Page 145 - AC/E Digital Culture Annual Report 2014

AC/E digital culture ANNUAL REPORT 2014the public’s experience. Crowdfunding and crowdsourcing call for special mention, as they have become ways to generate productions and audiences that have already come into existence, but which will continue to be refined in the future. To analyse the use of the new technologies to create a community in the performing arts, we have selected the following cases.SOCIAL MEDIA IN THE PERFORMING ARTS.The use of the social media is very widespread amongst performing arts centres and institutions throughout the world. We shall now see which are the most frequently-used and the particular uses that have been made of certain less commonplace social networking platforms, something that significantly broadens options for the future. So, we shall discuss here the ones that stand out for this reason, so that they may serves as examples for institutions that are deciding in which social media they are interested in having a presence.In the study “The Tangled Web: Social Media in the Arts”, carried out in 2011 for Theatre Bay Area (http://www.theatrebayarea.org/)—the theatres in the San Francisco Bay area—to analyse the social media habits of 207 cultural and artistic institutions, it was clear that all of them used at least one social network. The challenge now lies in how to take best advantage of them at these times of cutbacks to all budgets. With regard to the types of social media, it was found that Facebook, Twitter and YouTube were the most usual. On average, these institutions uploaded a total of 66 content items a month and received an average of 162 responses (mentions, “likes”, comments, etc.) for all their social networks.In this way, the uses of the social media in the performing arts can be divided into two groups:1st group: social media that are regarded as essential, where one must always have a presence. Facebook (the most common)Twitter (an average of four tweets a day)YouTube (on average one new video uploaded per week)AC/E2nd group: social media that are additional or optional but in which, depending on the profile, an institution may fit in with the characteristics of some specific social network.Vimeo, the alternative to YouTube: http:// vimeo.com/englishnationalopera, http://vimeo.com/ channels/operaInstagram: http://instagram.com/ englishnationalopera/#Flickr (used more as an archive than for social networking): http://www.flickr.com/photos/ komische-oper-berlin/, http://www.flickr.com/ photos/mataderomadrid/Google +: https:// plus.google.com/102988227450719931549/videos Pinterest: http://www.pinterest.com/glyndebourne/, http://www.pinterest.com/teatroallascala/Yelp: leisure search engine that includes the ratingsFOCUS 2014: THE USE OF NEW TECHNOLOGIES IN THE PERFORMING ARTS3.1 THE USE OF NEW TECHNOLOGIES TO CREATE A COMMUNITY CURRENT PAGE...FACEBOOK RANKING OF OPERA HOUSES145