Communication manager for a venue, you have started to develop your presence on social networks? This is a great idea, as they are an effective way to build audience loyalty. But the promotion of a theatre is done by operating certain levers. Here’s which ones.
Knowing and segmenting your audience is a must.
A “classic” communication campaign is conceived as a way of reaching a wide audience with a single message: young, old, active, students, etc…
Social networks, on the other hand, allow you to decline and adjust your communication. For example:
- differentiating, within your audience, between those who are used to coming to theatres and those who could come but have not yet done so;
- adapting your message to the different age groups of your audience (and their budgets).
The more you know about your audience, their interests, habits, motivations, the more you will know where to find them on the networks and how to talk to them.
Choosing the right social networks and adapting one’s editorial line
The community of “experts” on Twitter, the general public on Facebook, thirty-somethings on Pinterest, and youth on Instagram are not addressed in the same way. Before developing a “social networking” strategy, you should therefore start by identifying the social media on which your audience is located.
To do so, study your theatre’s annual programming: are you targeting a young audience, young adults or families in the broadest sense? Are those who attend your institution regulars – or better yet, applicants – of social networks? Once you have completed this process of reflection, choose the social network(s) that best suits your case. And only these: it is not necessary to be present everywhere.
Connecting with your audience: the purpose of a presence on social networks
Once you have identified who you are talking to and how to talk to them, you can decline your content. Thus, a theatre has every interest in sharing:
- the dates of the new shows;
- photos of representations;
- rehearsal videos;
- links to critics (positive, of course) ;
- reminders of events when there are still seats available…
These publications will allow you to promote your organization, showcase your programming and build audience loyalty. In the end – after a while – you will even be able to create a real community of fans who will become prescribers to their entourage!
A blog is also a way to stay in touch with your audience and to inform about upcoming events in more detail. For more visibility, it is possible to use Adwords for your blog. Launching a paid search campaign can be very interesting to reach a new audience. If you would like help with the first Adword campaign for your concert hall blog, contact a professional like Instaon.
Don’t forget the link, the real
Social networks should not be seen as a world apart. The “fans” on your Facebook page and the “followers” on your Twitter account are first and foremost human beings. It is therefore quite relevant to use these sites to invite your audience to meet and exchange with you outside of the performances:
- for backstage tours;
- to attend rehearsals;
- for activities aimed at children, which will indirectly affect their parents;
- for convivial moments with the artists;
- for previews…
This list may not describe all possible side effects. These initiatives can also be the subject of competitions hosted on social networks. Don’t forget that an Internet user who is on the move will be able to make himself the vector of your communication to his personal and/or professional sphere!
Social networks won’t find viewers for you. It will take time… and energy. This is why we advise you never to do without thinking about the segmentation of your message. The key to success on the Internet!