For Twitter to work, it has to be a two-way exchange and that requires thought, energy and time.
“If arts companies want to attract new audiences, they have to jump in and chat about the minutiae of what’s going on,” says Fee Plumley, the digital programs officer at the Australia Council for the Arts. “Audiences are not just interested in a celebrity on stage. They really want to know how the show works, how the set was made, how it was cast, who’s doing the lighting and what goes wrong sometimes.
”The minutiae is often the most interesting stuff. It’s a mistake to think of Twitter as a marketing tool. It has to be a conversation.”