Performing Arts and Social Media

For anyone interested in my final paper for the MBA 6800 course --

          Theater and the performing arts have been around for centuries providing entertainment to royalty and the masses alike but in the twenty-first century drawing in new audience has become a challenge for many arts companies.  With the expansion of social media over the last decade, performing arts companies are catching on to the business practice.  As most companies are non-profits the financial resources for large marketing campaigns are not always available, social media can be an affordable and effective way to engage with patrons, donors, and community members.

          Of course when it comes to social media marketing techniques, everyone has an opinion and a list of best practices to follow.  One of the more interesting lists comes from SoldOutRun.com which suggests over eighty different tactics for theatre marketing including the following:

1. Strap a GoPro camera to an actor during rehearsal for an intricate dance, fight, or flying scene and share on social media
2.   Record a video tour backstage showing how any dramatic scene changes, costume changes, or other technical elements of the show are pulled off
3.   Give people a free drink when they tweet a picture of themselves from the lobby during the show
4. Create video postcards from the cast thanking donors and VIPs

Each technique allows the performing art company to use their social media channels to promote the show, season, or other events in an interesting manner.  Is a follower more likely to attend an event where they have seen a quick tour backstage?  Does a patron tweeting for a free drink at intermission help draw in others to see the show?

          In 2012 Pew surveyed 1,244 arts organizations that received funds from the National Endowment for the Arts (NEA) and found that a majority of participants believe that technology is "very important" to their organization, even helping to make art a more participatory experience (Mlot, 2013).  In 2011, Theatre Bay Area commissions a Social Media Audit of the over 200 arts organizations and found similar findings to the 2012 Pew survey.  Both surveys found that the most used social media platforms for arts organizations are Facebook, Twitter, and YouTube which Pew citing 99%, 74%, and 67% use respectively.  Theatre Bay Area’s research also found that “arts and cultural organizations that tweet more than four times per day and do not replicate Facebook content on their Twitter feed have more followers and a higher rate of engagement than others” and “venue pages on Yelp and Foursquare that have been claimed by an organization have more user engagement than those that have not.” (Lord, 2011). 

When looking at why arts organizations are using social media the top reason is to boost the organization’s public profile (Mlot, 2013).  And while social media can increase attendance at events and bring in more donors, many organizations are using social media “to engage, to have conversations, to make people remember your organization” (Lord, 2011).  Kristin Thomson, Pew research consultant and report co-author, said “many survey respondents reported clever ways they are using social media to not only promote their work, but also to involve audiences in programming decisions and art-making itself" (Mlot, 2013).

          Performing arts companies have welcomed in the new wave of technology with many interesting tactics including “tweet seats.”  A tweet seat is “a seat, or one of a block of seats, reserved in cinemas, theaters and sporting events for those who wish to send tweets to Twitter followers about the event while it's in progress,” according to techopedia.com (techopedia, 2016). These specially reserved seats started popping up at the end of the 2000’s predominately in the United States.  As an audience member, you can purchase a special tweet seat ticket, typically in the back of the theater where the cell phone glow will not be seen, and are able to live tweet the production you are enjoying.  This perk is meant to encourage audience interaction and to create a buzz about the company’s production (The Huffington Post, 2012).

          However, much controversy erupted in the arts community about whether tweets seats are a viable option.  Rupert Christiansen of The Telegraph refers to tweet seats as “reserved for those sad souls who simply can’t spend a nanosecond away from their smartphones and who want to send their Twitter followers a blow-by-blow account of the progress of the show” (Christiansen, 2014). He goes on further to say that many “regard this as yet another concession to barbarity and further evidence of a catastrophic decline in the etiquette of audience behavior” (Christiansen, 2014).  But it is important to remember that the way we experience theater today with dimming houselights, assigned seating is from the late Victorian era and even then there was still cat-calling allowed during productions. 

          According to a poll done by Ben Hewis in 2014 three-quarters of poll participants hate the idea of tweet seats (Hewis, 2014). This dislike for tweet seats can be seen in many comments left on articles discussing the topic.  One unhappy commenter stated, “So we spend weeks/months learning our parts, make sure each carefully perfected expression portrays exactly what we're feeling and every single move we make has a purpose...however small. THEN, as we attempt to convey our story to the audience, they look into their laps and tweet to their mates about a performance they can't even be bothered to watch. No...don't think so!!” (Netburn, 2011).  While it is understandable that audience distraction could lead to a different experience at a performance, is it not up to the discretion of the audience member to balance their engagement between Twitter and the live performance? Arts administrator Howard Sherman, former executive director of the American Theatre Wing, weighs in with “I do worry that people get so engaged in live tweeting that they miss the actual event, so while I don't oppose it, I do wonder if it undermines the experience of the event itself. But that's a matter of personal choice,” (Judkis, 2011).

          Although some find tweeting during a show a distraction, many companies are using it as an additional layer of interaction with the community.  In 2009, the Lyric Opera in Kansas one hundred tweet seats were reserved for its final performance of Gilbert and Sullivan's "HMS Pinafore.”  In these reserved seats audience members could use their phones to tweet about the production as well as follow content sent by the theater's artistic director about the production, the scenery, and whatever was happening on stage (Netburn, 2011).  The Cincinnati Symphony Orchestra (CSO) has taken a similar approach to their performances creating a specific hashtag for patrons who participate in the company’s tweet seats.  According to Chris Pinelo of CSO, “Basically, it functions like interactive program notes. You have an assistant or associate conductor backstage giving some insights into the music you're experiencing, and then you're able to respond, and it's like a digital conversation," (Ahmed, 2011).

          On the other hand, certain types of performance and venues find it difficult to offer tweet seats.  Smaller venues worry that audience members will be distracted by others tweeting in the intimate environment.  Metropolitan Playhouse in New York City, a three-quarter thrust state and only three rows of seats, cannot consider introducing tweet seats without thinking of the disastrous effect the glowing screens would have on the lighting design (Ahmed, 2011).  Opera companies, like the Palm Beach Opera in Florida, worry about audience “whiplash” as they divide their attention between phones, the actors, and the supertitles projected above the stage providing translations for shows performed in other languages (Ahmed, 2011).  

          Others have found an alternative use for audience engagement during a show, “Twittermission.”  The Huntington Theatre in Boston has introduced Twittermissions where artists, designers, stage managers, or other faces behind-the-scenes will field questions from the audience and answer them in real-time during intermission (Dunn, 2013).  This practice allows for audience engagement without the disruption that can be caused by tweeting during the show.  Huntington Theatre also projects the Twitter feed in the lobby during intermission (The Associated Press, 2013).  By projecting the tweets in the lobby it increases the visibility of the social interaction.  While mingling in the lobby, those without Twitter accounts are able to follow along with the discussion and learn any insider information an artist might be sharing while those with Twitter accounts have an added thrill of seeing what they have posted on the big screen.

          Beyond tweeting before, during, and after performances, performing arts companies have also introduced social media takeover days sometimes tagged as #TakeoverTuesday.   The most popularly used social media platform for takeover days is Instagram with photos being pushed over to Facebook, Twitter, and other sites, like the company’s blog page.  As a marketing technique, takeovers allow a company to broaden its reach by letting another user take over the account, providing followers with new content and possibly expand the company’s audience thanks to the guest user.  In many theatres, the star of the show or lead actors will take over the theatre company’s account for a day posting about their day leading up to the show, getting ready, and maybe one or two images form backstage during the performance.  In the image to the left, Amanda Jane Cooper, performing as Glinda in the national tour of Wicked, posted a recap of her #InstagramTakeover for the Segerstrom Center for the Arts account.  Her followers have now been exposed to the @segerstromarts account and may follow it, expanding the theatre company’s audience reach. 

          As stated on the TheatreMama blog, “Takeovers are perfect for theatre, because it is essentially changing the perspective of the storytelling” (theatreMAMA, 2016).  Companies are able to give a glimpse on the behind-the-scenes side of theatre that many patrons do not know about.  For a young person interested in pursuing a career in theatre, these small looks into the life of an actor or other member of the theatre community can be extremely valuable.  It can also open up the dialogue by commenting on the images wanting to learn more about the person, the company, and the art.  For theatre-goers, a takeover may pique the interest of some to attend a show they may not otherwise go to.  While a takeover day may seem like a supplement to other social media marketing campaigns, it can be an important one to the audience and community around a certain show or theatre.

          Regardless of the social media platform chosen, a performing arts company can benefit from the technology.  While in business it may be more apropos to sell, sell, sell, in the arts world audience engagement and development are key.  Ticket sales are of course important and a possible way to measure the impact of a social media marketing campaign, it is not the only reason to be part of a social media platform.  Engaging in conversations, posting interesting content, and other tactics as mentioned previously will entice users to follow a company’s media and see a production or even donate.  When a company is deciding where to spend their time (and money) on social marketing, Facebook and Twitter are the winners, but not the only options.  Each company should use what works for them as long as they are engaging with their community. 

  

Works Cited

Ahmed, B. (2011, 12 12). 'Tweet Seats' Come To Theaters, But Can Patrons Plug In Without Tuning Out? Retrieved from NPR: http://www.npr.org/sections/monkeysee/2011/12/12/143576328/tweet-seats-come-to-theaters-but-can-patrons-plug-in-without-tuning-out

Christiansen, R. (2014, 10 17). Why theatre seats for Twitter junkies is a #goodidea. Retrieved from The Telegraph: http://www.telegraph.co.uk/culture/culturenews/11169040/Why-theatre-seats-for-Twitter-junkies-is-a-goodidea.html

Dunn, T. (2013, 1 28). INTRODUCING: #TWITTERMISSION. Retrieved from Huntington Theatre Company: http://www.huntingtontheatre.org/blog/Thoms-Blog/Dates/2013/1/Introducing-Twittermission/

Hewis, B. (2014, 9 11). What are your views on 'Tweet Seats'? Retrieved from What's On Stage: http://www.whatsonstage.com/london-theatre/news/tweet-seats-poll_35673.html

Judkis, M. (2011, 12 05). Theater “tweet seats”: Good idea, or bad etiquette? Retrieved from The Washington Post: https://www.washingtonpost.com/blogs/arts-post/post/theater-tweet-seats-good-idea-or-bad-etiquette/2011/12/05/gIQAODTcWO_blog.html

Kanter, B. (2010). Social Media and the Performing Arts: Engagement First, Ticket Sales Second. Retrieved from Beth's Blog: Nonprofits and Social Media: http://beth.typepad.com/beths_blog/2009/10/social-media-and-the-performing-arts-engagement-first-ticket-sales-second-2.html

Lord, C. (2011, 6 14). Social Media and the Arts: a groundbreaking new study. Retrieved from Arts Jounral: http://www.artsjournal.com/newbeans/2011/06/social-media-and-the-arts-a-groundbreaking-new-study.html

Mlot, S. (2013, 1 4). Social Media Helps Boost the Arts, But at What Cost? Retrieved from PC Mag: http://www.pcmag.com/article2/0,2817,2413832,00.asp

Netburn, D. (2011, 12 6). Theaters set aside tweet seats for Twitter users. Retrieved from Los Angeles Times: http://latimesblogs.latimes.com/technology/2011/12/theaters-tweet-seats-twitter.html

Sold Out Run. (2016). The Big List of Theatre Marketing Tactics. Retrieved from Sold Out Run: http://soldoutrun.com/theatre-marketing-tactics/

techopedia. (2016). What is a Tweet Seat? - Definition from Techopedia. Retrieved from Techopedia: https://www.techopedia.com/definition/28507/tweet-seat

The Associated Press. (2013, 1 27). Providence theater experiments with 'tweet seats'. Retrieved from The Associated Press: http://www.usatoday.com/story/tech/2013/01/27/theater-tweet-seats/1868693/

The Huffington Post. (2012, 12 28). Minnesota Theater Offers ‘Tweet Seats’ To Smartphone Addicts. Retrieved from The Huffington Post: http://www.huffingtonpost.com/2012/12/28/theater-offers-tweet-seats-to-smart-phone-addicts_n_2375447.html

theatreMAMA. (2016). Follow Me: Are Instagram Takeovers Good Business for Broadaway? Retrieved from theatreMAMA: http://theatremama.com/follow-me-are-instagram-takeovers-good-business-for-broadway/

Wrap Up

Thank you for following along my blog this summer! As a reminder this blog has been dedicated to my online summer course MBA 6800 Special Topics - Social Media.

Over the course of the last six weeks while reviewing many different social media platforms I have learned a great deal about how businesses can utilize each as well as a little bit of the history for each site.  Most surprising for me is how old many of the platforms are in comparison to when I personally began using them seriously.  I also found that for almost all of these social media platforms for a business to be successful, the company needs to post interesting content and/or pay for ads.

Moving forward I now have a better understanding of where businesses should focus their time and energy when they participate in social media.  As the VP of Marketing and Communications for the Women in Business Leadership organization on BGSU's campus I now have a whole arsenal of new ideas and uses for social media for next year.  Since I only have so much time for this organization I will likely stay to only a few media sites, namely Facebook, Twitter, and Instagram.  It would be interesting to add others, but for the content needed to run other sites like LinkedIn or Snapchat may be more difficult to generate. Something to keep in mind as I move forward and begin generating content for the organization this school year.

Again thank you for reading! Happy summer to you!

pinterest ponderings

Pinterest is a photo sharing web and mobile application. Users can upload, save, sort, and manage images (known as pins) and other media content like videos through collections known as pinboards. Pinboards are typically organized around a common theme or topic.  Pinterest was launched in 2010 and was an invite only platform.  In 2012 you no longer needed an invitation to join and the mobile apps were launched. Nowadays, businesses can also sign up for their own Pinterest page to begin sharing pins and creating pinboards.

Pinterest offers businesses a unique demographic as 79% of Pinterest users are female and a majority of users are between 24-34 years old.  According to the article, 10 Amazing Facts About Pinterest Marketing That Will Surprise You, "The beauty about Pinterest ads is that they don’t look like ads. They aren’t treated as ads either. Pinterest users are smart and shun any blatant advertising. Retailers acknowledge this and adapted to the artsy look of the platform, doing away with traditional advertising and just hinged on the viral ability of the photos."  Pinterest allows for some creativity in marketing by adapting to the style of pinterest to share your businesses products with consumers.

According to Jim Dougherty on Cision.com, the most pinned categories are Food & Drink, DIY & Crafts, Home Décor, and Holidays & Events while the most browsed categories are Food & Drink, DIY & Crafts, Home Décor, and the user's home feed.  Jim also mentioned that Millennials use Pinterest as much as Instagram and that Pinterest is one of the fastest growing social platforms among millennials. On the other hand, Jim found that Europe has been slow to adopt Pinterest
Europe with only 8 percent of European Internet users having a Pinterest account.

Additionally, Ashley Zeckman from Search Engine Watch found that the the top domains ranked by number of repins include: Etsy.com, Urbanoutfitters.com, Williams-sonoma.com, Westelm.com, Reykjavikcornerstore.com, Poketo.com, and Brides.com.  She notes that "Etsy is the clear dominator of the number of repins by site. Surprisingly, only 8 percent of the total pins are coming directly from Etsy. A whopping 67 percent are pinned using the Pinterest bookmarklet." Looking at William-Sonoma's page there are a variety of different boards showcasing products and recipes. Each board looks appealing and gives the user a lot of great topics to dive into.

When looking up tips for businesses for market using Pinterest I came across Kevan Lee's article We Tried All the Best Pinterest Marketing Tips. Here’s What Worked. This article looks at the best tips, shown in the image to the right and which work and which didn't. What was found? Below are some of the interesting findings.

• Schedule your pins, having 5 to 30 pins posted each day
• Use Rich Pins -- Article, Product, Recipe, Movie, and Place pins 
• Vertical images work best with the best aspect ratio for Pinterest images is 2:3 or 1:3.5, with a minimum width of 600 pixels.
• Write better descriptions -- 100 words or fewer, use keywords, be positive, no hashtags is better, use shortened buff.ly links, and no promotional or "buy now" shout outs
• Create pins with text on them -- use programs like Photoshop or Gimp or an online tool like Canva to add text overlay on images. 

As for my experience, I have been using interest on and off since 2012. My Pinterest page is a like many other female users featuring recipes, inspirational quotes, crafting/DIY projects, and many boards for planning my wedding. In 2012 I mostly used Pinterest as a way to see funny photos and recipes. Over the course of the four years my tastes have changed and so new boards pop up like cross-stitching.  Last year as I was planning my wedding I made a number of wedding boards to keep ideas sorted.  For example, I made a board called Wedding Photo Samples to share with my photographer of possible shots to take during the day. In terms of interacting with businesses, I have not done a lot of it, or at least to my knowledge.  I do not follow a lot of large business companies, but do repin cute outfits or delicious looking recipes that likely began at a business. After learning more about businesses in Pinterest I will definitely keep an eye out to see how large companies implement the tips and tricks described above. 

instagram impressions

Instagram is an online mobile photo and video sharing social networking service that allows the user to post privately or publically on the app as well as push them to a variety of other social media platforms including Facebook, Twitter, Tumblr, Swarm, and Flickr.  Instagram was first launched in October 2010 with the app only allowing users to post in 4:3 ratio. In 2011, hashtags were introduced to help users find specific topics more easily. Facebook acquired Instagram in April 2012. With an update in August 2015, users can now post any ratio photo as well as 15 second videos.

Many of the facts listed on the image to the left businesses should consider using to improve their Instagram page. Photos are more engaging than videos and photos with faces will get more likes then without.  The use of at least one hashtag increases the amount of engagement for the post. Posts with a location tag also perform better.  Posting daily is also listed as a key to success. All actions businesses should keep in mind when uploading content to Instagram. Ideally a company should post an image with a hashtag and location every day, even better if the image includes someone's face.

Not sure where to start? Instagram has a help site for businesses which includes tips on how to get started, inspiration, advertising, and brand resources.  To get started, Instagram reminds business users to have a profile picture that represents the brand, interact in the community by commenting and liking, use tagging to your advantage by tagging other users or locations as well as including hashtags. The inspiration page, showcases users to follow and what they do well on their pages as well as popular hashtags to watch. To advertise with Instagram, there are three options available: photo ads, video ads, or carousel ads.  Carousel ads allows users to swipe through additional images and reach a call to action button which takes them to a website to learn more. Brand resources page showcases the Instagram brand logos and guidelines.

Outside of Instagram itself, there are many other articles that can help a business make the most of their instagram page.  How To Use Instagram For Business: A Beginner’s Guide provides a 5 best practices list for business which includes: The unique qualities of your brand’s audience are still important on Instagram, Tell a story with your caption, Instagram is a great platform for contests, Consider collaborating with a popular Instagrammer or influencer in your field or industry, and Instagram is progressively rolling out its advertising platform. The most interesting to me is the idea of using Instagram for contest.  "Contests can ask users to comment on your photo, share it, mention a certain number of friends, or even share their own photo with a specific hashtag." Don't worry about borrowing users, many expect to see contest.  Once you set up a contest on your page, don't forget to track the analytics and see how it benefits your brand!

I began using Instagram in January 2015 which feels very late after learning the history of the app. I follow many friends, a few celebrities, nonprofits and causes I am interested in, and very few businesses.  As with many other social media networks, I find businesses to be more annoying then they are worth. However, if you consider nonprofits as businesses I do follow many such as @RotaryInternational. Rotary International (RI) does a great job following many of the tips and tricks mentioned above.  RI posts mostly images with many hashtags and provides the user tags for who took the photo or who is in the photo.  RI also does a great job of commenting back on posts and engaging in the Rotary community of clubs and Rotarians. The photos are always high quality, tell a story, and are visually appealing.  While not a business trying to sell a product, Rotary International is trying to attract new members and donors and a great social media campaign can help accomplish this tasks.

One downside to Instagram is that it is a mobile app, meaning you can only post from a mobile device. For some businesses this could be problematic depending on the content you wish to post and who runs the platform for your company.  There are some websites and downloadable computer applications that can assist with posting from your laptop, Instagram is a mobile app.  One option that works for both iOS and Windows is Gramblr.  Another potential headache for businesses using Instagram is that many third party apps are not allowed to post to Instagram, such as Hootsuite cannot auto-post to Instagram but instead can help prep a post for you that you will need to upload yourself. While potential headaches, these small issues can be overcome for a great way to engage with consumers.

snapchat scrutinized

Snapchat is an image messaging and multimedia mobile application created in 2011. Created by two college students, Snapchat was created as a way to communicate using images that were explicitly short-lived according to Wikipedia. Snapchat has gone over many changes since it's inception allowing users to now share messaging as well as images.

After reviewing a number of articles including The Quick Guide to Using Snapchat for Business in 2016, 5 Ways to Use Snapchat for Business, How To Use Snapchat: A Small Business Guide, there are a number of ways for businesses to use Snapchat. A few ways that businesses can engage with consumers on Snapchat are as follows:

• Go Behind the Scenes. Snapchat allows businesses to film 10 second videos or post images that would not be broadcast otherwise. Many sports networks and teams are posting warm up, locker room, and other behind the scenes images that would not normally be available to the public. For many businesses, this can be a chance to reveal some of the magic that goes into the creation of the product or allow a look into the lives of the people performing the service. 
• Access to Live Events. Not every company is broadcast on tv or the internet, anyone is able to provide a live look at their event via Snapchat for 24 hours.  Maybe your company is hosting a gala event and wants to highlight certain points of the evening, Snapchat can allow you to do so!
• Special Offers.  According to the Social Media Examiner, "you could offer promo codes or discounts to the fans who watch your entire Snapchat story, or ask them to take a snap while holding your product."  The followers of the business could take a screenshot of the promo code and bring it in for a discount helping to get customers in the door. This is a great way to allow for customer engagement with your business and product. 
• For example, I follow BGStudents on Snapchat and recently they posted about free popsicles on campus in their story and then featured people enjoying the popsicles. 
• Tell a Story.  Consumers are more likely to remember a great story then just random photos. Since Snapchat includes video, a business has 10 seconds clips to string together and make a story, whether the story is any of the above ideas or something different.

For businesses it's also important to keep a couple of other ideas in mind.  First, keep the content PG, you never know who is on Snapchat these days and a number of young teens may be following you.  While other social medias may allow for crude humor, as a business try to keep it clean.  Second, it can be difficult to add followers as the consumer needs to know your handle and follow you.  One suggestion on adding followers is to include your Snapchat QR code on your website, flyers, and other distributions so people are aware of your account. An example of the snapchat QR code (my personal account) can be seen to the left.  Feel free to follow, many updates from my travels around France currently.

Personally, I did not begin using Snapchat until just over a year ago as a way to stay in touch with friends all over the world.  I mostly follow friends, a few local news outlets, and campus groups, like BGStudents.  Otherwise I am not actively following any large company or business. However, if I knew that there were special offers I could be accessing by following a certain company I may consider following them.  But, if they are not providing me with interesting videos and pictures I will likely unfollow them as to not waste my time on their story.

UPDATE (6/20/16) Over the weekend I attended the Le Mans 24 Hour race and there were posters (as shown on the right) around the entrance of the track informing attendees to follow the Ford Story Snapchat story. While waiting in line to get to the track you could take a picture of their QR code and beginning interacting with Ford's story. I decided to follow them and enjoyed some behind the scenes looks at the race, but will likely unfollow the account now that the race is over.

facebook findings

Facebook is one of the largest social media networks available to businesses today with more than 1.6 billion users around the globe. From it's original creation as Facemash, an online "face book" or photo directory for college students, the company now called Facebook has come a long way allowing anyone over the age of 13 to create a pages. Today, 50% of 18-24 year olds checking Facebook when they wake up and every second five new profiles are added.

As a business using Facebook, there are many resources and helpful tips to keep in mind. Facebook offers a variety of sites to assist with running an account and tips on how to post as references for businesses.  Beyond Facebook itself, many blogs and news sites provide helpful information.  Some of the articles that could be helpful to a business working to make their Facebook business page better are 5 Content Tips For Your Facebook Business Page, 4 Facebook Business Page Tips That Are Total No-Brainers, 10 Advanced Facebook Tips and Tricks, and 6 Small Business Facebook Posts: Critiqued with Tips for You. From these articles some of the best tips and tricks include:

• Use Images but Be Strategic.  It's important to have a great profile picture and banner (kudos if they mesh into each other like Corona's) so the users can recognize your brand.  Posts including photos are twice as engaging as text or links so choose the photo wisely and consider showcasing happy customers.  And remember to make it easy for the consumer to share their photos back by uploading to your page or sharing with a specific hashtag.
• Experiment with the Time of Day.  When starting out post at different times and track the engagement.  While most 18-24 year olds check first thing in the morning, other demographics check might check later in the day or at lunch. Figure out when your businesses target market is on Facebook and post accordingly. 
• Buy Facebook Ads. If your company has the financial resources, Facebook ads provide your business with exposure to more users.  Ads can be targeted to specific groups of people to aid in engagement and retention of new likes. Post Planner suggests to "treat your Facebook ad budget as you would a utility bill -- a necessary cost of doing business!"
• Offer Value.  Like any social media platform, a business needs to offer value to the user. Interesting content that is not too lengthy is a great start.  Try a monthly feature or even a new pinned post each week.  Perhaps showcase a special coupon for your followers to bring with them the next time they visit your business. 

From my use of Facebook, the businesses I follow are typically nonprofits, small businesses, education, or sports related.  I do not follow many large companies like Target or Owens-Illinois.  Instead I want to see what local businesses like Grounds for Thoughts has happening or what news articles Rotary International is posting about this week.  Large businesses for me are often a turn off as they often seem to be pushing their products at the consumer instead of engaging in conversation.  Which is not to say some large companies don't provide a human side. For example, some businesses use Facebook as their customer service page allowing for discussion on things that have gone or need improving.

As someone who runs a Facebook page for an organization, generating intriguing content can be a difficult task.  The time of day, whether the post is text only or includes a photo, if there are hashtags or not, can all affect the visibility and effectiveness of the post.  As a Facebook page administrator, there are many insightful analytics provided to help a company see where to adjust their strategy.  For the Women in Business Leadership page, I am able to see which posts are most engaging by reach or views and adjust accordingly.  Since it is summer and students are not as engaged with the page many of the statistics are a little sad this month, but I am confident come September the page will be showing growth and great engagement!

reddit reflections

Reddit is an entertainment, social news networking service, and news website created by community members who submit content, such as text posts or direct links, according to Wikipedia. Users register for a free account and become part of the community and are able to vote and comment on previous submissions as well as submitted links and other content. Reddits topics are broken down into subreddits or topic categories and anyone is able to make a new topic.  Subreddits act as forums where people can post about topics of interest with others. Reddit's most popular subreddit or "claim to fame" are AMAs (Ask Me Anything) and IAMAs (I Am A) where users can interact similar to a press conference, but online, by commenting questions and answers.

But how could a business get involved in Reddit? And do so effectively?  Luckily there are many resources available to businesses looking to start out on Reddit.  A few articles that I referenced include: 4 Great Ways to Use Reddit for Your Business, 6 Ways to Use Reddit to Grow Your Business, The Marketer’s Guide to Reddit, and The Ultimate Guide to Using Reddit for Marketing Your Business. Another resource for learning about using Reddit is Reddit itself, there is a thread How do you use reddit to promote your business? where users have discussed this topic. From these sites the biggest hints for successfully marketing your business on Reddit include:

• Create a Network or Community.  Businesses can create their own corner of Reddit devoted to their product or industry.  In order to draw users you, the business needs to provide interesting content. Utilize subreddits related to your business topic.
• Content Suggestions. Allow users to make suggestions for changes in the business, new products/service, or other topics. Hold an AMA or interview members of the business executive team. Post visual content such as photos and videos. Calendar or important dates for your business. 
• Drive traffic to your business's website. Share blog posts or other information from your website.  Provide interesting content from the business website not just company updates. Be wary of just dropping your web address in every post, you could get marked as spam. It all comes back to creating interesting content, not just posting to post. 
• Customer Service. Reddit allows businesses to set up a forum to discuss customer service issues whether by resolving the issue or pointing users to the correct resource. Users can help each other answer questions or the business can step in when there is a larger problem needing to be addressed. 

In addition to acting as a user, businesses can participate in Reddit Advertising.  This allows businesses to create ads to reach more users of Reddit.  An easy to use platform is provided to upload content for an ad, select target markets, and schedule when the ad appears.  Of course there is a cost to placing an ad but for larger businesses the cost may be worth the reach of the ad. When creating an ad Reddit provides many help resource to walk a company through what is needed to post an ad. Reddit also provides information on the traffic to your ad, specifically data on impressions and clicks.

As a consumer, Reddit is one of the last social media sites that I use.  The idea of voting up and down conversations drives me crazy and I find the layout of content difficult to read.  Additionally, having to open new tabs for comments and the article or content itself and then having to close out or go back to get to the original thread makes me crazy.  I prefer scrolling through content and comments all in one view not in a new tab for each, which is why I prefer Tumblr. There are just too many things to click on that open new tabs which makes it take more effort to get through content for me.  While I see the appeal for some and for a business to be part of the communities available, I prefer other medias over Reddit.