Marketing the Arts: A Comparative Analysis of the Social Media Practices of Select Performing Arts Centers

Performing arts centers (PACs) provide a cultural hub that aids in increasing civic engagement and social capital within a community. Attendance in the performing arts has been on the decline, which threatens the cultural richness of communities across the country. The purpose of this study was to examine the social media marketing practices of select California performing arts centers. The PAC, San Luis Obispo, San Diego Symphony and Segerstrom Center for the Arts were selected to be examined in this study. This was done by strategically analyzing the Facebook, Instagram and Twitter accounts for each of the three PACs utilizing a case study guide developed by the researcher. It was concluded that the social media strategy for performing arts organizations should express a variety of media types and original content that appeals specifically to audience interests and trends. Recommendations include increased post frequency and co-created content with users