1 - Samuely Bezerra Barbosa Laurentino UNIVERSIDADE DE SÃO PAULO (USP) - Faculdade de Economia, Administração e Contabilidade
2 - KAVITA MIADAIRA HAMZA Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo - FEA - Administração
3 - Edson Crescitelli Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo - FEA - Adm
Reumo
The main objectives of an arts organization, besides its raison d'être which is to make art, are long-term recognition and survival. To maintain relevance, especially in a globalized context and with a variety of entertainment options available, it is necessary to attract new audiences and maintain frequent viewers. These activities are challenges that demand strategies which makes marketing necessary, especially for the arts with less commercial appeals.
Dance companies tend to be public ones, created by law, also called official companies; the semi-private and the private, as well as independent companies and artists, among other configurations. The dependency on sponsorship and other issues, such as the lack of public policies for dance, are some of the difficulties companies face just to exist. Some of the difficulties that can be assisted by the practice of marketing and communication are the creation of a relationship with the public and the development of new audiences.
The purpose of the study, therefore, will be to investigate how dance organizations can exploit the resources of social media in their marketing activities. In order to achieve these goals, a brief review of marketing in the arts and social media will be presented. Following the methodological path of netnography (Kozinets, 2002), the paper presents an exploratory study, empirically analyzing 4 dance companies activities on Facebook and Instagram from August to November 2017.
Finally, the discussions will be presented with propositions for the management of the companies, what types of content generate the most awareness and engagement, in addition to suggestions for future research.
The activities on the social media are still too focused on mere online presence, which does not fully integrate the objectives of engagement and comprehension with the audience. If not used to the full potential, social media not only does not help achieve these goals but expresses an idea of poor organization, like lack of information. According to results, there can be observed that, especially for the Brazilian companies, there is not much evidence of the social networks are being used with awareness and engagement purposes.
Despite that, arguably in the American companies’ pages, there is higher engagement with visual cues, educational and personal contents, as well as frequency and posts that request a prominent involvement with the followers and fans. Thus, there is evidence that engagement and awareness increase with the use of visual cues and content that requires higher participation with the consumers.