| This thesis identifies how symphony orchestras in Chicago, St. Louis, and Peoria are using social media tools to connect with the public. The grounded theory was used to gather data. Primary data was collected through interviews and documentary data to obtain the following information: how orchestras make the decision to utilize social media tools and how to measure their success, the role of budget, the role of staff, constituent age and technology usage, constituent feedback, and the future of social media tools. Surveys were administered to adults currently or formerly living in or near the three metropolitan areas to examine the correlation between age and social media familiarity among symphony-goers and classical music fans. Research suggests that successful social media tools will result in a higher number of younger patrons at orchestra concerts. Finally, this study fills a gap in literature relating to the specific topic of symphony orchestras and social media tools and provides suggestions for future research. |
