Engaging Your Audience

Welcome to the blog that explores performance arts theatre marketing and how theatres today use social media, such as Twitter, Facebook and Instagram, to not only attract but also engage new and diverse audiences. I am a senior at the University of Northern Iowa studying public relations with a minor in marketing. My passion for theatre and desire to research and explore the public relations side of theatre drove me to create this blog. I have an interest in Theatre Marketing because of the exciting opportunities to integrate social media as a way to bring new demographics into the world of theatre.

Through the rise of social media and its role in promotions, "Marketing" has become a major buzzword. The "why" of using social media for advertising is no longer the question- rather, organizations often lack the "how." All marketers know it is important to reach out to current and future audiences through social media, and theatres have the most to gain from this medium. However, it is easy to get burnt out or lose sight of what should be going on your theatre's social media. Social media allows for interaction between an organization and its audience, which builds relationships while delivering a message. This relationship building leaves a longer lasting impression on a viewer than an advertisement or even a direct email.

The two go-to social media platforms for organisations are typically Facebook and Twitter. If used properly, these social media sites can generate buzz about upcoming performances. While Twitter is good for short snippets to grab audience attention, Facebook is where compelling storytelling can shine through. In order to build a strong following on social media that generates enough attention to translate to audience engagement and ticket sales, it takes creativity. 

Through research and interviews, I will look at what theatres around the country have in terms of a social media following, then analyze what they did to earn that following. Theatres large and small have something to gain from their use of social media as a marketing tool.