Performing Arts and Social Media

For anyone interested in my final paper for the MBA 6800 course --

          Theater and the performing arts have been around for centuries providing entertainment to royalty and the masses alike but in the twenty-first century drawing in new audience has become a challenge for many arts companies.  With the expansion of social media over the last decade, performing arts companies are catching on to the business practice.  As most companies are non-profits the financial resources for large marketing campaigns are not always available, social media can be an affordable and effective way to engage with patrons, donors, and community members.

          Of course when it comes to social media marketing techniques, everyone has an opinion and a list of best practices to follow.  One of the more interesting lists comes from SoldOutRun.com which suggests over eighty different tactics for theatre marketing including the following:

1. Strap a GoPro camera to an actor during rehearsal for an intricate dance, fight, or flying scene and share on social media
2.   Record a video tour backstage showing how any dramatic scene changes, costume changes, or other technical elements of the show are pulled off
3.   Give people a free drink when they tweet a picture of themselves from the lobby during the show
4. Create video postcards from the cast thanking donors and VIPs

Each technique allows the performing art company to use their social media channels to promote the show, season, or other events in an interesting manner.  Is a follower more likely to attend an event where they have seen a quick tour backstage?  Does a patron tweeting for a free drink at intermission help draw in others to see the show?

          In 2012 Pew surveyed 1,244 arts organizations that received funds from the National Endowment for the Arts (NEA) and found that a majority of participants believe that technology is "very important" to their organization, even helping to make art a more participatory experience (Mlot, 2013).  In 2011, Theatre Bay Area commissions a Social Media Audit of the over 200 arts organizations and found similar findings to the 2012 Pew survey.  Both surveys found that the most used social media platforms for arts organizations are Facebook, Twitter, and YouTube which Pew citing 99%, 74%, and 67% use respectively.  Theatre Bay Area’s research also found that “arts and cultural organizations that tweet more than four times per day and do not replicate Facebook content on their Twitter feed have more followers and a higher rate of engagement than others” and “venue pages on Yelp and Foursquare that have been claimed by an organization have more user engagement than those that have not.” (Lord, 2011). 

When looking at why arts organizations are using social media the top reason is to boost the organization’s public profile (Mlot, 2013).  And while social media can increase attendance at events and bring in more donors, many organizations are using social media “to engage, to have conversations, to make people remember your organization” (Lord, 2011).  Kristin Thomson, Pew research consultant and report co-author, said “many survey respondents reported clever ways they are using social media to not only promote their work, but also to involve audiences in programming decisions and art-making itself" (Mlot, 2013).

          Performing arts companies have welcomed in the new wave of technology with many interesting tactics including “tweet seats.”  A tweet seat is “a seat, or one of a block of seats, reserved in cinemas, theaters and sporting events for those who wish to send tweets to Twitter followers about the event while it's in progress,” according to techopedia.com (techopedia, 2016). These specially reserved seats started popping up at the end of the 2000’s predominately in the United States.  As an audience member, you can purchase a special tweet seat ticket, typically in the back of the theater where the cell phone glow will not be seen, and are able to live tweet the production you are enjoying.  This perk is meant to encourage audience interaction and to create a buzz about the company’s production (The Huffington Post, 2012).

          However, much controversy erupted in the arts community about whether tweets seats are a viable option.  Rupert Christiansen of The Telegraph refers to tweet seats as “reserved for those sad souls who simply can’t spend a nanosecond away from their smartphones and who want to send their Twitter followers a blow-by-blow account of the progress of the show” (Christiansen, 2014). He goes on further to say that many “regard this as yet another concession to barbarity and further evidence of a catastrophic decline in the etiquette of audience behavior” (Christiansen, 2014).  But it is important to remember that the way we experience theater today with dimming houselights, assigned seating is from the late Victorian era and even then there was still cat-calling allowed during productions. 

          According to a poll done by Ben Hewis in 2014 three-quarters of poll participants hate the idea of tweet seats (Hewis, 2014). This dislike for tweet seats can be seen in many comments left on articles discussing the topic.  One unhappy commenter stated, “So we spend weeks/months learning our parts, make sure each carefully perfected expression portrays exactly what we're feeling and every single move we make has a purpose...however small. THEN, as we attempt to convey our story to the audience, they look into their laps and tweet to their mates about a performance they can't even be bothered to watch. No...don't think so!!” (Netburn, 2011).  While it is understandable that audience distraction could lead to a different experience at a performance, is it not up to the discretion of the audience member to balance their engagement between Twitter and the live performance? Arts administrator Howard Sherman, former executive director of the American Theatre Wing, weighs in with “I do worry that people get so engaged in live tweeting that they miss the actual event, so while I don't oppose it, I do wonder if it undermines the experience of the event itself. But that's a matter of personal choice,” (Judkis, 2011).

          Although some find tweeting during a show a distraction, many companies are using it as an additional layer of interaction with the community.  In 2009, the Lyric Opera in Kansas one hundred tweet seats were reserved for its final performance of Gilbert and Sullivan's "HMS Pinafore.”  In these reserved seats audience members could use their phones to tweet about the production as well as follow content sent by the theater's artistic director about the production, the scenery, and whatever was happening on stage (Netburn, 2011).  The Cincinnati Symphony Orchestra (CSO) has taken a similar approach to their performances creating a specific hashtag for patrons who participate in the company’s tweet seats.  According to Chris Pinelo of CSO, “Basically, it functions like interactive program notes. You have an assistant or associate conductor backstage giving some insights into the music you're experiencing, and then you're able to respond, and it's like a digital conversation," (Ahmed, 2011).

          On the other hand, certain types of performance and venues find it difficult to offer tweet seats.  Smaller venues worry that audience members will be distracted by others tweeting in the intimate environment.  Metropolitan Playhouse in New York City, a three-quarter thrust state and only three rows of seats, cannot consider introducing tweet seats without thinking of the disastrous effect the glowing screens would have on the lighting design (Ahmed, 2011).  Opera companies, like the Palm Beach Opera in Florida, worry about audience “whiplash” as they divide their attention between phones, the actors, and the supertitles projected above the stage providing translations for shows performed in other languages (Ahmed, 2011).  

          Others have found an alternative use for audience engagement during a show, “Twittermission.”  The Huntington Theatre in Boston has introduced Twittermissions where artists, designers, stage managers, or other faces behind-the-scenes will field questions from the audience and answer them in real-time during intermission (Dunn, 2013).  This practice allows for audience engagement without the disruption that can be caused by tweeting during the show.  Huntington Theatre also projects the Twitter feed in the lobby during intermission (The Associated Press, 2013).  By projecting the tweets in the lobby it increases the visibility of the social interaction.  While mingling in the lobby, those without Twitter accounts are able to follow along with the discussion and learn any insider information an artist might be sharing while those with Twitter accounts have an added thrill of seeing what they have posted on the big screen.

          Beyond tweeting before, during, and after performances, performing arts companies have also introduced social media takeover days sometimes tagged as #TakeoverTuesday.   The most popularly used social media platform for takeover days is Instagram with photos being pushed over to Facebook, Twitter, and other sites, like the company’s blog page.  As a marketing technique, takeovers allow a company to broaden its reach by letting another user take over the account, providing followers with new content and possibly expand the company’s audience thanks to the guest user.  In many theatres, the star of the show or lead actors will take over the theatre company’s account for a day posting about their day leading up to the show, getting ready, and maybe one or two images form backstage during the performance.  In the image to the left, Amanda Jane Cooper, performing as Glinda in the national tour of Wicked, posted a recap of her #InstagramTakeover for the Segerstrom Center for the Arts account.  Her followers have now been exposed to the @segerstromarts account and may follow it, expanding the theatre company’s audience reach. 

          As stated on the TheatreMama blog, “Takeovers are perfect for theatre, because it is essentially changing the perspective of the storytelling” (theatreMAMA, 2016).  Companies are able to give a glimpse on the behind-the-scenes side of theatre that many patrons do not know about.  For a young person interested in pursuing a career in theatre, these small looks into the life of an actor or other member of the theatre community can be extremely valuable.  It can also open up the dialogue by commenting on the images wanting to learn more about the person, the company, and the art.  For theatre-goers, a takeover may pique the interest of some to attend a show they may not otherwise go to.  While a takeover day may seem like a supplement to other social media marketing campaigns, it can be an important one to the audience and community around a certain show or theatre.

          Regardless of the social media platform chosen, a performing arts company can benefit from the technology.  While in business it may be more apropos to sell, sell, sell, in the arts world audience engagement and development are key.  Ticket sales are of course important and a possible way to measure the impact of a social media marketing campaign, it is not the only reason to be part of a social media platform.  Engaging in conversations, posting interesting content, and other tactics as mentioned previously will entice users to follow a company’s media and see a production or even donate.  When a company is deciding where to spend their time (and money) on social marketing, Facebook and Twitter are the winners, but not the only options.  Each company should use what works for them as long as they are engaging with their community. 

  

Works Cited

Ahmed, B. (2011, 12 12). 'Tweet Seats' Come To Theaters, But Can Patrons Plug In Without Tuning Out? Retrieved from NPR: http://www.npr.org/sections/monkeysee/2011/12/12/143576328/tweet-seats-come-to-theaters-but-can-patrons-plug-in-without-tuning-out

Christiansen, R. (2014, 10 17). Why theatre seats for Twitter junkies is a #goodidea. Retrieved from The Telegraph: http://www.telegraph.co.uk/culture/culturenews/11169040/Why-theatre-seats-for-Twitter-junkies-is-a-goodidea.html

Dunn, T. (2013, 1 28). INTRODUCING: #TWITTERMISSION. Retrieved from Huntington Theatre Company: http://www.huntingtontheatre.org/blog/Thoms-Blog/Dates/2013/1/Introducing-Twittermission/

Hewis, B. (2014, 9 11). What are your views on 'Tweet Seats'? Retrieved from What's On Stage: http://www.whatsonstage.com/london-theatre/news/tweet-seats-poll_35673.html

Judkis, M. (2011, 12 05). Theater “tweet seats”: Good idea, or bad etiquette? Retrieved from The Washington Post: https://www.washingtonpost.com/blogs/arts-post/post/theater-tweet-seats-good-idea-or-bad-etiquette/2011/12/05/gIQAODTcWO_blog.html

Kanter, B. (2010). Social Media and the Performing Arts: Engagement First, Ticket Sales Second. Retrieved from Beth's Blog: Nonprofits and Social Media: http://beth.typepad.com/beths_blog/2009/10/social-media-and-the-performing-arts-engagement-first-ticket-sales-second-2.html

Lord, C. (2011, 6 14). Social Media and the Arts: a groundbreaking new study. Retrieved from Arts Jounral: http://www.artsjournal.com/newbeans/2011/06/social-media-and-the-arts-a-groundbreaking-new-study.html

Mlot, S. (2013, 1 4). Social Media Helps Boost the Arts, But at What Cost? Retrieved from PC Mag: http://www.pcmag.com/article2/0,2817,2413832,00.asp

Netburn, D. (2011, 12 6). Theaters set aside tweet seats for Twitter users. Retrieved from Los Angeles Times: http://latimesblogs.latimes.com/technology/2011/12/theaters-tweet-seats-twitter.html

Sold Out Run. (2016). The Big List of Theatre Marketing Tactics. Retrieved from Sold Out Run: http://soldoutrun.com/theatre-marketing-tactics/

techopedia. (2016). What is a Tweet Seat? - Definition from Techopedia. Retrieved from Techopedia: https://www.techopedia.com/definition/28507/tweet-seat

The Associated Press. (2013, 1 27). Providence theater experiments with 'tweet seats'. Retrieved from The Associated Press: http://www.usatoday.com/story/tech/2013/01/27/theater-tweet-seats/1868693/

The Huffington Post. (2012, 12 28). Minnesota Theater Offers ‘Tweet Seats’ To Smartphone Addicts. Retrieved from The Huffington Post: http://www.huffingtonpost.com/2012/12/28/theater-offers-tweet-seats-to-smart-phone-addicts_n_2375447.html

theatreMAMA. (2016). Follow Me: Are Instagram Takeovers Good Business for Broadaway? Retrieved from theatreMAMA: http://theatremama.com/follow-me-are-instagram-takeovers-good-business-for-broadway/

instagram impressions

Instagram is an online mobile photo and video sharing social networking service that allows the user to post privately or publically on the app as well as push them to a variety of other social media platforms including Facebook, Twitter, Tumblr, Swarm, and Flickr.  Instagram was first launched in October 2010 with the app only allowing users to post in 4:3 ratio. In 2011, hashtags were introduced to help users find specific topics more easily. Facebook acquired Instagram in April 2012. With an update in August 2015, users can now post any ratio photo as well as 15 second videos.

Many of the facts listed on the image to the left businesses should consider using to improve their Instagram page. Photos are more engaging than videos and photos with faces will get more likes then without.  The use of at least one hashtag increases the amount of engagement for the post. Posts with a location tag also perform better.  Posting daily is also listed as a key to success. All actions businesses should keep in mind when uploading content to Instagram. Ideally a company should post an image with a hashtag and location every day, even better if the image includes someone's face.

Not sure where to start? Instagram has a help site for businesses which includes tips on how to get started, inspiration, advertising, and brand resources.  To get started, Instagram reminds business users to have a profile picture that represents the brand, interact in the community by commenting and liking, use tagging to your advantage by tagging other users or locations as well as including hashtags. The inspiration page, showcases users to follow and what they do well on their pages as well as popular hashtags to watch. To advertise with Instagram, there are three options available: photo ads, video ads, or carousel ads.  Carousel ads allows users to swipe through additional images and reach a call to action button which takes them to a website to learn more. Brand resources page showcases the Instagram brand logos and guidelines.

Outside of Instagram itself, there are many other articles that can help a business make the most of their instagram page.  How To Use Instagram For Business: A Beginner’s Guide provides a 5 best practices list for business which includes: The unique qualities of your brand’s audience are still important on Instagram, Tell a story with your caption, Instagram is a great platform for contests, Consider collaborating with a popular Instagrammer or influencer in your field or industry, and Instagram is progressively rolling out its advertising platform. The most interesting to me is the idea of using Instagram for contest.  "Contests can ask users to comment on your photo, share it, mention a certain number of friends, or even share their own photo with a specific hashtag." Don't worry about borrowing users, many expect to see contest.  Once you set up a contest on your page, don't forget to track the analytics and see how it benefits your brand!

I began using Instagram in January 2015 which feels very late after learning the history of the app. I follow many friends, a few celebrities, nonprofits and causes I am interested in, and very few businesses.  As with many other social media networks, I find businesses to be more annoying then they are worth. However, if you consider nonprofits as businesses I do follow many such as @RotaryInternational. Rotary International (RI) does a great job following many of the tips and tricks mentioned above.  RI posts mostly images with many hashtags and provides the user tags for who took the photo or who is in the photo.  RI also does a great job of commenting back on posts and engaging in the Rotary community of clubs and Rotarians. The photos are always high quality, tell a story, and are visually appealing.  While not a business trying to sell a product, Rotary International is trying to attract new members and donors and a great social media campaign can help accomplish this tasks.

One downside to Instagram is that it is a mobile app, meaning you can only post from a mobile device. For some businesses this could be problematic depending on the content you wish to post and who runs the platform for your company.  There are some websites and downloadable computer applications that can assist with posting from your laptop, Instagram is a mobile app.  One option that works for both iOS and Windows is Gramblr.  Another potential headache for businesses using Instagram is that many third party apps are not allowed to post to Instagram, such as Hootsuite cannot auto-post to Instagram but instead can help prep a post for you that you will need to upload yourself. While potential headaches, these small issues can be overcome for a great way to engage with consumers.