It is evident that for some festivals, social media is still a daunting and intimidating marketing tool but, like festivals, social media is all about quality not quantity. It is about selecting a few elements and executing them in a way that best engages with the target audience.
After talking to many festival teams of late I feel that focusing on some basics would gain greater audience traction online in 2013.
Video content generates some of the highest audience engagement online. Festivals are perfectly positioned to create entertaining, creative and innovative content for sharing online. What better way to entice new audiences or sponsors by showing them a video of your last festival or a preview reel for your upcoming season: show them the performers, the captivated audience and any space that contained (or could contain) sponosor’s branding.
The best way to reach your target audience on twitter is through twitter influencers; people in the media, in politics, in culture who have a large twitter following that includes your target audience. Engage these influencers & harness their online power to communicate your message. Invite radio presenters, directors, local politicians to performances and let them know about your festival’s twitter presence. Those who engage are likely to tweet about it to their followers and RT your festival content.