Author(s)

Gina Bittner

Date Approved

3-8-2012

Document Type

Thesis

Degree Name

M.A. Public Relations

Department

Public Relations/Advertising

College

College of Communication & Creative Arts

First Advisor

Basso, Joseph

Subject(s)

Symphony orchestras;Social media

Disciplines

Public Relations and Advertising

Abstract

The purposes of this exploratory investigation were to (a) provide insight to communication managers at symphony orchestras into how social media can be used in their marketing efforts and to (b) ascertain how to effectively use social media as a strategy to attract younger demographic groups (ages 19-35). The researcher distributed an online survey to communication professionals at U.S. symphony orchestras (n=220) selected at random from the 2010 Musical America Directory and conducted in-depth interviews with members of the 19 to 35 age group in the southern New Jersey area. The average survey responder demonstrated interest in social media, but did not have the budget and/or staff to dedicate time to the effort including writing a social media communication plan. In-depth interviews revealed younger demographic members do use social media to access information more than any other medium. Implications for effectively and efficiently engaging younger audience members and, therefore, more audience members are discussed and suggested.

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