We have been talking a lot about how to use social media to market our organizations but are we doing it right? How should we measure the success of our internet marketing in dollars? clicks? fans? ticket sales? Chad M. Bauman is the Director of Communications at Arena Stage who has a fantastic blog about arts marketing issues in the United States. In his blog post "Measuring the Impact of Social Media, he poses that we measure the success of our endeavors in the "engagement levels of our online community" rather than ticket sales.
I had never really thought about social media marketing like this before, but now it totally makes sense! I think that effective social media marketing would create a place where people can go to find out what the organization is about and what it is that they do for the community who views it. Mr. Bauman refers to another blog where the writer relates using social media as only a means to sell tickets to virtual junk mail.
People are all about try it before you buy it, especially with new or unique things. If a theater company was trying to market a new play written by an unknown playwright, they might want to "sell" it by having videos of rehearsals on their page along with a biography on the playwright or director and maybe even a discussion board where people could ask the cast and director questions about the play.
What do you think? Would you rather go to a social media site for an artist that is set up solely for selling their art or would you prefer a site where you get to know the artist as a person before ever being asked to make a purchase?
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