AMT Lab @ CMU: It is easy to see the ways that the production and consumption of opera have changed to match the needs of the 21st century consumer. However, it is difficult to identify similar changes reflected in the way that opera is managed.
Since the 1980s, the opera industry has seen a significant increase in attempts to “modernize” opera--hoping to increase ticket sales by breaking from the traditional productions that have been seen for hundreds of years.
2 comments:
I like how the article started by explaining the rapid changes that the opera world has been going through but I think that the articles doesn't really do much to connect the strategies for managing social media to those changes. I guess I can kind of see the connection to the opera and how it is just starting to use things like social media, but the article talks about how one can manage social media in a more general business sense. Even though this is true, I think the information is still helpful. It brings up a good point in that many people only look at the likes and favorites and don't go deeper in their research to apply that to their actual business and results of the posts. I think that this is something that can really help businesses to get a feel for what their audience likes and how to personalize their media or that specific audience. Overall, Even though the article is kinda of scattered in its relation between the opera and social media management, it brings up a good point that can be helpful to many looking to get more out of their social media management.
Ah man, I was hoping this article would be longer, it started off so well! I think that they point to a very important aspect of arts organization management, which is that as relationships with audiences change, orgs need to parallel the developments in their internal operations, which requires a thorough understanding of things like social media and other emerging audience engagement tactics. Using Facebook likes and Twitter followers to measure social media presence and effectiveness shows that the organization only has a distant, shallow understanding of how their audience uses social media. A more useful metric might be how many people re-tweet their posts, or, as the article points out, what types of posts do best on a Facebook page or company website. The other essential aspect, of course, is following up these observations and analyses with a plan that takes them into account, geared toward developing stronger online relationships with their community or whatever other goal they are trying to achieve.
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