By CLAYTON LORD [Arts Journal Blogs] – This research, one of the most comprehensive surveys of social media use in arts organizations ever conducted, is fascinating in that it provides a valuable snapshot of how the arts and cultural center is using social media to engage artsgoing audiences across the country…
Top-level findings from the research include:
• All told, the 207 arts organizations in the study utilize over twenty networking platforms.
• The average arts organization is active on three social networks (Facebook, Twitter, YouTube) and uploads 66 new pieces of content each month.
• Facebook Pages that are updated multiple times per day, use a customized URL and feature a custom Welcome tab have more fans, who interact with the page more often, than those who do not.
• Arts and cultural organizations that tweet more than four times per day and do not replicate Facebook content on their Twitter feed have more followers and a higher rate of engagement than others.
• Venue pages on Yelp and Foursquare that have been claimed by an organization have more user engagement than those that have not.
• Arts organizations who use a custom URL and a custom template for their blog have more engagement than those who do not, but overall blogs offer a very low rate of engagement regardless of format, structure or frequency.