School’s back in session, and this semester I’m teaching both arts marketing and a social media seminar. The students are required to subscribe to Artini so keep your comments clean.
In the year and a half since I first taught the social media seminar, a lot has changed. For one thing, my students (or at least the current crop of students!) are much more savvy about social media than they were last time around. For another, so many more arts organizations are not only embracing social media but pioneering exciting innovations using new media that we promise to have an embarrassment of riches to discuss. I’ve seen a rapid uptick this year in the use of QR codes, mobile apps, and other tools, even by smaller organizations. We have a lot to talk about.
Certainly social media is a part of marketing, but social and other new media are also a part of programming. Apps that provide museum commentary, YouTube previews of shows, and web-created content are becoming the norm, not the exception.
Here’s my question of the day (expressed as multiple questions, as is my habit). Does incorporating new media into our programming hurt or help our traditional programming? Are people who can find a video of Merce Cunningham or George Balanchine on YouTube less likely or more likely to attend a live ballet? How has using new media affected your organization?