Management of an advertising campaign of a cultural organisation on social media

Management of an Advertising Campaign of a Cultural Organisation on Social Media Advertisements are everywhere you go: in morning papers, next to articles in news sites, in cars, buses, cinemas and grocery shops. They cannot be ignored. Organisations that seek to remain in the market, continue to operate effectively, keep remaining clients and attract potential ones must come up with new ways of reaching consumers and figure out what media vehicles are most efficient. One of the most important new media trends is social media, where consumers can post and share information themselves while contributing to online content. Social media is becoming a more and more popular information and media vehicle since it can reach large audiences. Organisations that get acquainted with the merits of social media can use them to reach financial success. The objective of this paper - management of an advertising campaign of a cultural organisation on social media The goal of this paper - to analyse the processes of managing advertising campaigns of a cultural organisations on social media. The research of this task has shown that the management of cultural organisations' advertising in social media has not been fully developed yet and that all possibilities of social media are not being entirely exploited. Social media is a very effective means of advertising for cultural organisations because they do not require huge investments, and even if disbursements occur, they are not as big as the traditional types of advertising. It is not common to 'buy' paid reach in order to attain greater attention from consumers in Lithuania. When it comes to different types of social media, the possibilities of Facebook are exploited the most, while the least amount of attention is given to content communities (YouTube). Nevertheless, the cultural organisation that has been analysed during research and that has been named as the possessor of the best advertising campaign by an expert, does not give any part of its budget for social media advertising while still remaining its competence by creating captivating and good-quality content. This only shows that to maintain visible for Internet users, it is not necessary for cultural organisations to invest large sums in social media like media vehicles, it only takes to spread innovative, fascinating and good-quality advertising