Social Media for Your Performing Arts Marketing Plan – Part Two: Facebook

Welcome to Part Two of the “Social Media for your Performing Arts Marketing Plan” series! If you haven’t already, please check out the previous post Part One: An Intro to the Realm of Social Media.  So far we’ve discussed the purpose and benefits of using social media as part of your performing arts marketing plan.

CC Image by mkhmarketing
CC Image by mkhmarketing

Chances are that you already have your own personal profile, but what about your performing arts organization? Maximizing your Facebook presence is a no-brainer: its free, simple to use and gives you access to over a billion people worldwide.

Join the Conversation

CC Image by AJ Cann
CC Image by AJ Cann

Facebook is an excellent social media platform to consider adding to your performing arts marketing plan. It is wonderful for promotional purposes and awareness-building, but it is crucial to keep in mind that social media platforms are first and foremost educational and development tools. They provide a place to reach out and connect with your audience and fans on an ongoing basis!

John R. Math, of Light Space & Time Online Gallery, says “the main reason why artists fail with social media is that they are not providing a value to their connections with any helpful, interesting and relevant content in their comments and posts.” Find ways to post promotional materials for your organization without being too obvious. Instead of simply posting a link to your online ticket provider, why not post a short video or audio clip from a recent rehearsal? Or try interviewing one of your performers as part of a human interest story. These types of posts are more likely to spark a stimulating conversation and interest your followers.

Experiment with Ads

Facebook also offers the option to post advertisements through your business profile. This tool is a terrific, low-cost way to promote upcoming shows and events, as well as extend your organization’s visibility. Better yet, Facebook allows you to target different campaigns and events to different people. This allows you to really focus in on your target audience and provide them with custom-tailored ads that will entice them to respond.

CC Image by Luc Legay
CC Image by Luc Legay

Best Practices

Here are six tips to keep in mind if you include Facebook as part of your performing arts marketing plan:

  1. You want your audience and supporters to “Like” your page. Once they have done this they will receive updates and see your posts on their newsfeed.
  2. Make sure that your organization’s profile picture is easily recognizable – your organization’s logo is an excellent choice.
  3. Include a brief biography in the “About” section AND include links to your organization’s website!
  4. Create event pages for your upcoming shows through your organization’s profile. Event pages make it easy for your fans and followers to keep track of upcoming shows and sync them with their calendar.
  5. Ideal posts should be between 40-80 characters long. Always opt for a photo link rather than a straight text link. People like to click pictures!
  6. If possible, add social share buttons to your event registration or ticket sales page. Your share numbers provide “sharing” proof and will help your visitors to perceive your content as being popular.

Stay tuned for future installments in the “Social Media Marketing for Your Performing Arts Marketing Plan” series. Twitter is up next!

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