The American Orchestra and Social Media
Nashville Symphony recently conducted research on the use of social media by symphonies in the League of American Orchestras. Of the top three platforms being used, Facebook was overwhelmingly popular, with 97% or 226, of 232 symphonies engaged. 140 (60%) of orchestras are using Twitter and 87 (37.5%) have YouTube Channels.
A recent study by VerticalResponse indicated that nonprofits in general are more likely to use social media than small businesses (96% compared to 90%), and they are more active; 76% post several times a week, compared to 66% of small business. Of the nonprofits surveyed in this report: 37% indicated that they spend 6 or more hours a week on social media, 29% spend 6-10 hours a week, 6% spend 11-20 hours a week, 2% spend 21+ hours a week.
Surprisingly, in the Nashville Symphony’s research, conducted by Belmont University student Melissa Messer, only 38 of the 232 LOA organizations reviewed had a visible way to sign up for mailing lists on their website. Though many, if not most, of these orchestras are using email marketing, very few (including the Nashville Symphony) are utilizing the website to generate new email addresses.
Google + and LinkedIn round out the top five of 22 different platforms being used by LOA members. Pinterest and blogs like Tumblr are inching behind. Also of interest, regionally, Northeastern and Southern orchestras are using Twitter more than those in the Midwest and West.