Date of Award
Spring 5-16-2019
Degree Type
Thesis
Degree Name
MA Public Relations
Department
Communication and the Arts
Advisor
Kristen Koehler, Ed.D.
Committee Member
Ruth Tsuria, Ph.D.
Committee Member
Renee Robinson, Ph.D.
Keywords
nonprofit performing arts centers, public relations, social media, engagement Information-Community-Action, engagement
Abstract
With the NEA in jeopardy under President Donald Trump, nonprofit performing arts centers need to connect with potential donors now more than ever. Yet little research has been done into how venues should accomplish this. This project attempted to remedy that by analyzing what types of messages six nonprofit performing arts centers in the New York metropolitan area posted on Facebook and Twitter over a one-week period and which kinds of messages online audiences engaged with the most. Using the results, the study proposed seven recommendations public relations staff members can use to enhance their social media efforts and build strong relationships with patrons.
Recommended Citation
Quinn, Sean, "Posting Straight from the Art: An Analysis of How Nonprofit Performing Arts Centers Use Social Media to Engage Audiences" (2019). Seton Hall University Dissertations and Theses (ETDs). 2679.
https://scholarship.shu.edu/dissertations/2679
