Opera+San+Jose


 * Opera San Jose **


 * Contact Person: **  Nia Olmstead, Marketing & Special Events

 ** Phone: ** 408.437.4460

 ** Email: ** olmstead@operasj.org

 **Web Site:** http://www.operasj.org

 ** Executive Director: ** Irene Dalis

 ** Communications Director: ** Virginia Perry

 ** Social Media Staff: ** Nia Olmstead, Joseph Duong


 * Baseline **

 ** CWRF Overall Level: ** Walk

 ** Overall Score: **1.14

 ** Detailed Score: ** []
 * Indicator || Pre-Program Score || Post Program Score ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Networked Mindset || <span style="font-family: Arial,sans-serif; font-size: 9pt;">1 ||  ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Institutional Support || <span style="font-family: Arial,sans-serif; font-size: 9pt;">1 ||  ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Communications Strategy || <span style="font-family: Arial,sans-serif; font-size: 9pt;">1 ||  ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Staffing || <span style="font-family: Arial,sans-serif; font-size: 9pt;">1 ||  ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Analysis || <span style="font-family: Arial,sans-serif; font-size: 9pt;">1 ||  ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Tools || <span style="font-family: Arial,sans-serif; font-size: 9pt;">1 ||  ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Sense-Making || <span style="font-family: Arial,sans-serif; font-size: 9pt;">2 ||  ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Brand Monitoring || <span style="font-family: Arial,sans-serif; font-size: 9pt;">1 ||  ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Influencer Researcher || <span style="font-family: Arial,sans-serif; font-size: 9pt;">1 ||  ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Content || <span style="font-family: Arial,sans-serif; font-size: 9pt;">2 ||  ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Engagement || <span style="font-family: Arial,sans-serif; font-size: 9pt;">1 ||  ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Champions || <span style="font-family: Arial,sans-serif; font-size: 9pt;">1 ||  ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Relationship Mapping || <span style="font-family: Arial,sans-serif; font-size: 9pt;">1 ||  ||


 * <span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;">Burning Questions To Be Answered **<span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;">: 1. How can we make measurement a regular part of what we do? 2. How can we better identify/prioritize measurable objectives organizationally?


 * <span style="background-color: white; font-family: Arial,sans-serif;">Social Media Presence **

<span style="font-family: Arial,sans-serif; font-size: 10pt;">Blog: http://operasj.org/blog/

<span style="font-family: Arial,sans-serif; font-size: 10pt;">Facebook: http://www.facebook.com/operasanjose

<span style="font-family: Arial,sans-serif; font-size: 10pt;">Fans: 1781

<span style="font-family: Arial,sans-serif; font-size: 10pt;">YouTube: yes

<span style="font-family: Arial,sans-serif; font-size: 10pt;">Subscribers: 47

<span style="font-family: Arial,sans-serif; font-size: 10pt;">Views:21000

<span style="font-family: Arial,sans-serif; font-size: 10pt;">Twitter: http://www.twitter.com/operasanjose

<span style="font-family: Arial,sans-serif; font-size: 10pt;">Followers: 2402

<span style="font-family: Arial,sans-serif; font-size: 10pt;">Hashtags:


 * February 4**

I wasn't surprised by our low scores on the indicators. OSJ was later to the online game than other comparable orgs and isn't using in-depth analysis tools in the decision-making process. However, it's becoming clear that we must become much more data-focused in order to maintain the same level of contributed and earned income as in previous years. That's why I'm really looking forward to participating in this learning group and learning analysis skills that will hopefully be permanently implemented at the company.

Describe our social media policy? There isn't one.

These are the indicators that are realistic to improve within the next 5 months:

__Culture__ Institutional support: Create a social media policy and have it approved by Marketing and HR directors

__Capacity__ Communications strategy: Have a strategic plan with SMART objectives, align Facebook and Twitter platforms, and make sure all posts are on brand and on message Hours: It's possible that we'll be able to dedicate more hours to social media in the future but it will have to be worth the time invested, which means we really need to be able to measure ROI and track KPIs on our online marketing.

__Measurement__ Analysis: Would love to get to the Walk stage by July 2013 and Run by July 2014... a girl can dream! Tools: Connected to Hours- if there's the time and I learn the skills, it's possible to achieve Run stage by July 2013. Sense-making: Can see us getting to the Run stage by July 2014.

__Content__ Integration and Optimization: Again, connected to Hours... If we consistently update and use an editorial calendar, can Run by July 2013.


 * February** **26**

__Social Media Policy__ Since the last call, I have had some productive talks with our marketing director about social media policy and we were able to outline what we wanted in a policy. She agrees with me that since there are only 2 people involved in producing our social media, and 1 other person who sometimes contributes on his personal profile, that we don't need to widely distribute a policy. We're going to keep it brief- just present the goals of having a social media presence, have a process for handling delicate situations, and set some ground rules about what our social media shouldn't be used for. I tried the online policy tool that Beth sent but didn't think the results were really applicable to our organization. I also unearthed the remains of a previous company policy which I believe is much too in depth for what we need it for. So I'm still in the process of distilling it down into a document that is actually useful and makes sense for our org.