Comparing 10 DC Theatres on twitter: Report

Hello,

So I blogged about the method I went about to measure the social media efforts of theatres on Twitter at my AWayofLife0 blog (and if you came here via that, you can scroll down to after the under construction sign), particularly regardingthis endeavor. I looked at various data to compare 10 of DC's multitude of theatre companies. The theatres were chosen by a number of subjective factors, ones I was familiar with, established companies, Helen Hayes nominees, and is by no means comprehensive, but just within the scope of my own personal capacity.

Also, if anyone's with a theatre which was not included, and would like to be considered for when I do this report again in the future, please contact me and let me know. If you have any questions about the metrics or reasoning, after reading the other blog explaining all of it, absolutely message me. This is DEFINITELY a work in progress, and my main goal is to provide information and context that will help any and everyone do social media to the best of their capacity.

This isn't a matter of who's doing social media right and who's doing it wrong. I just want to make that clear. Everyone's doing something right to some degree. As I mentioned in the other post, ultimately any individual theatre's social media success can only be based on their own goals and measurements.

That being said, the ten theatre companies I took a look at were Arena Stage, Metro Stage, Olney Theatre Center, Round House Theatre, Shakespeare Theatre Company, Signature Theatre, Studio Theatre, Theater J, Synetic Theater, & Woolly Mammoth Theatre.

I break down rankings based on presence, relationships, and influence. I then provide the overall ranking at the end. Check it out:

Rankings based on presence, one's static and fluid appearance (i.e. selection of profile & background image and tweet frequency) were:

1. Woolly Mammoth Theatre
2. Shakespeare Theatre Company
3. Theater J
4. Studio Theatre
5. Arena Stage
5. Metro Stage
5. Round House Theatre
8. Signature Theatre
9. Olney Theatre Center
9. Synetic Theater

Rankings based on relationships (i.e. following/follower ratio and percentage of active followers) were:

1. Metro Stage
2. Theater J
3. Woolly Mammoth Theatre
4. Shakespeare Theatre Company
5. Arena Stage
6. Signature Theatre
7. Olney Theatre
8. Studio Theatre
9. Synetic Theatre
10. Round House Theatre

Rankings based on influence (i.e. Klout and Peer Index scores) were:

1. Shakespeare Theatre Company
2. Signature Theatre
3. Arena Stage
3. Olney Theatre
3. Woolly Mammoth Theatre
6. Round House
7. Metro Stage
7. Theater J
9. Studio Theatre
10. Synetic Theater

And here are the overall ranking combining the previous three categories:

1. Woolly Mammoth Theatre
2. Shakespeare Theatre Company
3. Theater J
4. Metro Stage
5. Arena Stage
6. Signature Theatre
7. Round House
8. Studio Theatre
9. Olney Theatre
9. Synetic Theater

Again, this is a ranking and not a scoring. There is no objective standard of social media proficiency which I used to measure and score these theatre companies against. And while there are some metrics which are somewhat objective, this ranking is based on how each theatres' scores compared to the others.

It is also an attempt to rank engagement, which might not be a theatre company's goal with their Social Media. If you're main goal is driving website traffic and ticket sales, then this ranking will probably be of little use to you. However, I would make the case that effective engagement in addition to broadcasting content that's on message and part of your overall marketing strategy, creating a place for dialogue and conversations, however brief, can actually compliment and even help with any other goals you might have.

An interesting tidbit is that Shakespeare Theatre Company and Signature Theatre are the social media veterans of this group, joining twitter over four years ago. But the "noob", Woolly Mammoth Theatre, which joined just a little under three years ago (it'll be three years on 9/1, actually), has risen to the top in terms of social media savvy, according to these rankings.

One consideration for future reports will be to include the quantity of followers, adjusted to not include fake or inactive ones, in the scoring system used to rank. The only issue I have with this is that so much of this can be dependent on anything from location, to whether a theatre is engaging not just local and regional tweeps, but national ones, as well, and quantity in and of itself does little to provide useful, meaningful context.

Finally, for tweeps in the DC area, if you follow any of these companies (if not all of them), does this more or less reflect what you've observed their engagement to be? Any surprises or questions with these rankings? Anything you recommend I take into further consideration? Is any of this even useful? If you haven't read my blog breaking down what went into this, please check it out.

I would personally be curious as to how much this does or doesn't reflect on a theatre's social media capacity, strategy, goals, and desired outcomes. And I'm definitely up to discussing this with any person in charge of such channels, either for these companies or others, if you have questions, input, or just want to grab coffee and chat.

Let me know, and keep an eye out for future reports,

- J Street Jr

P.S. Just in case you aren't following any of the theatres from this ranking, and would like to, here you go (in alphabetical order):

• Follow @ArenaStage
• Follow @MetroStage
• Follow @OlneyTheatre
• Follow @RHT_roundhouse
• Follow @ShakespeareinDC
• Follow @sigtheatre
• Follow @Studio_Theatre
• Follow @SyneticTheater
• Follow @TheaterJ
• Follow @woollymammothtc

1st meeting sitting on Emerging Arts Leaders DC's steering committee

Hey there,

So i was asked to join the Steering Committee of the Emerging Arts Leaders DC (EALDC)...and I said yes.

Last night was my first night acting in an official capacity, during the first steering committee meeting of the 2012-13 year.

I had attended EALDC events before, the main ones being several First Friday Lunches. It's an opportunity to grab a bite, chat, and network with other arts professionals in the area. EALDC also partnered with AU's Emerging Arts Leaders Symposium, an annual event that happens the day before Americans for the Arts' (AFTA) Arts Advocacy Day.

If you're not familiar with EALDC, we are:

a volunteer-led initiative that provides professional development, networking, and information relevant to emerging arts professionals in the metropolitan Washington, DC area

And I was personally loving my fellow committee members, both veterans, as well as the other noobs like me. Anyway, I won't go on too much about what we discussed in the meeting. What was exciting was how quick "orientation" was and before I knew it, we were beginning to plan for the year, from First Friday Lunches, to Creative Conversation ideas. And, with the latter, the one we tentatively settled on was Philanthropy specifically regarding younger donors. This will be happening sometime late October, early November.

Creative Conversations are a special event dedicated to getting a discussion going. Last year's was held at Woolly Mammoth Theatre, and titled Cultural Participation in a 2.0 World.

So I'm stoked!! This is the kind of work that I've been wanting to jump into more, particularly with regards to this side of the arts conversation. And the whole time I couldn't help but look around at the table and be glad that I have the opportunity and privilege to work with this tremendous and dynamic group.

And although this particular organization started out as a DC thing, the group was actually titled The DC Forum when it first started several years ago, it is now part of AFTA's Emerging Leaders Network:

The Americans for the Arts Emerging Leader Program works to identify and cultivate the next generation of arts leaders in America. It is an ideal way for new leaders to share their interests with others as they continue to develop their skills and their commitment to the arts. The Emerging Leader Program targets professionals who are either new to the field, with up to five years of experience, or are 35 years of age or younger.

So if you're in the area, and interested in attending our events, definitely be in touch, and you can start by following or liking us on Facebook or Twitter:

• Follow @emergingartsdc

And here are my fellow committee members, as well as any orgs we're associated with (as applicable):

• Tim Mikulski, EALDC Co-chair, Communications & Content Manager at AFTA
• Follow @tim_mik
• Follow @Americans4Arts
• Sunny Widman, EALDC Co-chair, Program Manager at National Arts Strategies
• Follow @ArtStrategies
• Corinne Baker, Audience Engagement Manager at Washington Performing Arts Society
• Follow @WPASinDC
• Ellen Chenoweth, Managing Director at Dance Exchange
• Follow @Dance_Exchange
• Chelsey Christensen, Development Manager for Individual Giving/Marketing & PR Coordinator at Imagination Stage & Forum Theatre
• Follow @chelseydc
• Follow @I_Stage
• Follow @forumtheatre
• Ethan Clark, Independent Arts & Arts Education Consultant
• Follow @clarkethan
• Helen Gineris, Events Manager at Cultural Tourism DC
• Follow @HelenJG7
• Follow @dcculture
• Angela Goerner, Development Director at Hamiltonian Artists
• Follow @hamiltoniandc
• Megan Pagado, Digital Communications & Outreach Manager at the Arts and Humanities Council of Montgomery County
• Follow @andmegansaid
• Follow @creativemoco
• Christi Esterly Schwarten, Executive Director at the Fairfax Choral Society
• Follow @fairfaxchoral
• Emily Travis, Communications & Government Affairs Associate - Association of Performing Arts Presenters
• Follow @apap365

As you can see it's quite the spectrum of arts organizations. And it's reflected in the people I'm excited to sit on the steering committee with, in our broad range of experience and perspective.

So that being said, hope to see you at event soon. And I'll definitely post about the upcoming Creative Conversation in October,

- J Street Jr