1. Social Media Listening Experiment<br />Objective: Monitor existing social media streams to learn more about our online audience<br />Tools: Social Mention, Google Reader, Twitter and Qwitter were used to LISTEN<br />Audience (on facebook, twitter, and flickr platforms):Jewish Individuals & Enthusiasts | Jewish OrganizationsArts/Culture Enthusiasts | Arts/Culture OrganizationsPressFamiliesTouristsBoth National & Local<br />Social Media as part of an overall marketing plan:Print Collateral, Email Marketing, Public Relations are supported and enhanced by Facebook, Blogging, Video, and Twitter. Increasingly, requests are made in the same breath for a flyer and for a facebook event to be created.<br />Key Learnings: <br />“We’re in the club”: Our efforts at collaboration with other institutions have been very effective, as we se ourselves mentioned collectively with them as peers.<br />“You don’t have to be Jewish…”: While we may be an easier sell for a Jewish audience, the universal appeal of our offerings is making itself known, and non-Jewish audience members are very willing to engage on these themes, or even Jewish themes so long as they are kept high level and accessible.<br />“Don’t look desperate”: Keep the content at the center of the marketing message, and it is a more effective use of energy to reach out to individuals once they have taken an action that demonstrates a willingness to connect with the organization, such as following us on twitter, as opposed to simply mentioning us.<br />“Maintain a balance”: Again, keep the content at the center of the communication. Sillier topics may get more traction with some audience members, but this is not fully representative of us as an institution, and doesn’t speak to other segments of our audience who are interested in our heavier content. We need both.<br />Next steps:Make listening an integral part of our social media plan, and engage only with an awareness of what is already being said.One-to-one contact will be continued and scaled up.Continue to identify influencers and fansFigure out who is missing from the conversation and how we can engage them in conversation<br />