Tag Archives: blog

Arts and Social Media.

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Dance

Copyright R. Finkelstein

Over Fourth of July weekend, I took a bus to New York City with my friend Nicole. We visited another friend who was participating in the Dance New Amsterdam’s (DNA) New York Summer Dance Intensive that I attended last summer. DNA was closed on the 4th, so we took 3 classes in a row on Friday; 6 hours of dance! While that seemed like a good idea at the time, on Saturday we were in a lot of pain.

Before heading to NY, I researched my classes online and found DNA to have the most extensive social media efforts of any dance studio or company. Not only does DNA have Flickr, Twitter, YouTube, a blog and a Facebook page, DNA has their own social network, DNA World! DNA World allows you to connect and network with friends, dance teachers, choreographers, bloggers and dance administrators. DNA World also has forums for discussion about dance and DNA, as well as pictures and videos. The DNA World blog is used for listing upcoming events, classes, dance news and articles, and special offers.

Other dance companies and studios are slowly making their leap into the world of social media with Facebook applications and blogs. Many dance companies and studios have Facebook pages and groups. Facebook is much easier to update and maintain than a blog. Through Facebook, arts organizations can easily reach their audience and update with YouTube and news. Broadway Dance Center, Joy of Motion and Alvin Ailey American Dance Theatre have Facebook pages.

Dance Place, located in Washington D.C., has a blog, Twitter, as well as a Facebook Page. There are not many comments or followers on the blog (same with DNA’s blog), possibly indicating the dance world has not turned into avid social media fans yet, even though I know the audience is online. I believe those organizations testing blogs are still experimenting with what type of content to include and how often to update. It is exciting to see so many arts organizations take risks to stay current, especially in this tough economic situation.

I am especially interested in dance, but I found this video about how an orchestra has used social media to garner more attention. Listen for the different tools they use and how people are responding to their efforts.

Do you know of any other arts organizations, theaters, museums, dance companies and etc. using social media as part of their marketing campaign?! Let’s talk about how your organization is using social media. How are you making it work and what difficulties have you struggled with?

Summer at IFPRI

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IFPRIOne of the most important things I learned about having a successful blog is to remain consistent with your updates. So why didn’t I listen to that advice? What happened? Unfortunately, it seems that finals, a service trip to New Orleans, a beach vacation and work got in the way of keeping up a blogging schedule.

Now my summer has calmed down a bit and I can jump right back into my adventure with blogging.

I started as social media intern for the International Food Policy Research Institute (IFPRI) about three weeks ago. IFPRI is a non-profit organization supported by the Consultative Group on International Agricultural Research (CGIAR). IFPRI seeks, “to provide policy solutions that reduce poverty and end hunger and malnutrition.”

So far I have researched how IFPRI and other development organizations, like The World Bank, are using social media. Studying the best practices for social media, I have learned how IFPRI can improve their strategy over time to lead to more successful use. IFPRI currently has a blog, a Facebook Fan page, a group on LinkedIn, and a YouTube channel. Like many companies, people and organizations, IFPRI jumped into social media without formulating a concrete strategy. My goal for the summer is to map out how IFPRI can use their applications more effectively and efficiently.

I will post what I have learned and may even have some of the IFPRI communications staff guest blog and share their opinions on IFPRI and the transition to the wonderful world of Web 2.0!

Dell: Social Media

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dell

Dell is an example of a company that understands social media. Dell knows how to connect with their audiences, both internally and externally. Using blogs, twitter, forums, and digital suggestion boxes, Dell has discovered ways to promote conversations and dialogue. Even the CEO, Michael Dell, joins in the discussion when he has something to say.

In the video below, Vida Killian, Dell employee, discusses Dell’s blogging strategy with Mark Ragan, CEO of Ragan Communications. Dell started blogging internally and externally in 2006. Direct2Dell, the external blog, represents the main corporate voice and within this blog, blogs on specific topics can be found. One Dell Way is Dell’s internal blog written by the internal communication department. Other internal groups, such as IT, participate in team blogs. Dell encourages all of their audiences to engage in conversation. Listen to her advice on how to create conversations with bloggers.

Vida Killian explained that Dell’s Communities and Conversations 40 member team works to listen to and monitor blogs with the software Radian 6. Dell’s team represents all backgrounds, from engineering to marketing, so that a knowledgeable and credible response will be generated. Dell measures customer sentiment through the number of negative comments found on the web and has worked hard to reduce the negative statements about Dell.

Dell has not always known how to use social media or start conversations. Jeff Jarvis, author of the blog Buzz Machine, knows how Dell had to transform its’ strategy to adhere to the growing numbers of people talking on the internet. Dell initially did not listen to their audience, including small “no name” bloggers, but finally discovered the importance of allowing interactivity into their communication strategy.

One of Dell’s most important social media applications, though perhaps not considered blogging, is Dell’s Idea Storm. The tool is an “online suggestion box” where anyone can suggest an idea for Dell and have others vote on it. Dell actually takes the time to consider the ideas with the highest votes. The Idea Storm is an alternative direct feedback blogging application created by Dell for their audience. Idea Storm brings more customer feedback directly to the Dell site. Vida Killian, manager of Dell’s Idea Storm, discusses Idea Storm with Mark Ragan and the importance of listening to your audience. Killian also discusses Employee Storm for employee suggestions.

The New Communications Review acknowledged Dell’s efforts in internal communication and provides some of Dell’s goals and figures regarding their social media efforts. Dell, a direct company, has continued with their previous programs offline, but uses their online forums to learn more about their audience. All feedback is important in the progress and reputation of a company because Dell’s reactions affect the company. Dell is working to establish online outreach and participation with social media into the culture of Dell’s employee’s.

Craigslist: CEO and Founder Blogs

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If you need to rent a new apartment, buy used golf clubs, hire a babysitter for your daughter, find someone to spend your Saturday night with, discuss world politics, find a new job and have only time to look in one place, where can you look?

Craigslist.

Craigslist boasts extensive online classified advertisements and discussion forums for over 550 cities in more than 50 countries. Essentially, anything you are looking for and plenty you are not looking for can be found on this one online resource.

Linked on Craigslist is the Craigslist blog written and updated by CEO Jim Buckmaster. Buckmaster uses the blog to give current news and media coverage about the company. Posting relevant Craigslist issues, good or bad, shows transparency and authenticity in the blog. Buckmaster is not trying to sugarcoat the real issues. He also provides the occasional humorous picture or story. By hearing directly from the CEO, the diverse audience perceives the company as wanting to engage in dialogues regarding current issues. CEO’s have to invest huge time commitments for blogging and risk disclosure of important company information.

In ADWeek , it was suggested that instead of focusing on whether the CEO or employees are posting, it is more important to look at whether the blog is saying something important and interesting to its’ audiences. The CEO’s who are blogging are CEO’s the stakeholders want to hear from. Buckmasters’ blog remains close to topics concerning Craigslist.

Before researching Craigslist, I had no idea there was a real Craig. Craig Newmark, founder of Craigslist works as a customer service representative for Craigslist, but he is known in the blogosphere for his blog, CNewmark. His blog provides a real personality to Craigslist. While there are posts about Craigslist, Newmark primarily posts on subjects that are relevant to him, his audience and organizations he wishes to promote. With all the news and spam entering inboxes these days, adding humor to relevant subjects helps Newmark get his message across to readers.

PRWeek interviewed Newmark at the 2008 PRSA International Conference addressing many issues including media relations and the benefits of communicating on the web with accountability and transparency. He calls himself a “community organizer” because he has strived to bring attention to the people who are impacting the world in a positive way. He acknowledges the growth of media as well as how and why companies need to actively engage their audiences.

Peer-to-peer communication, such as Newmarks blog, builds trust because of the direct engagement. Newmark explains how when a company is serious about supporting its customers, they must engage in a dialogue and take ideas from customers seriously. Customer feedback is genuinely important to help a company improve its tactics.  Craigslist is driven by community feedback, which accounts for much of its’ success.

Newmark offers PR professionals some suggestions on communicating in the new world of Web 2.0. He suggests becoming familiar with the new tools available and creating an online reputation. Word of mouth is driving all these new practices and PR communicators must join in the conversation.

HP: Employee Blogs

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HP

Blogging is essentially a community media, so it makes sense for companies to include their employees in a blogging initiative. Each department in a company offers unique perspectives into the company’s thought process.

HP is one of the company’s with employee blogging. Blogging allows HP to personalize their brand and connect directly with stakeholders. Globally, HP’s blogging has offered audiences the opportunity to join communities with different interests. Blogging has enhanced and improved the brand and reputation of HP.

When HP began blogging, they had to find a way to encourage employees to buy into the blogging initiative. Without prior experience with blogs, the idea of blogging may be scary because of expectations regarding maintenance  and readership.

Internally, blogging can help promote an event and support the use of social media. According to Leticia Gow, internal and HR communications manager for HP EMEA (Europe, Middle East and Africa), a communication plan was based around the Cannes Film Festival to create a contest generating buzz about the festival and blogging. The goal was to make blogging fun! Employees did not have to start their own blog and maintain it, instead the first step in the contest was to post on an internal blog. The bloggers followed guidelines and were rated by their peers.  The best rated bloggers attended the Cannes Film Festival and posted their experience at the festival on an external blog.

Along with several other companies, HP has promoted employee blogging. HP employees can participate in group or individual blogs on company specific business topics. HP business blogs cover topics ranging from photography, IT management to innovation. There are blogs in several languages including Russian and French portraying HP’s presence in the global community.

What sets HP apart is that employees can blog on a company specific topic, but they also have the option to start a personal blog for fun. Both blogs can be linked to the corporate webpage. The personal interest blogs allow employees to write about their family or personal hobbies. Ashley Sanichar, a client manager in South Africa, uses photos on his blog to share his life and links to the corporate HP website. Other blogs deal with hobbies such as computer programming, cooking, and living with a disability. HP gives the audience an opportunity to see the personalities behind the large company improving brand reputation.

HP prominently lists the blogging code of conduct on the community website. Clear blogging guidelines are given for blogging and commenting.

Sony: Corporate Communications Blogger

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Sony “Sony, No Baloney.”

The title of Sony Electronics first blog post, by Rick Clancy, Senior Vice President of Corporate Communications, identifies the blog as a transparent and authentic medium for communication and conversation. Clancy reveals his blogging strategy right off the bat.

The majority of blog posts will be written by Clancy. With the help of moderators, he will respond to relevant comments. Like a good blogger, Clancy plans to write at least weekly. He acknowledges not everyone will appreciate the blog, but he is going to use this medium to inform consumers about Sony initiatives as well as to address controversial issues and any misunderstandings about Sony.

Writing a blog is time consuming and revealing, but Clancy is prepared to take the time to  provide meaningful personal experiences relevant to Sony. The content of the blog will deal with topics ranging from product issues and events to affiliated Sony companies. Clancy established guidelines for commenting and indicated comments will be moderated before posting. Clancy’s first post provided readers with a framework of the blog to establish expectations for participants.

Engaged in a competitive market, Sony needed to establish a way to interact with their consumers directly. With an audience invested in social media, Sony had to meet their audience online and establish a blogging strategy that would be effective. Sony worked with Nielsen Buzz Metrics and Forrester Research and together decided a blog would be their next step for building relationships. Sony realized early on that all feedback is good feedback because it provides an opportunity for Sony to be a part of the conversation.

Why would a corporate communicator be in charge of a company’s external blog? In the following video, Rick Clancy answers this question by arguing corporate communicators are strong writers, communicators and are willing to take the time to listen to their audience. Content is important in the blog, but reading and listening to comments before deciding on the best response can positively impact the relationships the blog helps to foster.

Clancy takes a book, I mean blog tour around the United States to different Sony Style stores to talk to consumers, employees and other stakeholders. The goal is to form dialogues to determine how the blog can be more relevant to the audience to increase traffic on the blog and consequently, Sony’s websites.

Anyone can blog.. with a trustworthy personality!

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Companies need to choose a voice to represent their company, either CEO’s, employees, corporate communicators, or anyone else who is willing to take risks with the new social media. The time has come to form two-way relationships built on conversations and dialogue between the company and their audience.  Blogs are a way to form relationships by answering questions or giving people information they actually care about. Consumers do not want to hear advertisement after advertisement or press release after press release. Don’t get me wrong, I am not suggesting to never mention a company’s product or publish a press release on exciting news your audience may be interested in, just write in a conversational and authentic way. Whoever decides to take on the challenge of maintaining a blog should be aware of their personality and authenticity.

Josh Bernoff, co-author of Groundswell, noted in his blog that people do not trust company blogs. All the information and research Bernoff provides is kind of depressing, but he points out that even though people do not trust blogs, you shouldn’t let that discourage you from blogging. Instead of giving up, think about the reasons and the approach your company should take when blogging.

Valeria Maltoni, Conversation Agent, suggests letting employees get involved if they want, as long as guidelines are created and enforced. She points out that you can’t force people to blog for your company, so who writes for your blog may depend on who is willing to try. She cites a survey by Melcrum and based on the survey, the top perceived benefits of implementing social media strategy are employee engagement, internal collaboration, internal community development, and two-way dialogue with senior executives.

Companies may find that their CEO is prepared to blog for the company or that different departments want to co-write a blog. I will be discussing and showing examples of companies that have started blogging and who are writing for those blogs. If you have any ideas on the best writers of corporate blogs, feel free to let me know!