Arts Council of Silicon Valley

Participant Name: Emily Knutson
Web Site:
Phone: 408-998-2787 x210

Social Media Presences


Facebook Benchmarking
June, 2011

Fans: 565
Total Posts:1 (ACSV post) 2 (other orgs posted on our wall)
Total Comments: No comments, 1,013 impressions
Comments per Post: none, 1 like

Wiki Journal (please jot down your "next action" and any high level insights you gained from session or questions you have as you implement your homework)

July 29, 2011: Orientation
11:00 am PST - 2:00 pm EST
This one-hour session will introduce the program, expectations, and provide time for questions.
Group 1A
Group 1B
Resources and Materials

Why do you want to improve your organization's practice on Facebook?
  • I believe that in order to aid in the growth of our organization and further our mission we need to more effectively utilize social media and Facebook in particular. As an arts and culture re-granting agency it is essential that arts organizations and artists know who we are and that we are here for their support. Facebook is an important media tool that we need to use to get the word out about our different granting and scholarship opportunities. We also need to raise awareness of our organization to aid in fundraising to support our granting programs.

August 4, 2011: How To Create a Facebook culture inside your organization
Group 1A: 11:00 am PST - 2:00 pm EST
Group 1B: 1:00 pm PST - 4:00 pm EST
**Resources and Materials**

Next Actions:
  • Review Arts Council Silicon Valley social media policy and compare to other policies. Update policy as needed.
  • Create Facebook Community Guidelines and post on our Facebook page.

Reflections/Ideas that Resonated:
  • Web Wednesday/Technology Tuesday - I really like the idea of going through brown bag lunches with targeted staff members and demonstrating "how to's" (Facebook, LinkedIn etc...), addressing problems/issues with privacy, and creating work plan for posting so everything is manageable. I like the idea of marketing these meetings as not solely about Facebook but basic technology/web meetings so that for those staff members that are Facebook defensive they begin on positive ground. Meeting frequency may be monthly or biweekly instead of weekly as and already multitasking staff would be more receptive to small steps each month.
  • Social Media Tree - One thing that resonated with me during this discussion is the integration of different departments on staff and inclusive of the our board to utilize Facebook. Focusing staff and board (online ambassadors) where appropriate would be fantastic. The creation of an organizational tree of who can be counted on to post what (like a phone tree that the PTA would use to get the word out) and different categories of posts may be helpful to our organization.
  • Content Plan - Looking forward to learning more about this and integrating it in our communications strategy. More consistent posts and "value-add" content will no doubt help our message go further. (side note: I do find that I get discouraged/annoyed when I get 4 posts on different subjects from one organization in a single hour on all channels of social media, would like to see and effective and efficient strategy for not overwhelming viewers, subscribers, likers, etc...)


Facebook Community Statement:
  • Arts Council Silicon Valley would love to hear from you. Please share your comments, stories, photos, and questions. Guidelines: Be respectful and courteous to others and please no spam. We reserve the right to remove comments or ban anyone who violates these guidelines. If you have any questions please

Comparison of Social Media Policy with other policies:
  • I was really impressed with how visually playful many of social policies can be instead of the usual office document. Ours is currently a four page PDF and I'm thinking about in our next round of revisions of improving the graphic quality of the document so it is more fund to read and the general concept that we want people to retain will stand out. If we condensed it down to one page this could be something that is posted in the workroom as a reminder.

August 26, 2011: SMART objectives and measurement strategy
Group 1A: 11:00 am PST - 2:00 pm EST
Group 1B: 1:00 pm PST - 4:00 pm EST
**Resources and Materials**

Reflections/Ideas that Resonated:
  • SMART Objective - easy definition as SMART sound intimidating "Intention statement quantified by how many and when." example: Arts Council would like to increase Facebook likes to 1000 by January 2012. Look to creating achievable and measurable value add objectives.
  • Pick the right metric - look for what matches our goal.
    • Awareness - number of likes, traffic, impression,
    • Engagement - comments per post/shared stories, feedback %
    • Action - attends an event, donations.
  • Liked the idea of transferring newsletter subscribers to Facebook likes as we already have the button on our newsletter I may want to look for ways draw connect with them.
  • and Edgerank - really excited about looking at these tools and how they can help us measure our progress and improvement.

Next Steps:
  • Meet with colleague and confirm the following:
    • Explore social media measurement tools
    • Check on where we stand compared to other similar organizations for benchmarking.
    • Identify SMART Objectives based on our intent.
    • Look at our Benchmark data.
    • Identify the metrics or data that will be collected and what tool will be used

  • SMART Objectives for Facebook:
    1. Increase Facebook lifetime likes 1000 by January 2012
    2. Increase frequency of posts to 2 per week by January 2012
      • Anna Weldon, Director of Communications and I plan to team on this goal and each post at least once during the week
    3. Increase impressions and community involvement on Facebook to three interactions per week by January 2012
      • impressions/interactions would be comments, likes or views
      • utilize Facebook questions to inspire interaction

Conclusions on research:
  • Looked into measurement tools and Edgerank. Was really impressed by what they have to offer but it may be a little advanced for what can currently accomplish. We will put them in the plan for a goal in the future. At this point we will stick with Facebook insights as our primary collector of data.
  • There is so much out there that is unknown and unproven and it is exciting and daunting at the same time. It has been really helpful to look at this as a group and learn together. Thank you Beth for your guidance.

September 23, 2011: Recruitment and Engagement
Group 1A: 11:00 am PST - 2:00 pm EST
Group 1B: 1:00 pm PST - 4:00 pm EST
**Resources and Materials**

Reflections/Ideas that Resonate:
  • Linking Google Analytics notes to when we post so that you can see a reference to what works as a referral to our website.
  • Board member status updates - put it in there/ tell my friends link to board members

  • Cross promote through more channels - call to action included to the like message. (i.e. join the discussion..)
  • Custom landing page. special tab of content (including the call to action) converts visitors to fans at faster rate. Integrated with campaigns. "Page moto", graphic icon, logo pictures
  • Open ended questions, and varied content to keep it fresh
  • Always be commenting. Reply back - Nutshell Mail - email reminder that summarizes, posts on fan page, can be scheduled to receive at specific time of the day

Next Steps:
  • Advice from Beth that we should maybe post more than two times per week. - look at forms of engagement and strategies for moving forward.
  • Once a day Facebook management/exploration. pick a couple of ways to get attention and see how they work. look at top twenty list and try them all.
  • Try engagement techniques and monitor results
  • Fill out 10 question for open ended question posts (create a caption for a photo) Start with daily

  • Try at least 3 different recruitment attention tactics
    1. Landing page is in the works! It will go live on November 1st in conjunction with our Annual Appeal Fundraising Campaign.
    2. As a part of this campaign we have made sure include links or mention Facebook address and like us on all print material and communications.
    3. We will be utilizing causes as part of this campaign and adding another dimension to our Facebook page, this will also go live on November 1st.
    4. Everyone in the organization has a like us on Facebook button in their emails

  • Questions 3x per week
    • I found it really difficult when I was so used to just making statements and giving out information to start asking questions. It felt a little awkward and rusty at first but as the end of this month I'm feeling much better and am pleased so far with the results of asking questions. I averaged around 2 questions per week and found that some question topics received more responses than others. The more specific and mission oriented questions definitely did better than fun questions like "Who is your favorite Silicon Valley Artist?" When I asked questions like "Besides monetary support, what kind of support or services would be most valuable to artists and arts organizations?" (more in alignment with our mission) there were more responses/comments than we had ever received. It will definitely take some practice to find the right balance of questions and information dissemination.
    • Over the last week we have been sharing status from partner organizations and have been helpful in recruiting more likes and help getting our names out there.

October 28, 2011: Content Strategy
Group 1A: 11:00 am PST - 2:00 pm EST
Group 1B: 1:00 pm PST - 4:00 pm EST
**Resources and Materials**

Reflections/Ideas that Resonate:
  • Overall integrated content strategy - Coordinate overall content, just tweaked for each channel. Listen, plan, create, engaged share, access.
  • Holly from Lightbox Collaborative - Editorial Calendar - organize content across channels, list of standard things and ways to leverage. I love this chart we will definitely be using this.
  • Trivia contests / chop shop style... pieces and parts can be more engaging than the whole story.
  • Average life of content is 4 to 6 hours -recycle reuse content in different contexts.
  • Review based on reach and virility.

Next Steps:
  • Experiment with automation vs non-automated for the holidays.
  • Work with on filling out content calendar for the year.
  • Continue with recruitment tactics and working on interaction and questions and trying different types of posts and look at Facebook Insights to help us determine what tactics get the most response.

  • Continue writing in journal.
  • Plan months worth of content. Implement and track.

November 18, 2011: Brand Ambassadors
Group 1A: 11:00 am PST - 2:00 pm EST
Group 1B: 1:00 pm PST - 4:00 pm EST'
**Resources and Materials**

Reflections/Ideas that Resonate:
  • Fun on ramp for education around issues. Use fun and interesting pictures as a hook for more serious.
  • Keep track of who is interacting with us. Give shout outs, cultivate, make it a relationship. Reach out for ambassadors.

Next Steps:
  • Try social proofing with Annual appeal. Thanking donors online on Facebook. Champions for the cause, holiday wishes ask for outreach posting on Facebook.
  • Keep working on content, and varied content. Keep working on Content Menu/Plan.

  • Write in journal
  • Work on: ambassador program/content and engagement.

Progress on Homework and Updates:
  • Content Planning Calendar: It seems that every year during the holidays it gets harder and harder to fit everything in that needs to get done. I can't stress enough how helpful the content calendar has been to think ahead and plan. I've finally finished three months of general content and themes for our newsletter, social media and our website. This was a very helpful aid to look at work loads and anticipate graphic and content needs so that it is not a fire drill to get things done. The calendar that Beth provided from light box collaborative has been really invaluable in coordinating between different departments and the addition of the ideas and holidays are wonderfully helpful in inspiring content.
  • Ambassador Program: I have been trying to get an ambassador program started on Facebook for our annual appeal. I really love this idea and believe that it could take off. Unfortunately I do not have support yet to move forward and ask for support from Board members and staff and partners. I will need to create a sales pitch for our Executive Director and senior staff to move this forward and show the value this program. I will be working on that over the course of the next week and hope to get support before the next webinar.

December 16, 2011: Learning from Measurement
Group 1A: 11:00 am PST - 2:00 pm EST
Group 1B: 1:00 pm PST - 4:00 pm EST
**Resources and Materials**

Reflections/Ideas that Resonate:
  • Participate in comments and conversations on partner pages. The more we interact as an organization with other people, organizations and conversations the more we will be included in the conversation.
  • Metrics Monday... weekly review on what worked and making changes.
  • Moment of reflection. Take time to reflect daily. Would be wonderful to add to my daily routine.
  • Review and compare our Facebook page to other pages... get ideas and inspiration by others.
Next Steps:
  • In the coming year we will have monthly social media meetings with our marketing partners so that we make sure that we are all on the same page and can learn together as a group.
  • 2 slides of what we learned from the pilot. Share what we learned and visuals of content analysis.

Progress, Analysis & Thoughts:

New Benchmark: December, 2011
  • Fans: 692
  • Total Posts: 33
  • Total Comments: 10 comments, 34 likes
  • Comments Per Post: average 0.3 comments per post and 1 like per post.

Original SMART Objectives for Facebook:
  1. Increase Facebook lifetime likes 1000 by January 2012. - We are still working towards our goal and hope to reach this by the end of January. We will be utilizing contests and increasing value added content with the addition of more tabs with opportunities for artists.
  2. Increase frequency of posts to 2 per week by January 2012 - Goal reached, success! We now post at least 2x daily during the week and 1x daily during holidays. This task got to be much easier as we got into the habit of searching out and posting items. Another great aide to this task was utilizing a Content Calendar and Posting Menu that has made the process smooth and virtually effortless.
  3. Increase impressions and community involvement on Facebook to three interactions per week by January 2012 - Goal reached, success! We average at least 4 comments per week and 8 likes per post per week.

I feel that we have made tremendous headway for our ultimate goal of increased awareness for Arts Council Silicon Valley on Facebook. I'm sure that this will always be a work in progress as technology is forever changing and shifting, but I feel like it has been an incredible help to have these monthly group learning discussions and guidance from Beth. The new year is beginning with a positive critical review of our successes and failures in 2011 and we are looking forward to new goals, tactics and trials. Thank you Beth for including me in this workshop, I've learned so much!

January 6, 2011: Learning Culmination**
Group 1A: 11:00 am PST - 2:00 pm EST
Group 1B: 1:00 pm PST - 4:00 pm EST
Resources and Materials