The Art of Social Media

This thesis is an exploration of the current marketing activity by arts organizations in online social media. Technology changes rapidly; many of the tools and current practices outlined in this paper will be outdated within months of final publication. But the implications regarding the usage of social media extend beyond the actual practice. How have the changes that evolved within the last five years in Internet technology changed the way arts organizations communicate with their audiences? How have these changes affected marking efforts and informed artistic decisions? While the tools outlined in this research will evolve further, the resulting shifts in the definition of audience and the practice of engagement are permanent.