Palo+Alto+Art+Center


 * Palo Alto Art Center **


 * Contact Person: **  Karen Kienzle, Director

 ** Phone: ** 650.617.3535

 ** Email: **karen.kienzle@cityofpaloalto.org

 **Web Site:** www.cityofpaloalto.org

 ** Executive Director: ** Karen Kienzle

 ** Communications Director: ** Sarah Goodman, Marketing Coordinator

 ** Social Media Staff: ** shared responsibility between Sarah Goodman, Rebecca Barbee, and Sharon Fox


 * Baseline **

 ** CWRF Overall Level: ** Crawl

 ** Overall Score: **1.37

 ** 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;">2 ||  ||
 * <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;">2 ||  ||
 * <span style="font-family: Arial,sans-serif; font-size: 9pt;">Analysis || <span style="font-family: Arial,sans-serif; font-size: 9pt;">2 ||  ||
 * <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;">3 ||  ||
 * <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;">1 ||  ||
 * <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:

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

<span style="font-family: Arial,sans-serif; font-size: 10pt;">Fans: 758

<span style="font-family: Arial,sans-serif; font-size: 10pt;">YouTube a bunch of videos six months ago

<span style="font-family: Arial,sans-serif; font-size: 10pt;">Subscribers: 6

<span style="font-family: Arial,sans-serif; font-size: 10pt;">Views:1500

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

<span style="font-family: Arial,sans-serif; font-size: 10pt;">Followers: 242

<span style="font-family: Arial,sans-serif; font-size: 10pt;">Hashtags: from time to time, use hashtags, but all event based

<span style="font-family: Arial,sans-serif; font-size: 10pt;">**1/23/2013** <span style="font-family: Arial,sans-serif; font-size: 10pt;">Today Sarah worked on organizing her profile on the wiki. She also started experimenting with Diigo, collecting links to websites that deal with social media policies and using new types of social media such as Pinterest, to share with colleagues at the Art Center. Pinterest could be an effective source of engagement for the Art Center, as it is visually based and could connect with potential patrons for art classes, as well as promoting projects that could reach people outside of our community.

<span style="font-family: Arial,sans-serif; font-size: 10pt;">**2/5/2013**

<span style="font-family: Arial,sans-serif; font-size: 10pt;"> Lots of food for thought after this week's discussion. The PAAC Social Media team has had a "social media cheat sheet" in draft form for about a month, which attempts to educate internal staff on how our procedure works for submitting content to the team for posting on social media sites. However, this is not the same as a social media policy, which is dictated by the City of Palo Alto. The COPA has a social media policy that is not specific to the Art Center, but it is the basis for our internal organization policy. So, utilizing the tiered policy is a little more complex, and we should really get around to revising and posting the policy in conjunction with our "cheat sheet."

<span style="font-family: Arial,sans-serif;">Another thing that we had come up this week was some negative feedback on our FB page, posted to our timeline. The two-part post was written by someone who was angry about the decision to move the jewelry studio from Cubberly to the Art Center on Tuesday nights, and the necessary changes needed to make to accommodate the jewelry studio (eg. moving a drawing studio class to another room). The poster had a legitimate issue, feeling as though the changes would impact his and others use of the art studio on that night, but he his tone was angry, and he was operating on misinformation regarding the Art Center being without a director and calling into question our right to make such a change without consulting the artists using the studio, and without a director. Karen, our director, responded quickly with a long response that addressed each of his issues, and corrected the misinformation. She also used this an opportunity to schedule a community discussion panel that is open to the public for people who feel negatively impacted by the changes to discuss their concerns with the management in person. We felt this was an appropriate way to deal with the issue without letting it go unaddressed, or escalating, and it was nice to get some advice from Beth that confirmed our feelings.

Going forward, we will be creating and posting a public social media policy on our FB page in order to make full disclosure to our audiences that we will respond to their issues and grievances in a particular way. Of course, we will be discussing how this policy will take shape at our social media team meeting on Friday!


 * 2/14/2013**

Karen is currently looking at the City of Palo Alto social media policy and will make revisions appropriate for the Art Center. Sarah has a hard deadline of Feb. 22 for finalizing our social media cheat sheet/usage procedures. After revisions, it will be submitted to staff. We will be hosting a staff meeting to familiarize staff with our social media policies and procedures - TBD The social media team will be meeting next week for a brainstorming session on identifying influencers.


 * 2/20/2013**

The great social media policy review continues... Today, we worked on reviewing the City of Palo Alto's social media policy, which is pretty thorough and complete. In fact, it appears like the City's social media policy is being used as an example of how to put together a good social media policy, so we're standing on the shoulders of giants, in that regard. After our session next week, the social media team is going to meet and revise the city's policy for the Art Center's needs and incorporate this into our Social Media Use Cheat Sheet, which will be distributed to the Art Center staff.

Sarah has been reading through Beth's blog for more ideas on fleshing out our cheat sheet. She is also reviewing both books, //The Networked Nonprofit// and //Measuring the Networked Nonprofit//, in an attempt to better her understanding of the methods and madness of online networking. She hopes to bring some questions to the next session!


 * 2/27/2013**

We had our network mapping meeting today! We split into three teams and worked on identifying networks for three areas of the Art Center: Children's Programs, Foundation, and Adult Programs. The following is the result of this exercise:


 * Network Mapping Meeting –** Major Influencers:

PAUSD – Sharon Ferguson, Melissa Caswell PAAC Education Staff Dana Thom Kevin Skelly Amourence Lee (BAMP) Mona Hartman (Stanford Families) Katherine Saviskis (Media Center) Music Mural Arts Project
 * Children’s Programs:**

Sid Espinosa Karen Kienzle Bern Beecham Melissa Caswell Tommy Fehrenbach Kiwanis/Rotary Club
 * Foundation:**

Danielle Archambault Jim Smyth Ginger Burrell Jan Schacter
 * Adult Programs:**

In addition to identifying our major influencers in these three areas, we also started brainstorming weaving opportunities for each group:

Weaving Opportunities :

Cross promote Regular contact with peripheral hubs Visibility/Promoting power of artwork Schools City status for further reach Parent Clubs Stanford
 * Children’s Programs:**

Board interface with local non-profits Board members connections with other non-profits Invite different organizations to hold events/attend events at Art Center Linking to Stanford Making Foundation thought leader
 * Foundation:**

Maximizing social media to draw in younger audience Connect to super teachers/students/volunteers on FB, Twitter Connect to institutional “Friends” like BAGI, Djerassi, Cubberly, etc. on social media
 * Adult Programs:**

Sarah will begin to search out institutional and organizational "friends" on Facebook and Twitter in an effort to cross promote with these orgs and individuals. The Social Media Team also had a meeting yesterday and a follow-up meeting today that addressed specifics about the Social Media Cheat Sheet, in addition to working with friendly organizations and individuals to cross promote Art Center activities. We will be tracking our Facebook page for six weeks, beginning in March, to determine if there is a measurable increase in generating attendance and class enrollment. We will also be setting a goal of increasing our engagement with our Facebook audience by 2 comments/shares per post made by non-Art Center individuals.


 * 3-18-13**

The last week has been pretty hectic, so the wiki updates have gotten a little behind. Anyway, we are monitoring our Facebook posts for engagement in the form of likes and comments. We have noticed that certain posts do better than others. A post asking an open-ended question regarding a photo prompt did very well, generating 4 comments from unique users. Other posts that had an image and a question prompt continue to not do as well, so perhaps this has something to do with the wording or the manner in which the photo was uploaded (FB's wacky interface has issues with photos posted from mobile devices, or whether the image was posted as part of an album, etc). Our Twitter account continues to pick up followers at a steady rate, about 1 or 2 per week. We are even getting the occasional retweet.

The link to the TNT employee guide to social media is also really helpful. http://group.tnt.com/Images/20100901_TNT_Social_Media_Guidelines-English_tcm177-523534.pdf

Right now we are looking into free analytics programs for our social media to give us an idea of where we stand within the online community.