Determine metrics to be used in tracking the success of the strategy. For examples:

• Website activities—visitors to the site, unique visitors, time spent on the website, how visitors arrived at the website, click-through rates from search engine optimization and analytic tools.

• Comments and content reposted—social network site postings relative to the arts organization, blog comments, social bookmarks.

• Arts consumer actions relative to positive and challenging posts on social networks, recommendations, and their created content that is posted relative to the arts organization’s offerings.

• Arts consumer actions relative to knowledge, risk, attitude and involvement, and the arts experience index or the impact factor. P-968