Social Media

Today, we understand social media as web-based communication platforms that allows users to interact, share, and receive information. Facebook, Twitter, and Instagram, YouTube, Reddit, Pinterest, LinkedIn, Vine, Flickr, Spotify, and even Tinder can all be considered social media platforms.
These platforms are SOCIAL so the content that you’re posting should be social as well. Avoid simply broadcasting information, but encourage engagement with your content. How can you invite members of your online community to like, comment, share, and interact with you and others around your online presence? Can you ask questions? Encourage discussion? Incentivize engagement? All of these are important to keep in mind while creating and planning your social media content.

Who are you getting social with?

Before you dive into creating and posting content on your social media sites, you need to know who you are trying to reach!
Who is your target audience? How old are they? Where do they live? What do they like? What are their priorities? And where do they hang out online?

Be as specific as possible. This may mean that your target audience is a little bit smaller, but it’s better to have fewer, more committed followers than many less committed followers.

Once you know who you are trying to reach, you need to think about what they are looking for. Social media is widely considered a place where we craft stories about ourselves. How do you fit into that? If someone from your target audience shared some of your content or went to see your show, how would that help them craft their story? How does your company or production add value to their lives? How does it affirm their values? All this may seem like a lot of thought put in just for someone to click through to your ticketing link, but as Seth Godin writes in his book Tribes, “Marketing is no longer about the stuff you make, but the stories you tell.”

Once you take all of that into account, you’ll want to think about how that affects the way you talk about your company or show. What kind of language are you using? Is it formal, playful, aggressive, silly? How do other people talk about you and your work? How can all of this bridge the gap between your show, company, or event and your online audience?

What kind of things should I be posting?

Be creative. You are, after all, an Artist/Producer. Apply the same creativity to your online content. Look at what the companies you admire do with their social media and think about what works and what doesn’t. A few examples:

  • Host a caption contest for free tickets to your show
  • Have a member of your team take over your social media account for a day
  • Shout-out other organizations. Wish other shows happy opening or publicly thank the coffee shop you’ve been meeting at – don’t forget to tag them!
  • Create a GIF of that funny thing that happened in rehearsal


Check out this four part series of youtube videos by Keshia and Annie at Generator on Producing Social Media! You can find the introduction video below: 



Platforms and How to Use Them

There are new social media platforms coming out all the time. YouTube or Vimeo are video-centric, Pinterest is great for the highly visual, product-centric content, SnapChat appeals to a younger crowd, and LinkedIn serves the professionals. The best bet is to think critically about who you’re trying to reach and how, and determine which platform(s) you’d like to use. Below are a few of the most popular social networking sites and the best ways to use them.

PRO TIP: Be realistic with your goals. How many platforms can you realistically manage while producing your show? It’s better to post consistently on one platform than inconsistently on many.

USERNAMES: There are different implications for changing usernames on each platform. In general, try to create your accounts under a more permanent name (usually the company or collective) than the show name. This will help you retain followers as you move from project to project, rather than having to start up new show-specific accounts every time. 

PINNED TWEETS: Facebook and Twitter both allow you to "pin" posts to the top of your page. This can be a great way to provide the basic information about your upcoming project (like show dates, times, pricing) in an easy-to-refer-back-to place. 


A platform for broadcasting “tweets”, short messages up to 280 characters long. Tweets can contain images, video, hyperlinks or text but must stay within the character cap. This challenges you to keep your content clear and concise. Twitter can be accessed through the Twitter app or from your laptop/desktop.

Best ForWhat's Free?What Costs?What Works?What Doesn't Work?
"a-la-minute updates" -telling your followers and the public what is happening in the momentCreating an account and posting with Twitter is all freeYou can pay to increase the visibility of your tweets to a targeted audienceHashtags are searchable on Twitter, so you can increase the public visibility of your tweet by using the keywords or hashtags that your target audience is searching for
Some people say that your tweet loses its value about 20 minutes after its last "interaction

The "Punch Line" – impactful and concise copy
 You can set your budget, choose how long your campaign will run for, select which tweet(s) you want to campaign with and determine your targeted audience by specifying their age, gender, location, and intereststag other companies using their handles (Example: @username, @GeneratorTO) in your tweet 
   Retweet others’ tweets if you think your followers will find it interesting, or try adding a comment to start a conversation 
   Posting at peak hours - 9am and 3pm Monday through Thursday 




A general-interest social media platform that allows users to connect in a variety of ways from posting text updates, pictures, and links to joining common-interest groups, to live streaming video, or messaging in real-time. A Facebook Page (rather than a personal public profile) can be a great way to represent your show or company.

Best ForWhat's Free?What Costs?What Works?What Doesn't Work?
Engaging with your already established audienceIt’s free to create a Page and post on FacebookFacebook allows you to pay to increase the visibility and engagement of your postsPosts with video tend to have high engagement, especially those that are uploaded directly to Facebook (rather than linking to YouTube or Vimeo)
Facebook is not a great place to find new followers
Text, photo, video, and links are all fair game and there is no limit to the length of any postYou can post, comment, and like content as your Business Page and even stream video in real-time using Facebook LiveThere’s a range of complexities of Facebook advertising, from ‘Boosting’ posts to creating ‘Campaigns'Best times to post to Facebook are during the week (between 9am and 7pm) 
Engaging special interest ‘Groups’ (Example: Bunz Theatre Zone Toronto) You have the capability to choose your objective, budget, timeline and target audienceConnect with others by tagging individuals or other Pages in your pictures or text comments 
Creating an ‘Event’  Enabling posting by others on your events is a great place for audiences to share reviews or testimonials 
Analytics - Facebook provides  data on how many people engaged with or without the help of your ad dollars    

.PRO TIPS: Posts with an image do better than those without - if you're trying to upload a link that isn't automatically generating a preview image, try using the Facebook Sharing Debugger. And if you're having issues tagging another Facebook page in your post, use the page URL to help you: e.g. if you're trying to tag Generator, and the Generator page URL is facebook.com/GeneratorTO, tag @GeneratorTO.


A platform for sharing photos and videos. While your Instagram feed can be viewed from your computer, you can only post using the Instagram app on a mobile device. You can include a caption with your photos and videos, and unlike Twitter, there is no limit to how long your text is.

Best ForWhat's Free?What Costs?What Works?What Doesn't Work?
Connecting with creatives and artists due to its visual natureIt is free to create an account and post on InstagramPromoting postsColourful, high-quality photos get the most engagementIt can be tricky to gain traffic to an external website or ticket sales hub on Instagram because links in post captions aren’t clickable
Hashtags - There is no limit on caption length so you can include as many hashtags as you’d likeYou can take pictures from within the app or upload from your phone’s photo libraryStory Ads, Sponsored Ads in Instagram Feed (photo, video, and carousel ads to name a few)Instagram generally sees the most action outside of work hours (before 9am and after 5pm), when people are enjoying their leisure timeVideos over a minute cannot be uploaded to Instagram feed or stories (but can be uploaded via IGTV)
Uploading a large volume of short term content - Instagram Stories are a feature that allows you to add multiple photos and 10 second videos to appear in a slideshow-like format that will disappear after 24 hours.  Include a clickable link on your profile page, and direct your followers to “follow link in bio” when you post 

Featuring content on your profile using Highlights (highlighted stories)
  Hashtags are searchable, so including these can help you reach an audience beyond your existing followers 

Long-form, vertical videos via IGTV -  a platform for vertical videos up to an hour long that links to your Instagram account
  Put hashtags down to the bottom of a caption to avoid the text-clutter that may distract from your photo (one way to do this is by using "." to separate lines) 

Going live via Instagram Live.
  Tagging others in your photos or in your captions or comments 



A platform for sharing videos. Your Channel acts as a gallery and archive for all of your video content. You can also use Playlists to curate content (including videos uploaded by other YouTube users). 

Best ForWhat's Free?What Costs?What Works?
Trailers, artist interviews, spotlights, vlogs and fundraising campaign videosIt is free to create an account and post on YouTube Colourful, high-quality videos under 2 minutes get the most engagement
Vlogs in ASL  
Use the recommended video pop-ups at the end of your videos to promote other content, and direct your followers to “subscribe” when you post
Closed Captions - adding and editing CC is relatively straightforward  Concise, engaging content. Creating a script or storyboard can help you get the most of your screen time
Longer videos. By default, you can upload videos that are up to 15 minutes long. Verified accounts can upload videos longer than 15 minutes.  Hashtags and locations are searchable, so including these can help you reach an audience beyond your existing followers
Playlists that feature your own content alongside videos by other artists   



The best way to reach Deaf audiences is by creating a ASL vlog promoting your show. This is a way for Deaf audiences to learn and get excited about a performance in their own language. Deaf Spectrum provides this service, but be sure to contact them early, as these things take time! Vlogs can be hosted on Facebook, Instagram or YouTube.


Creating and Programming Social Media

Although it can seem like a lot of social media is happening in real time, planning your social media content is not only possible but important to maintaining consistency (and your sanity). Here are a few social media tools that we find extremely useful:


Hootsuite allows you to manage your presence from all major social networks like Facebook, Instagram, Twitter, LinkedIn, and YouTube from one dashboard. Hootsuite is free for one user with up to three social profiles. You can schedule up to 30 posts under the free plan, and save unlimited drafts beyond that. Hootsuite also offers 50% off on all of their plans for nonprofits if you need something a little more robust. Hootsuite allows you to pre-program alt-text on your posts for Twitter. At the moment it does offer that feature for Instagram or Facebook - which means you have to go back and add the alt-text in those specific apps, after the post has been published.
A screengrab of Generator's Hootsuite Planner, showing a week's worth of different content programmed to go out on different days across various platforms


Canva is a user-friendly tool for creating graphics and designs for pretty much anything. You can access a huge library of customizable templates to start, and from there, you can drag and drop icons, images and graphics to create your own web and print media design and graphics. There is a free version of Canva, and the Canva for Work Program is $12.95/month. Check out their rates and features here. Canva offers its premium version for free to registered nonprofits.

A screengrab of Canva being used to create an instagram graphic, showing the platform and editing features on the side panel.


If your visual brand is really important, UNUM is an excellent design platform and all-in-one app for visual planning, data-driven insights and publishing capabilities for digital content. It's free to use and is great for laying out your Instagram posts in advance for maximum colour coordination or campaign planning.


Linktree is a tool that allows you to direct users to multiple destinations through your bio link on Instagram. You simply paste in new URLs to the platform as needed, then drag and drop the links to reorder them. It's a great way to have links to fundraising campaigns, calls for submissions and articles without replacing your company website in the bio.
Screengrab of the linktree pop up from a mobile phone, listing Generator's numerous click-through links on their instagram profile

In-App Scheduling and Planning

Facebook and Twitter both have capacities to schedule your posts. Unfortunately, you can not schedule Instagram posts within the apps, but this is possible with some online tools (like Hootsuite and Agora) that can help you manage your content across the platforms, occasionally for a small fee. Scheduling reminders to post in your phone can be helpful, and when all else fails, a simple spreadsheet for yourself with dates and content will help you stay on track.

Social Media Templates

Hootsuite put together a great list of 9 Social Media Templates to Save You Hours of Work on their blog. There’s one for every stage of your social marketing journey—from planning and creating content, to publishing posts and measuring results.

Things to Consider


Should you invest in boosted posts or social media ads? There is no definitive answer as to whether or not your social media advertising dollars equate to more people at your show. But they can help your content be seen by more eyes and can sometimes be more cost-effective than printing postcards and posters. If you’re hesitant about advertising, try investing a few dollars to boost a post. Facebook, Instagram, and Twitter will all provide you data about how many people saw that ad, what percentage of people saw it because you paid, and how many people clicked through.

PRO TIP: Even if you don’t advertise, save your analytics data across your platforms. Saving this data is helpful in many ways – it lets you see what kinds of things you’re posting on your social media that are working and what isn’t. And it can be helpful when talking to funders about your influence and how you can help them reach your audience.

Tracking your analytics

Tracking your analytics/insights are helpful way to see what kind of reach your posts are having. They can help you identify trends to better engage with your audience over time, and they can also be useful when talking to funders about your influence and your connection to audience. For example, you may use social media reach numbers as a way to illustrate brand visibility benefits to a potential sponsor.

If you are set up as a business acount on Instagram, Facebook, Twitter, or YouTube, you can access your insights very easily. 

View optionslast 7 days or last 28 dayslast 7 days or last 30 dayscustomizable: set a date range of your choice
customizable: set a date range of your choice
Metricsactions on page, new page likes, page recommendations, new followers, page views, post reach, post engagement, page previews, story reach, video viewsaccounts reached, impressions, profile visits, website taps, top posts, top stories, likes, comments, saves, sharesengagement rate, link clicks, retweets, likes, replies, top tweets, impressionsimpressions, impressions click-through rate, views, unique viewers, watch time, average view duration, average views per viewer, new subscribers, top videos

*very robust analytics as they are captured through Google Analytics
How to access'Insights' via your business page'Insights' via your business page'Analytics' via the 'More Options' menu on your business page'Analytics' via the 'YouTube Studio' menu on your channel

Note: this table is accurate as of January 15, 2021. These platforms change what they measure, and how to access the measurements, quite often.

Facebook and Instagram automatically show you the percentage change in each metric compared to the previous period. However, they make it difficult to directly access data that's more than a month old, so you might find it useful to set a monthly reminder to capture it so you can track your insights over time. It's also useful to keep a note of your total followers over time as those totals are not captured in the analytics offered by the platforms above.

We recommend tracking your social media analytics alongside your Website Analytics, as they often interact with one another and together tell a clearer story about how you're reaching people over time. 

Sample Twitter Analytics   November 2020  

Sample snapshot of monthly Twitter analytics.

Short answer: No. Different platforms require different types of content. Sharing the same content across different platforms won’t serve you well, and your followers may become bored from seeing the same things multiple times. To avoid distilling the value of your content, post things that are specific to that platform.


Capitalizing each word in a hashtag ensures screen-readers can parse the words correctly for sight-impaired users. #AccessibilityForTheWin!
Some popular hashtags we use often include: #TheaTO #CdnCult #TorontoEvents

Creating a show-specific hashtag? Think about the future life of the show and where it's playing - if it's at a festival, maybe you can include that: e.g. #ShowNSTF (Next Stage Theatre Festival) or #ShowSW (SummerWorks). Otherwise, in Toronto adding "TO" to the end of a show name or a shortened version of the name is a frequent hashtag strategy: e.g. #ShowTO.


What is the alt-text for? W3 describes it very well, but in brief, the alt attribute is defined in a set of tags (namely, img, area and optionally for input and applet) to allow you to provide a text equivalent for the object. In other words, alt text describes the function of each visual for screen-readers. This makes the visual content in your posts accessible to blind and low-vision users!

There is an excellent Guide to the Alt-Text Field by Phase2 that explains how to best use Alt Text for your photos, logos and designs. Click through to find out more about making your website and documents accessible.


Click to download:
Analytics Tracking Template* (preview below)
*If the automatic download does not work, try right-clicking the link and opening it in a new tab.


Further Resources

Check out this free pdf download on Content Marketing for Non-Profit Arts Organizations by Paul Gravett Consulting on how to grow your audiences when you aren't marketing for a show. He also has a Direct Marketing for Arts Organizations PDF with 33 time-tested marketing techniques that will keep you on track and get your box office phone ringing.



Created by admin. Last Modification: Monday January 18, 2021 18:33:18 EST by kpalm.