How "Social" Is Your Social Media?

I spent some time this evening reading through an article on the Public Relations Tactics website. The title is Cultural snapshots: 4 PR pros who are curating vibrant arts communities by Amy Jacques. The article is comprised of a redux of interviews with PR professionals from several arts and culture organizations. when asked, the people interviewed talked about how social media impacted their work and created dialogue with their audiences. I did note that none of the professionals worked for a theatre company.

My area of interest lies in not-for-profit regional theatre. There are many companies throughout the U.S. who are using social media effectively to create the kind of dialogue with loyal patrons and reach new audiences in the ways this article mentions.



Unfortunately, more often than not, they aren't. The biggest offenders aren't large, nationally recognized companies like The Shakespeare Theatre Company or La Jolla Playhouse to choose a pair of (somewhat) random examples. These two theatres happen to use social media in clever and effective ways.

The worst users of social media are small community theatres... BUT, before I go any further, I feel I should make it clear now that I love community theatre. A lot! I wish more small cities had companies that were active and vibrant presences within their communities.

But... I also wish if community theatres are going to use social media, that they would get informed and work harder at it. Community theatre staffs are often minimal and overworked. I understand that paying even a part-time social media relations professional is probably impossible for most of these organizations. But I see little point in using social media sites as no more than places to post the equivalents of virtual flyers for upcoming auditions and productions. Often, the only people who "like" or "follow" these pages are those who are already active participants in or loyal patrons of the theatre. The pages aren't being used in innovative ways or reaching new audiences.

In this day and age, I can't say that I recommend any not-for-profit theatre not have pages on social media sites. But, I do recommend a little thinking outside the box. Perhaps try "live Tweeting" a performance to gain followers. This is something an active and interested volunteer could do. Use Facebook to let people know what happens in rehearsals and workshops (always keeping copyright laws in mind, of course), or use sections of your pages as virtual "call-board." Let people know you want your organization to accurately represent the community, and create spaces for forums, chats, or even a simple vote on what plays and musicals the community would like to see onstage. Make your pages as vibrant and ever-evolving as you can.

Yes, a lot of this may rest upon your current volunteer or staff base, but once your pages become more evolved and your audience grows, more guest "Tweeters," social media page volunteers, bloggers, etc. can be recruited from your growing audience base. Or, you can let your social media continue to stagnate. But, in a time when we are depending more than ever on generating earned income, and the unearned income sources are shrinking, making yourself a stronger presence in the world of social media might just keep your organization on the map. Literally.

Until Next Time...
Ro Huizinga