The next survey question was posed to determine how
frequently orchestras were posting information to their own social media
sites. The answers show vast differences
in frequency. The two most frequent
responses were “Several times a week” and “Once a day.” Others answered that they post as
infrequently as “Once a month.” No
organization responded they post as frequently as “Hourly” or “More than once
an hour.”
Figure 12
When posting, orchestra responders indicated that 93.6% of
their posts were to inform followers / fans / friends of events or sales. Posting information / stories / links related
to artistic programming was the next most frequent use of social media, with an
85.6% response rate. The third reason
orchestras posted information is to aid in increasing follower / fan / friends
musical knowledge; 44.9% posted primarily for this reason.
Income bearing activities ranked lower among orchestras’
uses of Web 2.0 applications. An
activity that 38.5% of the orchestras used social media for is to actively sell
tickets. While 31.3% of orchestra
answered a preceding survey question indicating they felt a purpose of social
media was to increase donations, only 17.1% were actually asking for donations
with their various Web 2.0 applications.
Five orchestras responded with “Other.” One orchestra indicated that their use of
social media was in its infancy and therefore it was too early to tell how they
would employ social media. Another was
promoting live web casts and interacting with followers / fans / friends during
those events. Others cited they were
linking back to their websites. One
organization noted they were not only promoting their own activities but also
promoting various community arts programs.
Figure 13
Are
you currently using your Web 2.0 Applications to:
|
||
Answer Options
|
Response Percent
|
Response Count
|
Inform
your followers / fans / friends of events or sales
|
93.6%
|
175
|
Ask
questions of your followers / fans / friends
|
39.6%
|
74
|
Post
information / stories / links related to your artistic programming
|
85.6%
|
160
|
Increase
follower / fan / friends musical knowledge
|
44.9%
|
84
|
Actively
sell tickets
|
38.5%
|
72
|
Ask
for donation
|
17.1%
|
32
|
Increasing
awareness of organizational vision and brand
|
57.2%
|
107
|
Other
(please specify)
|
5
|
|
answered question
|
187
|
|
skipped question
|
33
|
|
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