{"id":880,"date":"2014-08-29T17:02:14","date_gmt":"2014-08-29T21:02:14","guid":{"rendered":"http:\/\/www.icsom.org\/senzasordino\/?p=880"},"modified":"2021-02-24T19:49:16","modified_gmt":"2021-02-25T00:49:16","slug":"using-our-owned-media","status":"publish","type":"post","link":"https:\/\/www.icsom.org\/senzasordino\/2014\/08\/using-our-owned-media\/","title":{"rendered":"Using Our Owned Media"},"content":{"rendered":"
\"Photo

Photo credit: Brian Rood<\/span><\/p><\/div>\n

I<\/span>t has been reported that roughly 75% of traditional print and broadcast media journalists check people\u2019s and groups\u2019 websites or blogs before deciding whether to do a story on them. That point was driven home to me the other day when I received a text from fellow percussionist Eric Hopkins that read, \u201cJust got a call from NPR\u00a0in D.C. about doing an interview tomorrow as a follow up to my triangle article.\u201d<\/p>\n

Eric is not only a wonderful musician; he\u2019s also a very fine writer who contributes regularly to our musicians\u2019 website and our quarterly E-newsletter. In May he approached me with the idea of a blog article with the intriguingly compelling title, \u201cHow to Become a Professional Triangle Player.\u201d He\u2019d recalled being quite annoyed by the following quote from the 2013 San Francisco Symphony strike: \u201cIf the Symphony needs a scab player for the triangle or tambourine to help break the strike, then I volunteer to perform for free. I\u2019ve had no musical education at all but those instruments don\u2019t look that difficult.\u201d<\/p>\n

Eric felt this uninformed remark simply screamed for an intelligent response, which had never been delivered. I agreed and loved his idea\u00a0to compose one for our website. The end result was a wonderful article, which can be found on our site, musiciansutahsymphony.com<\/a>, at musiciansutahsymphony.com\/blog<\/a>. (For purposes of shameless self-promotion, one can also subscribe to the musicians\u2019 free e-newsletter on the same page.)<\/p>\n

About a month after Eric\u2019s blog post appeared on the site, I received an e-mail from our PR counterparts from the MET Orchestra musicians, who were so impressed with Eric\u2019s article that they wished to include it as a guest post in the \u201cFeatures\u201d section of their own website<\/a>. I thought that was a splendid idea and implored them to go for it!<\/p>\n

That\u2019s where things started getting really interesting! It seems that a rising young journalist from NPR\u00a0named Tamara Keith had recently been perusing the MET Orchestra musicians\u2019 website looking for ideas for a story when she stumbled upon Eric\u2019s article. Having been a high school percussionist herself, Tamara was immediately drawn to the article and set about finding Eric. The end result was a delightful July 4 interview on NPR\u2019s Weekend Edition<\/em>. Our website page with Eric\u2019s article includes a link to the Weekend Edition<\/em> interview as well as a short written article by Ms. Keith. (By the way, the reader responses at the bottom of that article are a hoot!)<\/p>\n

So, as ICSOM\u00a0orchestra members, what are some useful takeaways from all this?<\/p>\n

The Internet, with its websites, e-newsletters and social media platforms\u2014including Facebook, Twitter, Instagram, and YouTube\u2014together represent some of the most important, evolutionary changes to our industry in our lifetimes. And the opportunities they create for orchestra musicians to get our messages far beyond our own little echo chambers and out to the public, at minimal expense, are absolutely mind blowing! Those Internet channels that we control (which are called \u201cowned media\u201d whether or not we actually own them) allow us to create and distribute our own content\u2014telling our stories the way we want them told\u2014reaching fans, donors, board members, politicians, the media, other union locals, and simply the man or woman in the street. When we use owned media effectively, our reach expands, and we continue to build support over time\u2014locally, regionally, nationally, and even internationally.<\/p>\n

Finally, it is no longer sufficient to create our owned media only when our musicians are already staring down the barrel of a possible labor dispute. To be truly effective, we need to begin our community outreach efforts and committees, online and otherwise, much sooner\u2014whether it\u2019s three months, or even three years before the start of our contract negotiations. Just as importantly, all these efforts must be ongoing\u2014continually building upon our fan and support base as long as our orchestras exist.<\/p>\n

It never ends.<\/p>\n","protected":false},"excerpt":{"rendered":"

It has been reported that roughly 75% of traditional print and broadcast media journalists check people\u2019s and groups\u2019 websites or blogs before deciding whether to do a story on them. That point was driven home to me the other day when I received a text from fellow percussionist Eric Hopkins that read, \u201cJust got a… [Read more]<\/a><\/p>\n","protected":false},"author":2,"featured_media":520,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_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":"","footnotes":""},"categories":[86],"tags":[19,29,10],"class_list":{"0":"post-880","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-august-2014","8":"tag-met-opera","9":"tag-sf-symphony","10":"tag-utah","11":"entry"},"acf":[],"yoast_head":"\nUsing Our Owned Media | Senza Sordino<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.icsom.org\/senzasordino\/2014\/08\/using-our-owned-media\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Using Our Owned Media | Senza Sordino\" \/>\n<meta property=\"og:description\" content=\"It has been reported that roughly 75% of traditional print and broadcast media journalists check people\u2019s and groups\u2019 websites or blogs before deciding whether to do a story on them. 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