In theatre today, Twitter should be an essential part of any marketing mix. But 99% of shows and venues aren’t using the platform to anywhere near its full potential as a free tool to raise awareness and to find, grow and engage with audiences.
And that’s in line with 99% of Twitter users. Why? Because Twitter isn’t intuitive, it can be overwhelming if your streams aren’t managed well, and simultaneously underwhelming when no one’s listening. As a result, many Twitter users get so frustrated that they neglect their accounts or abandon them altogether.
For theatre in particular, that is a huge missed opportunity, particularly when, by the nature of putting on a show, you have so many advantages over others vying for attention.
To top it all off, Twitter and Twitter management and analysis tools are changing all the time so it’s difficult and sometimes impossible to keep up with the technology.