Purpose of Social Media in the American Orchestra Field - Part 6 - Conclusions

The strategies posted yesterday are already becoming highly visible in many arts non-profit organizations.  The survey administered to write this research and analysis found that 92% of all orchestras in America are using social media.  Some of these organizations are already being highlighted in the press for their creative uses of new technologies and their inventive applications of the techniques.  The final statistical question of the survey asked if social media was seen as an important organizational tool.  One percent responded “No” and 12% were unsure.  The remaining responders were positive about the need for these applications.  Forty-five percent said “Yes, it has some uses” and 42% said “Yes, it is essential towards accomplishing our mission.” 

The preceding analysis section contained comparisons of activities among orchestras within the same budget categories.  Further examination of the differences of various sub groupings would yield even greater knowledge and would be worthy of further research.  While the full knowledge of the sub groupings was beyond the scope of this study, in appreciation for participating in this study all responders were provided with the quantitative data for their whole field and also a quantitative report on the orchestras who have the same budget size as their own.  The specific answers for each budget category are published in Appendixes E through M of this printed study.  Please email us if you would like access to this additional information.

Budget size is only one topic of comparison.  Through the tools available via SurveyMonkey comparisons could be made of any question that was posed.  A further   topic of study could be a comparison of how social media opinions differ or are similar for organizations located in urban and rural areas.  It would also be possible for more in depth analysis for the respondents who did not feel social media was a useful organizational tool to better understand their concerns.

Through survey and analysis this study has accomplished much in understanding how and why the orchestral field in America is currently using social media and has for the first time documented this usage.  It is proposed that through success found from using the recommendations and strategies in this study, an even larger number of orchestras would find that social media is essential to accomplishing their organizational mission.