{"id":1903,"date":"2012-08-29T07:03:00","date_gmt":"2012-08-29T11:03:00","guid":{"rendered":"http:\/\/www.artsjournal.com\/engage\/?p=1903"},"modified":"2012-08-29T07:03:00","modified_gmt":"2012-08-29T11:03:00","slug":"engagement-principles","status":"publish","type":"post","link":"https:\/\/www.artsjournal.com\/engage\/2012\/08\/engagement-principles\/","title":{"rendered":"Engagement Principles: Relationships"},"content":{"rendered":"

Katya Andresen writes a very good (if somewhat breathless\u2013she has committed to posting every day) blog about nonprofit marketing, cleverly titled Katya’s Nonprofit Marketing Blog<\/a>. In a recent post, Thriving in the social media gift economy<\/a>, she discussed some important social media concepts, comparing the market economy with the “gift economy,” especially as it relates to social norms. (To paraphrase one example she gives, we bring a bottle of wine to dinner at a friend’s house, not a $20 bill. We all understand that former is good, the latter is rude.) As part of that post, she quoted Harvard Business Review blogger Mark Bonchek<\/a>‘s essay How to Thrive in Social Media’s Gift Economy<\/a> dealing with effective branding in social media. He cites three categories of evaluation:<\/p>\n

1) Build relationships.
\n\u2022 Push out information to drive transactions: Base
\n\u2022 Create relationships with individuals: Better
\n\u2022 Help people create relationships with each other: Best<\/p>\n

2) Earn status.
\n\u2022 Celebrate your own accomplishments: Base
\n\u2022 Celebrate the accomplishments of others: Better
\n\u2022 Enable people to celebrate each other\u2019s accomplishments: Best<\/p>\n

3) Create social currencies.
\n\u2022 Focus on discounts and promotions: Base
\n\u2022 Think of your product (or mission) as a social currency: Better
\n\u2022 Create new social currencies related to your brand: Best<\/p><\/blockquote>\n

These strike me as good lessons for the use of social media. However, if you look at the three lists, they also offer insight into effective engagement. In each category, arts organizations have typically operated in the “Base” mode.<\/p>\n

I have written about two-way relationship building as a key to engagement. I love the idea of being a catalyst for relationships between others. The “Best” category in “Earn status” suggests an intriguing way to relate to our communities: providing a means through which others can celebrate each other. And in “Create social currencies” the “Better” category is where we offer to use our expertise to improve community life. The “Best” is where we discover (through dialogue with others) new<\/em> ways to serve and enhance relevance.<\/p>\n

This construct provides for me a new way of thinking about the relationship between the arts and the communit(y)(ies) they serve. I don’t know where it might lead, but exploring the options strikes me as a fascinating project.<\/p>\n

Engage!<\/p>\n

Doug<\/p>\n","protected":false},"excerpt":{"rendered":"

Katya Andresen writes a very good (if somewhat breathless\u2013she has committed to posting every day) blog about nonprofit marketing, cleverly titled Katya’s Nonprofit Marketing Blog. In a recent post, Thriving in the social media gift economy, she discussed some important social media concepts, comparing the market economy with the “gift economy,” especially as it relates […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[5],"tags":[12,13],"class_list":["post-1903","post","type-post","status-publish","format-standard","category-principles","tag-arts","tag-community-engagement","entry"],"jetpack_publicize_connections":[],"jetpack_shortlink":"https:\/\/wp.me\/p1G6h9-uH","jetpack_sharing_enabled":true,"jetpack-related-posts":[],"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/posts\/1903","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/comments?post=1903"}],"version-history":[{"count":0,"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/posts\/1903\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/media?parent=1903"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/categories?post=1903"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/tags?post=1903"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}