Are we using a 'silo approach' with our digital/social media, and are we focusing too much on using it for/with/in art? Here is an article which looks at the way many organisations (including, I expect, plenty of arts organisations) are using social media and makes a case for a deeper, analytical integrated online strategy which includes ppc advertising, SEO, email, CRM and mobile.

Do you think this sort of strategy is relevant for arts organisations? Are we in a strong position to use those sort of integrated methods for marketing? Are there other ways we could use and get the most out of a range of digital assets and platforms? 

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Quick response. Agree, it is not about social media, it is about being 'social' and 'communication' ... and for that we use a plethora of media, platforms and IT resources. We always have. As such all communications (internal/external) activities should be integrated, support each other and be informed by what your objectives are - as a company, for a production, for an event or initiative. Otherwise it is like a gaggle of geese squawking. SEO, CRM, ppc advertising, are just the means to fulfil or achieve your objectives if marketing objectives. If for use in a production, as mode for digital storytelling, than perhaps it is about production and marketing objectives ... as nietzsche said ... "he who has a why can withstand any how!" :-) 

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