Want to Win Audiences Online? Try Putting Them First.

Posted by David Dombrosky On October - 4 - 2011

David Dombrosky

During last year’s Arts Marketing Blog Salon, I stated that an individual or organization’s motivation for using social media is a primary factor in forecasting whether or not their efforts will be successful. This remains true, but even those who are truly motivated to engage their audiences can derail themselves with their approach to content.

Recently, I had the pleasure of speaking with a number of performing arts presenters, agents, and artists at the Performing Arts Exchange about their web strategies, use of social media, and engagement with mobile audiences. Throughout the course of these conversations, I noticed two important strategic elements for those experiencing success with social media.

Consider your content choices from the audience’s point-of-view.  
One of the most common issues I find in social media practice is that people often select content based on what they want to share. For example, one of the agents I spoke to at the conference had created a Facebook page with performing arts presenters as its intended audience. I noticed that a predominant number of the posts on the page were announcements for where her artists would be performing in the near future. When I asked her how this information is useful to presenters visiting the agency’s page, she was confused by the question. From her perspective, it was a no-brainer that anyone coming to the page would want to know this information. Read the rest of this entry »

ARTSblog holds week-long Blog Salons, a series of posts by guest bloggers, that focus on an overarching theme within a core area of Americans for the Arts' work. Here are links to the most recent Salons:

Arts Education

Teaching Artists

Early Arts Education

Common Core Standards

Quality, Engagement & Partnerships

Emerging Leaders

Charting the Future of the Arts

Taking Communities to the Next Level

New Methods & Models

Public Art

Best Practices

Evaluation

Arts Marketing

Audience Engagement

Winning Audiences

Powered by Community

Animating Democracy

Arts & the Military

Scaling Up Programs & Projects

Social Impact & Evaluation

Humor & Social Change

Private Sector Initatives

Arts & Business Partnerships

Business Models in the Arts

Local Arts Agencies

Cultural Districts

Economic Development

Trends, Collaborations & Audiences

Art in Rural Communities

Alec Baldwin and Nigel Lythgoe talk about the state of the arts in America at Arts Advocacy Day 2012. The acclaimed actor and famed producer discuss arts education and what inspires them.