Nancy Malitz discusses the necessity of using different forms of social media to attract different audiences, looking at the Lyric Opera of Chicago’s hugely successful online presence.
If you want to share your excitement about one of the great classical art forms with your college-age nephew or your grandchildren, how do you go about it? Do you send a letter? Pick up the phone and leave a voicemail? Clip a newspaper article? Dash off an email?
The correct answer is none of the above.
When Lisa Middleton joined the staff of the Lyric Opera of Chicago as director of marketing in early 2013, the company – like most adults over the age of 25 – was playing catch-up in social networking on the Internet. The rate of change in the digital world of communication had been outpacing the adaptation rate for some time. And then it accelerated.
Grappling with the realities of this pervasive cultural shift is an enormous and urgent challenge for arts organizations. “When I came on board, the Lyric was only devoting a portion of one individual’s time to social media even as it was mushrooming, and so I felt that we were going to have to jump in with both feet,” said Middleton... Keep reading on Classical Voice America
If you want to share your excitement about one of the great classical art forms with your college-age nephew or your grandchildren, how do you go about it? Do you send a letter? Pick up the phone and leave a voicemail? Clip a newspaper article? Dash off an email?
The correct answer is none of the above.
When Lisa Middleton joined the staff of the Lyric Opera of Chicago as director of marketing in early 2013, the company – like most adults over the age of 25 – was playing catch-up in social networking on the Internet. The rate of change in the digital world of communication had been outpacing the adaptation rate for some time. And then it accelerated.
Grappling with the realities of this pervasive cultural shift is an enormous and urgent challenge for arts organizations. “When I came on board, the Lyric was only devoting a portion of one individual’s time to social media even as it was mushrooming, and so I felt that we were going to have to jump in with both feet,” said Middleton... Keep reading on Classical Voice America