Wednesday, 26 February 2014

What are the potential advantages of using social media for the performance sector

What is Social Media?

Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content."[2]

Social Media platforms are walled gardens that can only be accessed by authorised users.

What are the ideological and technological foundations of web 2.0

Who Uses Social Media

In May 2013, 74% of women were users of social networking sites, compared with 62% of men.

As of September 2013:
  • 71% of online adults use Facebook
  • 18% of online adults use Twitter
  • 17% use Instagram
  • 21% use Pinterest
  • 22% use LinkedIn
Pew Internet Project

Who uses Social Media?

In Social Media Examiner’s 2013 End of Year Report, marketers now place very high value on social media marketing:
  • 86% of marketers stated that social media is important for their business
  • 89% of marketers stated that increased exposure was the number one benefit of social media marketing
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Why use Social Media?

There are over 24 million active Twitter users and over 33 million Facebook users in the UK. In any one day there are 500 million tweets worldwide and the number of daily Facebook users is growing at a rate of 25% each year.
Social media has the power to share a lot of information, instantly - it's low on cost and time but high on impact and value.
Arts Council England

Social Media Tools

Social Media as Marketing

Social Media is seen as important by marketing companies as a way of promoting brand recognition and by the Arts Council as a way of developing arts audiences. Companies are expected to develop their social media feeds as well as their websites. But what do social media platforms add to already existing marketing tools, such as brochures, posters, radio and televisions, how can you measure the impact of social media and what does it mean when fifty followers 'like' your article. Does this translate into new audiences?

Social Media as Art

Social Media is also a new medium and means for expressing ideas as well as advertising events. Artists have always experimented with new technology. The conceptual artist Don Celender experimented with the questionnaire in the seventies with books like “Opinions of Working People Concerning the Arts”. The New York Correspondence School experimented with the postal system as a way of communicating between artists and audience. How are theatre companies experimenting with Social Media as content?

Social Media is Pervasive

Web content can be accessed on mobile devices such as tablets, phone and e-readers. The audience can be anywhere. 15% of page views are seen on a mobile device

Social Media as Engagement

Social Media is defined by it's exchange of user generated content. How can Social Media complement the social engagement

Social Media as Fundraiser

How do performance companies use Social Media

  • marketing
  • participation and feedback
  • art
  • crowdfunding

Develop a  survey that collates the social media platforms that people use and their age. We can't collect any personal information
Which of these social platforms do you use?
Which email provider do you use


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