Marketing the Performing Arts: Efficacy of Web 2.0 Social Networks

Abstract

Social media platforms such as Twitter and Facebook have grown rapidly with the widespread adoption of Web 2.0 applications (Hausmann, 2012b). Increasingly, non-traditional communication tools are being sought to engage with stakeholders. Given the prevalence of social media adoption, researchers examine whether this approach is a more relevant and useful one to promoting the performing arts. There is minimal research on this concept. This paper explores the utility of social media for performing arts organizations to reach and engage potential audience members. The results of a case study of the effectiveness of viral marketing using Web2.0 social media for a small performing arts organization is presented.