Our 2011 How Strong is Your Social Net? Survey – that gathered responses from more than 1,600 arts organizations across the country – explores adoption and usage of digital and social media, measurement tactics, platforms, and return on investment (ROI).
The findings track the “how,” “to whom,” “what,” “why,” and “how often” of communications across multiple platforms and probes perceptions of effectiveness. We also examined internal policies and institutional protocols around issues of community building and audience feedback.
Trudel|MacPherson developed the survey to help arts groups connect with target audiences using a wide array of available digital communications options. The survey gathered data on how arts groups regularly communicate with various target publics; whether and how groups are connecting with patrons and fans – creating communities of interest and responding to their ideas and concerns — and how groups are measuring the ROI of their digital efforts.
Creative Connections with Audiences
We asked respondents to share their best/worst experiences with digital media.
Very few arts groups reported any horror stories and most praised the intimacy and immediacy of social media to help them repair relationships, deliver last minute information, and build awareness and demand. A few examples: Read the rest of this entry »