Social media platforms and their users are constantly changing, making it difficult for managers to create a comprehensive social media strategy that lasts for more than a year. Still, certain guidelines for engaging your audience through social media are becoming standard. This week’s TBT takes a look at how social media concerns, techniques, and strategies have evolved in the last five years.

 

Social Media Management Software

This introductory white paper by Caroline Brent from 2014 compares several affordable options of social media management software. Perfect for small arts organizations, this primer looks at the specific advantages of HootSuite, Buffer, and Sprout Social, while providing some great strategies for creating social media frameworks.

 

Frustrated by Managing Multiple Social Channels? Buffer It!

For a more in depth look at Buffer, see AMT-Lab Contributor Haisong Li’s 2014 product review. The final verdict? Buffer is an affordable, well-supported, and user-friendly tool.

 

Mapping Social Networks: Past, Present, Future

AMT-Lab Publisher Dr. Brett Crawford lends her insight to the historical context of social mapping in this 2013 think piece.

 

Want to Succeed in Social Media Marketing? Work With Influencers! 

In lieu of simply counting likes and shares, AMT-Lab contributor Vivi explores the power of influencer marketing on social media in this piece from 2013. How can we measure the success of our campaigns in terms of these elusive influencers?

 

Research Update: Best Practices of Social Media

AMT-Lab contributor Aoni Wang takes a look at some tenets of effective social media use. Her conclusion is that goals, execution and measurement are all critical components for a successful campaign—still an important lesson today.

 

Building Audience Diversity Through Social Networking

In this 2010 think piece, Amelia Northrup looks at the intersections of social networking, community building, and issues of diversity and inclusion. Though social media has change a lot in the last five years, this examination of engagement strategies raises questions about race and the arts that are very relevant in 2015.

 

The Art of Social Media Analytics, Parts 1, 2, and 3

This 2011 series, also written by Amelia Northrup, is made up of three parts which looks at how the interpretation of social media data is as much of an art as it is a science. From tools for tracking to strategies for decision making, this series provides a great selection of mechanisms and tactics for social media managers.

 

The Importance of Operating a Social Media Campaign

This 2012 article by guest contributor Eric Taylor is a great reminder for anyone asking why a social media presence is important for arts organizations. From communication to ROI, Eric lays out a series of justifications that are still true three years later.

 

Playing by the Rules: Creating a Social Media Plan

Elizabeth Quaglieri lays out some important considerations to remember when crafting a social media plan in this playful 2012 piece. Though the social landscape has shifted a bit, the resources that Elizabeth supplies are still handy.

 

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