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Using social media and internet technologies as new marketing strategies, and their effectiveness for the modern American orcestra
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Using social media and internet technologies as new marketing strategies, and their effectiveness for the modern American orcestra

Karen Shore
Master of Science (M.S.), Drexel University
2013
DOI:
https://doi.org/10.17918/etd-6262
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Abstract

Social media Orchestra Community engagement Adaptability (Psychology)--Social aspects Arts--Management Marketing
As our society's culture and conditions change in the dawn of the 21st century, so must the perspectives and strategies of American orchestras also change when considering what is most beneficial for - and desired by - the orchestra patron. The intent of this study and its findings is to demonstrate to arts researchers and professionals that adaptability to such change is possible, whether their organization focuses on music, theatre, dance, or some other form of art. By testing these new tools and techniques in real-world applications, orchestras around the country can see what works best with their own audiences, and share their successes and limitations with other arts organizations. This study explores the use of social media and other Internet technologies by orchestras and their effectiveness as new marketing and audience development tools. To complete this study, data was collected from observations and collaborative research with the Harrisburg Symphony Orchestra and compared to my own independent research. This paper speculates that orchestras such as the HSO have already taken into consideration many of the concepts and ideas as outlined in the literature review, and are attempting to use practical applications of these ideas in the hopes that audience participation will grow within their communities.

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