Increasingly, arts organizations are using social media and technology as an

effective means of engaging audiences. Facebook, Twitter, YouTube, Vimeo,

etc., are pervasive and necessary tools for connecting with younger audiences.
Regardless of their sophistication and expertise with technology, however,
many arts groups are still experimenting with how to best take advantage of
these tools to create interesting and effective engagement activities beyond
simply asking audiences to comment on a Facebook page

• Recording devices connected to social media allow for instantaneous

feedback that can fuel word of mouth and help facilitate critical conversation
about the art.
• Video “diaries” are a means of personalizing arts events, and can increase
long-term impact through the act of sharing one’s own experience in relation to
the art.
• On-site, interactive engagement not only creates a greater bond between
audience members and the organization, but also provides needed content to
enhance online and social media presence.
• Incorporating technology and social media into engagement programs can be
cost effective.

MAKING SENSE of AUDIENCE ENGAGEMENT — CASE STUDIES, P.58

[Talvez, pensar emu ma ação in loco para conduzir pessoas a participarem da dramaturgia
compartilhada]

“The Latino List Project,” an exhibition which opened in August 2011. In its
latest form, the program prompts both on-site and online visitors to reflect on
the role that cultural heritage has played in their life. This allows both visitors
and others in the community to contribute to the conversation at any time.
MAKING SENSE of AUDIENCE ENGAGEMENT — CASE STUDIES, P.60

• Asking audiences for feedback on a work in progress helps develop a deeper

understanding and appreciation of the art form and the creative process.

• Co-creative engagement encourages critical dialogue between audiences and

artists, creating a shared learning experience.

• Engagement can happen on multiple platforms, but is always a conversation

focused on the work itself.

• When audiences become an essential part of the process, their investment of

time and energy yields stronger connections with the individual artist(s), the
work, and the organization, some of which may last a lifetime.
MAKING SENSE of AUDIENCE ENGAGEMENT — CASE STUDIES, P.68