Keeping Social Media Social

At the time of writing this, it’s the end of 2022. We’re reflecting on the year we’ve experienced and thinking about the year ahead of us and how we can improve. We live in a post-Covid 19 world, and the cost of living is fresh in everyone's minds. Venues are feeling befuddled and dissatisfied with their social media strategies and communications. What's a brand to do? Focusing on what we do best—working with our customers and the community around our brand—is the best approach to navigating this scary new world. At this point, everyone is aware of the power that social media plays in marketing a business. Good content is important, but so is establishing solid connections with your audience. Community is key.

Arts and culture have always relied on the community. It is still important when it comes to social media. A vibrant community creates a welcoming environment, inviting more potential customers to investigate your profiles and attend a show at your venue. Communities generate trust and having an active and involved community surrounding your venue will demonstrate your company's integrity.

It’s Time to Get Back to Basics

To establish and grow an engaged online community, we must highlight our followers and make them feel like community heroes. Take part in important conversations, ask questions, and listen to what others in your community have to say. You may even hold competitions across your social media platforms to increase engagement and hear what your fans have to say. When it comes to brands that people love, they want to be heard by those brands, and those brands should be on the lookout for those voices.

“... social media is not so much a marketing tool to sell tickets, as is often the case for venues, but a really effective way for our audiences to engage with us instantly and directly to discuss everything from how one of our extraordinary costumes has been made or whether one of our family shows is appropriate for their child.” 

- Poppy Burton-Morgan, Freelance Theatre and Opera Director and Artistic Director of Metta Theatre

Join the Club, Pal!

Everyone enjoys being in a group. Why not provide a space where people can come together and discuss their experience with your venue? Allow your community to gush about a recent play or share images from their favourite concert. Many venues do this through Facebook groups. A group does need ongoing commitment to pushing topics of conversation and moderating what is said (it must stay topical and interesting for everyone), but this direct connection with your online community is invaluable and goes a long way toward demonstrating how you can give your community a behind-the-scenes glimpse at a production, showcase members of staff, organise a Q&A, or illustrate what goes into the day-to-day management of a venue by mixing education, engagement, and entertainment.

Reach out to the Wider Comms-unity

It may be challenging to develop new and intriguing content for your group, but you can also seek out input from the greater communications community. Staffbase has a robust online network of communications professionals with whom you can share your experiences and learn about how they engage with their respective communities - https://staffbase.com/en/comms-unity/.

The Story’s Not Over Yet! 

Just because a show has ended doesn’t mean the job is done; there are still ways to connect with your online audience to reward them and create brand awareness. You can continue to share the positivity of a show even after it has ended by sending out a post-show survey, posting images contributed by your community, giving visitors a sneak peek at your next show, or sending a thank-you message to everyone that bought a ticket to a recent production. 

Venues strive for an engaged community, and a strong social media presence will help you get there. It’s critical to remember that you’re creating a community of individuals that will always be there to support your venue, so treat them as such. Social media can be a fantastic way to foster a sense of community between a venue and its fans, but it may take some effort and imagination to make it happen.

If you ever want to talk about your social media strategy or brainstorm with someone new, remember that Lucy Costelloe and Myself are always up for a chat. In fact, we love a good ideas session over coffee! Why not join us? ☕