome Communications being...
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