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Social media strategy: who are your social media consumers?

Deutsches Symphonie-Orchester with its Music Director Robin Ticciati, Peter Adamik
How well do we know our social media followers and how inventive is our strategy to keep them engaged? How distinct is your approach whether you are on YouTube or TikTok, and when and why would the social-only consumer switch their identity and become a concertgoer? How ambiguous and mysterious is this relationship? By looking at the way a few selected organizations have their social media platforms and accounts structured, how they are managed and how community-building is positioned on the list of priorities, we will try to crack – partly at least – this secret.


Barbara Franck

Head of the Creative Lab, WDR (Germany)

Ewa Bogusz-Moore

General and Programme Director, Polish National Radio Symphony Orchestra in Katowice

Nicole Gerstenfeldt

Head of communication, NDR Ensembles, ARD/NDR (Germany)

Jonathan Murphy

Senior Project Manager, Audience Development, BBC Philharmonic (United Kingdom)