Course blog for American University PERF-570, Fall 2014
Colleen Dilenschneider calls out arts organizations in her latest article, “Why Using Social Media For The Sake of Using Social Media Hurts Organizations.” She describes that an organization who jumps on the social media bandwagon without thinking strategically can self harm because they are really just wasting time. The article is great because it outlines key factors in how to better an org’s use of social media.
She insists that a digital initiative, although increasingly necessary, should not be carried out unless we know what it will accomplish. Determining what it can accomplish can be aided by the following questions provided by Dilenschneider in her article:
Without understanding how to properly integrate social media in a way that will be effective, your organization could just be wasting resources. Don’t let an employee waste time running a worthless social media campaign. Executives will begin to think social media has no value making a social media buy in/commitment even harder in the long run. By the time you figure out how to use Twitter, your exec will already believe that it’s worthless.
The bottom line here is: Don’t waste time, money, and energy on social media unless you know how to implement it strategically. If you don’t know how to do that, figure it out because social media is becoming less of an option and more of a necessity.
This article was important to me because my favorite theater has an abysmal social media presence! One time they just tweeted a link to a Facebook post with zero explanation. Usually they can’t even type a Twitter post with less than 140 characters so everything ends in “…” Check it out for yourself: https://twitter.com/alleytheatre