Purpose of this chapter is to provide you with know-hows and tips & tricks, that will help you to adjust messages you have developed to the medium you are using. There are certain aspects that you should define at the very beginning which are applicable to all platforms (like language, tone, colours, etc.), while there are certain things applicable to only that exact platform.
First you need to have sound, appealing and coherent accounts on social media platforms you have selected to be important in your work. As an artistic organization which would like to reach young people, Instagram will probably be a number one platform you will focus on, while maybe LinkedIn will be the least interesting to you. Also, have in mind that having an account on certain social media platform is far from having a “pretty account” and even further from having an impactful account, one that actually delivers and assists in user conversion. To achieve this, go back to the outcomes of chapter 2 – Designing you Identity, where we’ve been working on brand elements. Use them by applying everything developed on all social media profiles you own. Make sure that visual appearance on social media platforms is similar to your web page.
Furthermore, your social media voice and tone is also something you should think of. Would you like to sound casual, funny or professional? Think of the target group. How would they like you to sound? How would you like to sound to them? Also, is your tone going to be helpful or rather authoritative? Or something in the middle? Make decisions on these questions before you start making-on your accounts.
Despite which social media platform you select, your messages should:
- Be clear and concise. People like simple messages which are easy to understand. At the end, famous sentence by Charles Mungus says “Making simple complicated is a common place. But making complicated simple – that’s creativity”. And yet we should be more creative than others.
- Make sure that your posts are worth sharing. We already passed through main motivators for sharing in the communication strategy. Make sure that your messages are addressing them.
- Always call them to action. Doesn’t matter if you not in middle of some campaign for an exhibition you are having. Invite them to share, like, invite others. Don’t waste your online space on purposeless messages. And make sure your instructions and links are correct. Once they have difficulty doing something you invited them, you will have really hard times making them once again to try to do so.
- Don’t be pushy and try to invoke some curiosity.
Accompanying video production
In order to achieve best effect in reaching new audience, each contemporary art event / exhibition / performance have to be accompanied with the produced and publised video clips. So, in practice:
1. The recording and editing could be done in various ways, depending on production abilities, but it is highly recommended to do so.
2. Each produced video format should be no longer then 2 minutes.
3. All video should be posted at the Cultural operator’s YouTube channel and accordingly shared with the BITE team to be posted at the BITE YouTube channel.
All produced video material from cultural operators’ events who are implementing any of BITE CAMB content can be free upload and promoted, before or after events at the BITE of Art web platform and all BITE social media accounts. By presenting these video-story’s, BITE intend to further engage people who have visited events and make a stronger bond between cultural operator, BITE and young audience, popularize it further, and share success with other cultural operators Europe wide.
