Arts Organizations Jump on Social Media

 A few numbers: 83 percent said social media have made their audiences more diverse; 99 percent have a Facebook page; most are represented on four media sites, some on as many as nine; 86 percent use social media to accept donations; 38 percent to administer grant applications.

 

An article in the Sacramento Bee quotes Cathy Taylor, executive director of the Sacramento Youth “Symphony: "Social media has helped us increase our audience more than it has helped raise money. It's a matter of cultivation. Ultimately, we hope we can take someone that is a patron and bring them into the category of donor."

 

According to the article, the small organizations benefit the most from social media. One, the year-old Classical Revolution, couldn’t exist without it. With almost no budget, the organization, which presents concerts outside of traditional venues, does all of its publicity and event promotion through free sites such as Facebook and Twitter. It uses the former, more than email, to get the word out.

 

Group organizer Skye Bergen says, “We've never bought an ad. I don't think we'll ever need to … at least not for now."

 

If there is a down side to social media, there was some concern among respondents that it shortens audiences' attention spans.

 

For the full report, click here.