82% of the arts organizations participating in the survey that use social media state that they use these tools to engage with audiences before, during, and after events. Responses to additional questions in the survey underscore how integral social media has become for organizations that host events; social media help with audience awareness of and reminders about upcoming events, as well as marketing and promotion. Social media also give organizations the ability to link directly to ticket sales, offer last minute discounts, or alert attendees about program changes. Finally, social media do what traditional forms of marketing does not do; create a viral buzz through the sharable nature of information on social networks. Read the rest at Pew Internet & American Life.
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