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Figure 10: Benefits attained from the social media marketing
4.5 Engaging fans in conversations and stimulating word of mouth using various social media
tactics
Participants of the survey made an assessment of various tactics using social media tools to engage fans
and stimulate word of mouth on the scale from 1 (not effective at all) to 5 (very effective). Figure 11
represents the results of assessment of various social media tactics by PACs. Announcing events is seen by
the respondents as the most effective tactics with an average score of 4.1. According to the assessment made
by the marketing professionals, online contests, posting questions on the wall, posting pictures galleries,
ticket sales and online polls tend to be more effective rather than ineffective with average scores ranged from
3.9 to 3.3. The respondents indicated that social media applications they use for marketing. The capacity of
widgets, music downloads, podcasts and video clips to make the message viral and encourage engagement of
customers was viewed as less than effective at the range between 1.2 and 2.8.
16
16
16
15
16
14
14
13
13
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Increased brand awareness
Bigger and stronger fans communities
Increased number sold tickets
Reduced cost of marketing
Attracted visiters from other geographic …
New partnerships with other art organizations
Expanded market of potential performers
Attracting visitors of competitors who are …
New partnerships with donation organizations
Effectiveness
