Arts Services Initiative Workshop: Advertising Through Social Media
Monday, April 10, 2017
Monday, April 10, 2017
8:30 am to 4:30 pm

WNYLRC Training Center


Advertising Through Social Media

*** 3 sessions (Beginner, Intermediate, Advanced)

9:00AM-10:30AM – Beginner/Novice Session

12:30PM-2:00PM – Intermediate Session

3:00PM-4:30PM – Advanced Session


Please read below for details on all sessions.  RSVP at or call 716-362-8389 x512


As a marketer of arts and culture, you have to know how to learn, adapt, and tackle this thing called Social Media. It has affected how we live and work, expanded our possibilities, and made our jobs more exciting than ever before. But with that excitement comes challenges, and questions; from “What’s a “hashtag” and when do I use it?” to “How do I leverage social media analytics to inform decisions about how we price and deliver tickets?”. But don’t worry because we’ve got you covered. This social media bootcamp is guaranteed to set you on the path to getting your social media chops up to snuff and enhance what you already know. Through discussion, interactive and practical exercises, and case studies, this one day training program promises to take all the intimidation out of the world of social media and show you that no matter if you are a novice or a ninja, social media can be one of the most effective ways to connect with your audiences, build your brand, and grow your revenues. It will feature:

Three Levels: Offering Novice, Intermediate, and Advanced classes, the Social Media Bootcamp is designed to meet you where you are in your career. The content offered in each level will build upon the concepts and augment the skills learned from the previous level.
The necessary skills for enhancing your social media efforts with limited resources.
The opportunity to build a new media strategy specific to your organization.

The Social Media Bootcamp is for marketers who come from organizations of all budget sizes and artistic disciplines. The Bootcamp will benefit Novice, Intermediate, and Advanced marketers — and while it is recommended that you attend the entirety of the Bootcamp, it is not mandatory. Those that participate in the full Bootcamp will have the unique opportunity to craft an organization-specific social media marketing strategy from start to finish. It is recommended that attendees bring laptops for the Novice session.


Novice Social Media Boot Camp, 9:00am-10:30am
Attendees are introduced to the current social media landscape and explores how it can be used for maximum results (in arts and cultural organizations of any budget sizes and discipline). Topics to be covered will include current social media terms, major platforms, advertising models, tools, and understanding the importance of a strategy.

This level is for beginners. This class sets the stage for the rest of the day by equipping you with the core fundamentals of social media marketing. You have:
-Basic knowledge of your organization’s existing social media accounts and activity.
-Questions about the challenges you face with social media.
-An open mind, desire to learn, and a willingness to adapt.


Intermediate Social Media Boot Camp, 12:30pm-2:00pm

This class builds on the novice level session and takes a more focused look at how to use social media for deeper engagement and measurement of marketing performance. Topics to be covered will include choosing the right social media platform, engaging influencers, and elements of a social media strategy.

You already manage your organization’s social media accounts and activity, but you want to take things to the next level by taking a deeper dive. Attendees should bring laptops. You have:

Experience managing your organization’s existing social media accounts and activity.
Access to your organization’s existing social media accounts.
The drive to learn what makes a social media strategy effective, and want to know the right steps toward building one.



We’ll take an in-depth look at social media monitoring, engagement and analytics tools, and show you how to gather valuable insight to feed back into your strategy and campaigns. Topics that will be covered include Social Media Analytics, The Language of Social Media (Message Development and Message Testing), and Advanced Social Media Strategy through identifying motivations and barriers as part of a customer purchase journey. All attendees will craft a marketing strategy through practical work.

The advanced class is designed for marketing professionals who are responsible for the strategic development of social media. You can join whether you attended the Intermediate level or not; all are welcome. Attendees should bring laptops. You have:

Extensive knowledge of social media platforms available and the login credentials for your organization’s social media accounts across platforms.
A marketing role that requires you to evaluate/measure the effectiveness of your social media efforts.
Old, outdated frameworks for improving or creating a social media marketing strategy
Supervisory responsibilities; you manage internal marketing and communications staff.

Part of the ASI professional development series are made possible by Fund for the Arts, Erie County, and the New York State Council on the Arts with the support of Governor Andrew M. Cuomo and the New York State Legislature

This workshop is free and open to the public. 

But you must RSVP at or call 716.362.8389 x512

Workshop Length:
Speaker Name:
Chris McLeod
Speaker Bio:

Chris McLeod is with the National Arts Marketing Project that is part of the American for the Arts. He is also head of CLM Marketing.Chris McLeod is an advertising agency-trained Strategic Marketing professional who has led marketing programs in both the private and public sectors in New York City and Washington DC.

Max Class Size: