At first this was going to be a post on Marketing theatre (I’m guessing a rather long post), but instead I’m going to use it to give my thoughts on how Twitter could be used to build (and/or strengthen) online theatre communities.
There has been some interesting talk about Twitter and Social Media and their use in Theatre, particuarly around marketing. The Stage published an article last week about internet marketing and building communities through social media, using Legally Blonde: The Musical as an example. There’s also been some good posts over at London Theatre Blog about Social Media and Web 2.0 by Sinead MacManus. However, most of these have been around promotion and marketing, and I really think that Twitter can be used to do more than this.
First things first… There is no one way to use Twitter. It is an extremely powerful tool, and the rules keep getting rewritten by the users themselves. For a decent overview of what twitter is all about, check out the Twitter Wikipedia Entry. If you want a help guide, then check out Twitter’s help portal. If there is anything not covered in either of these, I will attempt to link to a relevent article. Also, this post is relying on the fact that people don’t protect their updates. If you protect your updates, you aren’t willing to fully participate in the wider community.
Twitter is a powerful community building and networking tool. I have been using Twitter for close to a year and have got to a point where I can’t be away from it for long periods of time (Withdrawal-type symptoms can occur including profuse sweating, gnawing of fingernails/limbs, and random screaming. I’ve almost joined a 12-step program). For the most part, I have used it for a mix of socia and professional networking. Within PR and marketing, Twitter has become a fairly important tool for a number of reasons. Here are the key areas I use Twitter for: networking, sharing, resource gathering and promotion.
Let’s see how each of these could be used for theatre…
Networking
Networking within theatre does happen. However, it seems to happen primarily in and around productions. You build your network by performing in shows, and occassionally by seeing them. However, between shows not much else happens. Also, theatre can be rather cliquey. It is rather impossible to penetrate certain theatre circles due to their closed nature, especially when the only opportunity is to perform with these people, or know someone who has performed with them.
Twitter, on the other hand, seems to put everyone on a more even playing field. Unlike facebook, you don’t have to get approval to follow someone’s twitter feed. That means that you can follow anyone (who doesn’t protect their tweets) from your best mate Tim to Oprah. This also means that you have a means of connecting with anybody you follow through @ mentioning them (similar to tagging and commenting in Facebook) or DMing them (similar to a private message in Facebook).
Where these connections really come in handy is at tweetups. Tweetups offer you an opportunity to meet the people within your twitter network and start to really build a community. When I first started attending networking events within the pr and marketing space, I found it rather difficult considering I didn’t know anyone at all. However, at my first tweetup, there was much less apprehension, considering I had already interacted with quite a few people on Twitter and therefore had a starting point.
Tweetups can then strengthen the bond within your Twitter community, as meeting someone in person can often make the connection more tangible. Also, it’s always great to get a group of people together who are all passionate about the same thing!
Sharing
One of the other great aspects of twitter is the ability to share. When I first starting using Twitter, a common description I heard was ‘it’s just like facebook status updates’. For me, Twitter is more about sharing information with your network (although facebook seems to be incorporating more and more Twitterlike features).
Sharing links to interesting articles, blog posts, youtube videos, events etc. has become a really important part of Twitter. Also, Twitter offers you the ability to ReTweet tweets that you might find interesting or useful, but that your followers may not see in their tweet stream, pushing the original tweet out to a new audience. Sharing interesting and useful information benefits you, as it increases your personal profile within your twitter community. Also, this will spur others to do the same, which will prove beneficial to you…
Collecting resources
The other upside to you posting your links to information is that you can then take advantage of others doing the same. Through this you could find out the most up to date news, find interesting articles and blog posts about theatre and related industries, find out about upcoming events, productions and auditions, take advantage of special deals or get free stuff. It’s all about building a community that is based around a mutual interest, trust and reciprocation.
Another side of collecting resources is the idea of crowdsourcing. This could be as simple as asking your followers a question (sometimes lazy questions, often hashtagged as #lazyweb), to more complicated crowdsourcing possibilities. For example, Next to Normal on Broadway has used crowdsourcing through Twitter in a really interesting way. The composers are using their Twitter account to improve their show. This ranges from running ideas past their Twitter followers, to asking their followers to submit lyrics or song titles to new songs they are writing for the show. They then work these into the show.
Think of all the ways theatre groups could use crowdsourcing… what about an impro show that relied on a twitterfeed from the audience using a hashtag for the event? It’s probably already been done, but there are millions of ways that theatre groups could use crowdsourcing, and for theatre venues or companies, it provides an automatic way to connect with your audiences.
Promotion
Finally, promotion. Let me put this out there… Twitter is not a tool purely for promotion. Many brands have attempted to get on Twitter and push their marketing messages out without attempting to engage at all. Many brands have tried and quickly failed.
The important thing with promoting yourself, your event or your company on Twitter is to provide some value for your followers. Although opinion does vary on this, I believe that it is important to show yourself through your tweets. Mix in personal with professional. Not every tweet needs to be about theatre (or marketing or PR etc etc). The main rules I stick by with my Twitter are One: would I say what I’m about to say on Twitter out loud in a room full of people? Two: would the people in this room be interested in what I’m saying? Three: have I been talking about myself too much?
However, promotion through Twitter can be beneficial. Building strong communities and networks can helpl when attempting to promote something related, as you can leverage your position as an influencer, and also leverage other people within your network who are influencers within their own groups. However, it also comes down to the value of what you are saying. Twitter is a great place to promote through special deals or offers, as this provides value to the other users and they benefit from being connected to you.
Also, authenticity is fairly important when it comes to promotion on Twitter. If you are promoting something that you are involved with, whether it be an event, a production or just promoting your new blog post, make sure you are upfront about your involvement. Nothing is worse than being told about how great something is as if it’s a product endorsement, and finding out that it’s actually that person’s product.
Basically, if you are going to promote something, be upfront and honest about it. Don’t spam and make sure that the people who follow you are actually interested in what you have to say.
Wrapping Up
There are loads of great articles out there on building communities through twitter and general overviews for what social media is. I’ve provided a few links to them below.
Even though this post was a bit of a ramble on how we could use Twitter, I hope it still made sense. If it didn’t, comment and I’ll try and clear things up!
Links:
What the F**k is Social Media? – One Year Later – A great presentation on social media and why it’s important.
How To: Build Community on Twitter – Tips on how to build your own community
Community Building 101: Building a Community on Twitter – Some great rules of thumb on building and maintaining a good community on Twitter
