Impact of Social Media on Arts Organizations
From the Apollo Theater to the Museum of Modern Art to the Wooster Group, arts organizations are leveraging the power of social media to redefine audience engagement in the digital age. The Pew Center for the Internet and American Life estimates that 97% of cultural organizations have an active social media account on Facebook, Twitter, Instagram, Flickr and/or Youtube. Organizations rely on these social media accounts for sales, fundraising, advocating for the arts, and increasing the diversity of their audiences. But how do arts organizations, many of whom operate on tight budgets, know if the time they devote to social media engagement is time well spent?