Capstone [case study: Yerba Buena Center for the Arts]
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Authors
Stieren, Elise
Issue Date
2012
Type
Capstone
Language
en
Keywords
Business administration
Alternative Title
Abstract
The moderate approach to increasing interest in YBCA's niche-art involves creating and implementing a social media strategy. A social media strategy or social media plan is the preferred choice for resolving challenges encountered with broadening and fostering community engagement. Presently YBCA engages in a few social media applications, including Facebook, Twitter, YouTube and Flickr pages, but they are underutilized with little cohesion. In YBCA's draft strategy plan Guide for a Creative and Sustainable Future, the desire is expressed to "develop an integrated approach to digital media and social networking and its role as a communication tool for YBCA" and pursue "a viral approach to audience development" (See Attachment "D"). With implementation of a social media plan, however, the institution hopes to preserve the idea that YBCA website serve as the "mothership" or rather anchor for programming activities. Taking it one step further, this action plan proposes using the YBCA website as a launch-pad for all social media activities.