Putting the Social Back in the Arts

• Jun 7th, 2010
• Posted by admin
• Posted in Uncategorized

Last week, I had the great fortune of joining the Pacific Northwest Ballet technology brainstorm session. Two years ago, PNB as well as eight other local arts organizations were awarded a four-year grant (totaling 7.7 million dollars) by the Wallace Foundation for outreach to young audiences, primarily using technology and social networks. Two years ago, very few arts organizations had the resources or knowledge to implement big social media campaigns – and this grant blew the doors open on the possibilities.

Since then, the ballet has gone from zero to 60 in terms of their online presence. They performed intense market research, rebuilt their website and developed their Facebook, Twitter and YouTube channels and are moving into the next phase- implementation! Now, I cannot tell you the top secret details of what happened in the powerhouse brainstorming session, but I can say I am excited to see what comes out of our discussions.

If you haven’t checked out PNB recently- you really should. They already have great programs for discounted tickets and a good mix of family-friendly story ballet, classical (tutus) and an impressive mix of contemporary dance. Also, check out what the other Wallace recipients are doing with their funds, check: here, here, here, here, here, here, and here. They are great examples what an organization can do to engage audiences with unique content and creative ideas.