Social media. Spending most of your time trying to find people even mildly interested in what you’re doing, and helping them feel involved (all the talk about voice and content? Just bringing it back to *being a person*.) If you haven’t realised that you need the mindset of a community builder, you’re not trying hard enough.
Now imagine you’re a theatre that’s putting on a Schiller play. Rare in Britain, huge in Germany. There’s a German in London (hello!) who’s *really* into Schiller. Oh look, she’s *really* interested. She tweets about your play several times, she writes a blog post about it, she writes you emails, she writes emails to TasteTheatre when nothing comes back (sure, the Donmar is a small theatre, they’re probably too busy) she finds out who runs your “PUBLICITY” for this, she writes to that person, she tweets that person.
To get this.
I’m on holiday this week, so not been on Twitter.
I’m currently fully booked for Luise Miller, but very happy to add you to our waiting list and will let you know if we get something back.
If you have any queries, give me a shout.
I’m disappointed. I would have loved to see the play, and I’m having a reach that could have covered thousands of people right in your target audience. How can you not care? Why are you on twitter, why do you hire publicists who have a completely old media mindset?
And for everyone else – think about community building. Make people feel valued, that’s all that matters. You’ll get your ROI, guaranteed.