A New Internet and Social Media Strategy for Dancers and Dance Companies
We need to rethink how dancers, choreographers and dance companies use the Internet and social media.
Dance itself, the creative work and explorations of movement artists, should be at the very heart of one's website and all of the social media tools that one uses. Audiences, friends and networks should be able to engage, on a daily basis, directly with dance-making in physical, participatory, emotional and any other manners that are important to choreographers and dancers.
The first step in brainstorming about the creation of a new or revised Internet strategy should start in the dance studio and not in the meeting room. It is a dancer's or dance company's movement approach, artistic investigations and creative work that matter most. And it is these personal qualities and vision that should serve as a springboard for a vibrant, innovative Internet presence.
10 Keys to a Successful Internet Presence for Dancers
Dancers, choreographers and dance companies:
1) Make their artistic explorations and creative work the primary focus of their Internet presence.
2) Experiment with innovative online approaches to engaging their audiences, friends and networks in a direct and creative way with their dance-making.
3) Treat their website or blog as a centralized hub for their social media-enabled Internet marketing and communication efforts.
4) Rely upon low-cost and open-source content management software programs to build professional-quality websites and blogs that are easy to manage and update.
5) Focus on how their different audiences and networks use dance-specific online media for their own creative, curatorial, collaborative and sharing activities.
6) Optimize their website and social media efforts for building traffic and expanding their audience and network.
7) Learn to use and master the key content management and social media applications that they rely upon.
8) Build online creative and marketing alliances with artistic collaborators, content experts, publishers, audiences, financial supporters, activists and others who share the same vision and passion.
9) Seek to achieve concrete goals for their Internet strategy that include a combination of larger audiences, increased bookings, more publicity, improved fundraising and new revenue streams.
10) Measure the success of their Internet and social media efforts by using both quantitative and qualitative metrics to assess their overall effectiveness from both an artistic and financial perspective.
Posted by
Doug Fox on March 2, 2009 4:00 AM
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9 Comments
Doug, thanks for this terrific list.
I'm so glad that your 10 Keys seem to come from more big-picture thinking than the typical kind of advice you often see, i.e. 1. Get a Blog, 2. Get a facebook account, etc.
I especially like #9 - seeking to achieve concrete goals. The question, "What are you hoping to achieve?" should guide decision-making, before any organization jumps on the social media bandwagon.
Thanks, Maryann!
Glad you found it helpful.
I enjoy reading your blog and following your tweets. I especially liked your post last week on live-theater tweeting.
Well, here's to our mutual admiration society! ;-)
But seriously, thanks so much.
You know I think your work is terrific.
Maryann
These are good tips, but not just for dance organizations. Any company could use them to improve their online presence. It's very exciting that you are thinking about this on (what appears to be) a daily basis. Sounds wonderful! I'm jealous! :)
On another note, why do you think it's important that dance organizations use the internet strategically?
Allison, glad you liked the tips!
On question of strategic view of the Internet: A lot of dancers already spend a good amount of time online with Facebook, video, email, blogging and other apps. With a bit more of a broader look at one's overall approach to using the Internet, I think there are many approaches that can be experimented with to engage with and build audiences in new ways.
I'm always looking for examples. So if you and others have stories about how dancers are using the Internet and social media, please let me know about.
Thanks!
Allison, just to add my two cents, I think that yes, dance companies, like all arts organizations, should be thinking strategically about the internet.
I like to think of online tools in the same way as any other communications tools -- you wouldn't do direct mail or use your email list with a scatter-shot approach. Same with social media.
Great post! My dance partner and I have been trying to develop strategies using Internet to broaden up our social network through our blog, and also as an environment for development of dance projects. We´re still at the beginning but I invite you all to take a look at our blog: http://www.nbdanca.wordpress.com
We try to keep it updated in English, but as I´m the only one who speaks and write in this language, not everything is posted in it (yet). Thanks!
Bel, thanks for the comment!
And good luck with your Internet and social media efforts.
Thank you for these great suggestions. We are in the process of revising our website to do very similar things. Our target audience used to be corporate event planners but now we are turning our site into more of a portfolio piece for our self produced performances.
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