Conventional Wisdom Is An Oxymoron

According to an article by Zoe Fox in the 8/8/2013 edition of Mashable.com (h/t Ceci Dadisman), they may not have been the plankowner generation for social media but the over 65 demographic is now the fastest growing group to embrace it. This new data could indicate major shifts in arts marketing assumptions for an audience that conventional wisdom (there it is again) likes to point out is grayer than ever.

ADAPTISTRATION-GUY-076The over 65 group routinely shoehorned as luddites and as a result, tend to receive the least amount of attention when it comes to digital arts marketing efforts but this new data, compiled by the Pew Research Center, clearly demonstrates that this group may catch up to current averages for all social media users within the next few years.

And when you take the typical season planning schedule into consideration, it means orchestras have about 14 months to incorporate it into their strategic marketing plans if they want to stay with the curve.

So what are you waiting for sonny; gammy and pop-pop are on FaceTweeting, why aren’t you reaching out to them? #whippersnapper

[ilink url=”http://www.pewinternet.org/Reports/2013/social-networking-sites/Findings.aspx” style=”note”]Read the Pew Research Center Report: 72% of Online Adults are Social Networking Site Users[/ilink]

About Drew McManus

"I hear that every time you show up to work with an orchestra, people get fired." Those were the first words out of an executive's mouth after her board chair introduced us. That executive is now a dear colleague and friend but the day that consulting contract began with her orchestra, she was convinced I was a hatchet-man brought in by the board to clean house.

I understand where the trepidation comes from as a great deal of my consulting and technology provider work for arts organizations involves due diligence, separating fact from fiction, interpreting spin, as well as performance review and oversight. So yes, sometimes that work results in one or two individuals "aggressively embracing career change" but far more often than not, it reinforces and clarifies exactly what works and why.

In short, it doesn't matter if you know where all the bodies are buried if you can't keep your own clients out of the ground, and I'm fortunate enough to say that for more than 15 years, I've done exactly that for groups of all budget size from Qatar to Kathmandu.

For fun, I write a daily blog about the orchestra business, provide a platform for arts insiders to speak their mind, keep track of what people in this business get paid, help write a satirical cartoon about orchestra life, hack the arts, and love a good coffee drink.

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