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Effective Social Media Strategies for Performing Arts Organizations
- 1. Effective Use of Social Media for the Performing Arts Katie Dally, University of Oregon
- 2. Of the eight entities affiliated with the Hult Center, the Eugene Opera has the best grasp of social media.
- 3. However, on the national stage, the Eugene Opera’s social media efforts rank low.
- 4. @EugeneOpera on Twitter 176 followers 112 following 94 tweets posted since June 20, 2009
- 5. How do other operas’ Twitter presences compare? 27 regional operas nationwide have more than 500 followers The Portland Opera, which has never posted a tweet, has twice as many followers than the Eugene Opera
- 6. How do the numbers stack up? 6,000 5,107 4,500 Twitter Followers 3,000 2,547 1,987 1,879 1,874 1,762 1,500 0 176 Met Opera Austin Houston Seattle Cincinatti Vancouver Eugene Operas *All figures as of Dec. 8, 2009
- 8. Not being searchable on Twitter causes the Eugene Opera to miss out on potential followers.
- 9. Text
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- 11. The Eugene Opera’s focus is on increased ticket sales; However, social media is most effective as a tool for networking and long- term relationship building with the audience.
- 12. Getting to know you... “It’s really about access and opening up this place, which has so many stories and so much behind-the-scenes drama.” – Elena Park, Met Opera
- 13. Other operas’ ideas for social media engagement... Vancouver, B.C. Seattle
- 14. Tools for connecting via social media: Ticket promotions Contests Two-way communication Maintain activity Link to Twitter and Facebook pages whenever possible
- 15. Eugene Opera will soon be earning standing ovations for its social media engagement.
Editor's Notes
- Based on the social media understanding of other performing arts organizations, “the fact that the Opera even has a Twitter feed feels like a big step.” - S.S.
- Alongside other opera companies nationwide, doesn’t stand up to the competition So, if it’s looking to mirror the successes other opera companies have enjoyed, it needs to make some changes.
- Set: Hansel & Gretel
- Portland - 323 followers - might not even be the real opera, but it has been included on reputable arts lists and is the primary search result Set: Pirates of Penzance
- Obviously, the winner is the New York Metropolitan Opera, which has an international fan following, but even other mid-major cities such as Houston and Vancouver, BC see impressive follow numbers on Twitter. My own Twitter feed = 264
- This is a problem! Right now: Mark Beudert
- Screenshot of the Eugene Opera’s Twitter page
- Another place where the Eugene Opera has, perhaps, been a little misguided is results, expressed to current Internet marketing team that it’s TICKETS Audience networking - according to Beth Kanter and Rebecca Krause-Hardie
- Elena Park = Assistant Manager for Editorial and Creative Content at the Metropolitan Opera
- Seattle: “Confessions of a First-Time Operagoer” with Cassidy Brettler Vancouver: “Blogger Night at the Opera,” where CARMEN was live-blogged by 4 area Internet writers
- Contests - Love the Seattle idea, or promote contestant-created media about a production Two-way communication - on Twitter, using retweets, hashtags more often, linking into other companies’ conversations, dialogue with audience members Maintain - otherwise, no better than a Web site Link - a good way to grab people who wouldn’t otherwise be on social networks
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