By , Head of Digital Media, Royal Opera House
Pretty much every UK arts organisation now has a full-set of social-media cards: YouTube channel? Check. ? Yes indeed. Obligatory ? Why, yes of course. These combine with Flickr and Audioboo, blogs and wikis, podcasts and video channels to create a new kind of cultural landscape in which an audience member might never need to enter a gallery or auditorium to feel like they’ve seen the show.
But why are we doing it? Just like consumer brands, cultural organisations want to spend more quality time with people who care, or might grow to care, about them. The majority also need to cultivate customer loyalty and develop new, paying audiences. There are also traditional customer-service objectives to fulfil, and aspirations for brand building and international profile. But there are other motivations that make the challenge of creating a cultural social-media strategy more complex to execute, and success more difficult to measure. Read more…
