Issue link: https://digital.copcomm.com/i/23723
ens of thousands of actors like you are benefiting every day from Screen Actors Guild’s lightning-quick delivery of news and information across a multitude of digital platforms. As we redraw the lines of communication, we’re doing so with your preferences in mind. “If any technology is being SAG iPhone app adopted by a significant portion of the membership, your Guild will embrace it,” said National Communications Committee Chair Liz Zazzi. “Tat’s a promise our committee and our Communications Department are making good on.” In case you haven’t been “following,” Screen Actors Guild is taking full advantage of social media. Not to brag, but we’ve already chalked up 40,000 fans on Facebook alone. We’ve got killer apps, too. (Don’t worry! It’s just an expres- sion.) Tis fall, the Guild released its first applications for Apple’s hugely popular iPhone and iPad products. In Detroit, they’re hosting workshops with expert panelists appearing via Skype, and in Florida, they’re getting up-to-the- minute casting notices via Twitter. Actors everywhere are choosing how they wish to stay informed, and SAG is responding. “SAG Communications is reaching out and pursuing every possible channel with which to connect with members to enhance their professional careers,” said SAG Communications Executive Director Pamela Greenwalt. “We’re listening to you when you tell us there’s a website or digital product you find indispensible because it’s another way for us to make sure that members are hearing from us and able to respond back.” •••••Getting the Right Mix Te Communications Department coordinates the union’s external messaging, recommending the most effective methods of delivery based on the message itself and taking into consideration the intended recipients. “Our goal is to inform and educate all of our audiences,” Greenwalt said. “Digitally, that might mean a simple e-blast or online posting, or it might mean something more extensive, like an electronic newsletter. Most oſten, it’s a combination of methods.” Te Communications Department accomplishes the objectives of the Guild’s elected officials and committees by routinely collaborating with other departments within the Guild as well as Branch and Division executives. Te Guild’s foray into digital began with distribution of Guild video communications on YouTube and digital cross-promotional efforts with SAG’s New Media Department. New Media, which promotes and executes the union’s Internet and Interactive agreements, has used a combination of social and traditional media to get the word out about its panels and networking events. “We co-hosted a party at Comic-Con this year that featured William Shatner aboard an aircraſt carrier, which was definitely something to tweet about,” said Mark Friedlander, SAG national director of new media, about the department’s growing use of Twitter. “But we’ve also been able to pass on little bits of news that may only be relevant to certain aspects of new media production. “Using the immediacy of social media, combined with traditional channels, we’ve been able to effectively communicate messages to both mass and micro audiences.” •••••Seeing You Socially Geography is no longer a barrier when it comes to networking with peers across the country. Tink of social media as an online cocktail party, minus the adult beverages. Like any good host, SAG hopes its guests will mix, mingle and make beautiful art together. Since establishing its social media presence two years ago, the Guild has made it possible for members nationwide to have questions answered by award-winning producers such as Marshall Herskovitz (Blood Diamond), receive actionable tips from top casting directors, including René Haynes (Twilight Saga), and get buzz-worthy updates from SXSW and other major industry events, all in real time. Meanwhile, other industry professionals have been checking out the activity, too, including your links and comments. New connections are being made all the time. A current snapshot of Guild social media activity looks like this: In addition to the 40,000 fans of Screen Actors Guild on Facebook, approximately 500 new fans are hitting the “like” button each week. More than half of these Facebook fans are monthly active users—reading and often participating with what amounts to hundreds of wall posts, each averaging around 30,000 gross impressions. Screen Actors Guild also has 12,000 Twitter followers across multiple handles, including approximately 10,000 using the popular “ScreenActors” news feed for general news and announcements. Trough interaction, the messages exchanged on social networks are being amplified exponentially. For example, participating in major events like this year’s Labor Day Tweet- a-thon, hosted by American Rights at Work, allowed SAG members to tweet, and re-tweet, pro-union messages via Twitter. Teir followers in turn did the same. As did the followers of AFTRA, Actors’ Equity and the Major League Baseball Players Association. “Our efforts in social media have built greater awareness of the benefits of unionism and working with the Guild, created a forum for our members to put themselves out there creatively, expanded our industry partnerships and re-positioned ourselves as the industry leaders we’ve always been,” said Zazzi. SAG.org Fall/Winter 2010 - SCREEN ACTOR 47 thinkdesign/Thinkstock