Finding: Maximizing Attendance to Cultural Entities May Depend on Social Media (DATA)

Potential visitors are even more connected to the web than those who already attend cultural organizations.

“The new audiences who we are trying to attract don’t use social media.” You may have heard this said before. (Perhaps you’ve said it yourself!) There seems to be an idea among some professionals that perhaps social media and digital engagement are useful in attracting current visitors to cultural organizations, but when it comes to reaching new ones, “traditional” channels are still best. Data suggest that this is false. And this very misconception may be a reason why cultural organizations are still...