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Demanding Personal Interaction (I)

June 16, 2009

Patrons will demand more technological personal interaction and meaningful content in their communication with theaters.

We now live in an age of connectivity, and the internet is a key player in that regard. Never before have people had the opportunity to receive information from so many sources, so quickly, and in virtually any place. Social Networking has taken advantage of this new technology and has enabled individuals to connect and take advantage of technology in new, ever changing ways. Organizations of every kind had started to see the potential and popularity of these services and have begun to try to use them. As we have seen, many early attempts for organizations to use social networking were not terribly successful, mainly because they did not understand how to communicate using this different medium.

Just as communication over the telephone is different than how you write a letter, communication over different Social Networking platforms must also be distinctive. Organizations must always remember that this kind of communication is much more like a personal conversation. This means that what worked in a fundraising letter that you mailed to your constituents five years ago cannot just be posted online today. People who are using Social Networking have become accustomed to responding like we do in a personal conversation. If you were to read your fundraising letter out loud to someone in a conversation over dinner, they would think you were quite odd. This is true for old institutional language on the internet also. When connecting via Social Networking platforms, the message must be tailored to the audience and the platform and must be designed to enable a conversation. Patrons are looking to be engaged in dialogue, so organizations must be prepared. All the research has pointed to this, that the conversation is most important.

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