HomeMy WebLinkAbout9/10/2015 - City Arts Commission - 05 Staff Report Importance of Social Media___________________________________________________________________________________
RECOMMENDATION:
Staff recommends that the City Arts Commission increase its usage of social media platforms as a
marketing tool for cultural events sponsored by the City of Newport Beach.
DISCUSSION:
The City Arts Commission currently maintains accounts on three social media platforms: Facebook,
Twitter and Instagram. Each of these is a valuable—and free, or relatively inexpensive – tool for
promoting the various cultural arts events organized by the Commission and presented throughout the
City of Newport Beach. However, they are underutilized and, at times, posts are outdated.
Social media is a valuable tool to create brand recognition and increase visibility. In order to take
advantage of the benefits and reach a larger target audience, it is vital that these platforms be
maintained and updated on a regular basis. In this way, their full potential can be exploited and resulting
in a reliable source for disseminating information to the community.
Furthermore, by integrating the use of tags during public events, attendees can feel directly involved
and connected beyond the role of spectator and can interact with other community members by sharing
their images and comments. These tags do not only reach those in attendance, but also people at large
who follow them, creating a multiplying effect that increases traffic. Additionally, interacting with
customers via social media creates a “humanizing element”, which creates more opportunities for these
customers to convert.
The average cost of social media marketing ranges from $0 – if only increasing the frequency of posts
and updates – to a controllable amount, if using promotional ads, which are budget-based. The business
determines a budget for each ad and the duration of its run. Based on the platform, the ad will stop
running when either the budget is met or the end date has been reached.
ATTACHMENT A: Forbes Contributor article “The Top 10 Benefits of Social Marketing” by Jayson DeMers
NOTICING:
This agenda item has been noticed according to the Brown Act (72 hours in advance of the meeting at
which the City Arts Commission considers the item).
TO: CITY ARTS COMMISSION
FROM: Tim Hetherton, Library Services Director
949-717-3810, thetherton@newportbeachca.gov
PREPARED BY: Francine Jacome, Administrative Support Technician
TITLE: Importance of Social Media marketing