| Description |
This paper evaluates the effectiveness of social media marketing efforts for university performing arts events. This was accomplished by working with the marketing and communication team in the University of Utah 's College of Fine Arts to analyze the success of their social media marketing efforts in connection with official ticketed events for the School of Dance, School of Music and Department of Theater. The research methods included tracking attendance data, social media metrics and randomly surveying patrons at select events. After gathering data, researchers looked for correlations between social media marketing efforts and event attendance. Based on the data and analysis, research found that there is a statistically significant, though moderately positive relationship between social media marketing and events attendance. Throught surveying patrons, research also found that patrons primarily learn about performing arts events at the University of Utah through word of mouth. With this in mind, social media marketing in an effective tool for promotion, particularly when used to generate electronic word of mouth. |
