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PDFOpen Access (License Unspecified), Open Access
Thesis
Social Media Usage in Symphony Orchestras: A Comparative Case of the San Antonio Symphony and the Houston Symphony
Master of Science (M.S.), Drexel University
2014
DOI:
https://doi.org/10.17918/etd-6200
Abstract
This is a comparison of social media usage of the Houston Symphony and the San Antonio Symphony. I interviewed staff members from both organizations to determine which social media platforms the organizations are using and how they are utilizing them to interact with patrons. It was found that both organizations are using Facebook, Twitter and YouTube to connect with their audience. The Houston Symphony has been growing staff resources to maintain consistent activity on their social media sites. This has resulted in a larger audience base with a higher level of patron interaction. The San Antonio Symphony is active on the same sites but is not posting at the same rate, as they are at a disadvantage with only a contract-to-hire staff member who is not in the office. Improvements have been made in the past year but content is not posted on a consistent basis. This thesis finds that symphonies who use social media more consistently will realize greater benefit.
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Details
- Title
- Social Media Usage in Symphony Orchestras
- Creators
- Heather Marie Martin - DU
- Contributors
- Neville Vakharia (Advisor) - Drexel University (1970-)
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Resource Type
- Thesis
- Language
- English
- Academic Unit
- Arts Administration; Arts and Entertainment Enterprise; Drexel University; Antoinette Westphal College of Media Arts and Design
- Other Identifier
- 6200; 991014632937604721