4. How are they using digital and social media?

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  Channels used by respondents. Click to enlarge.

  Our study found that email is the primary digital communications tool for most organizations (98.9% use it in some way or another; 71.3% described using it “constantly”), and it’s not going anywhere any time soon.

• Most organizations (83.7%) are also using some form of social components on their websites (such as social shares, Facebook “like” buttons, Twitter follow links).
• Facebook (91.9%), YouTube (84%), and Twitter (65.9%) were the next most used channels.
• On the low end, we saw little use of online publishing services such as Issuu (78.3% of organizations report not using such services at all), podcasts, and RSS (71.4% of respondents reported not using either of these tools).

Most organizations are using digital and social media to communicate background on programming (96%), single ticket price offers (89%), scheduling changes (89%), and subscription/membership packages (70%).

Respondents are still working to determine the ideal frequency for their communications. Each platform has its intricacies: using Twitter infrequently defeats its purpose, while, conversely, no organization has the resources to crank out YouTube videos on a daily basis—so it’s a wide landscape. The largest number of organizations reports communicating several times per week (30.1%) or weekly (24.6%).

 

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