Like, Share, and Retweet: Exploring the Effects of Social Media on Broadway

This study aims to identify and describe best practices and strategies for social media use on Broadway. A review of the existing literature highlighted that although there is data on both social media and Broadway marketing, there are gaps in research on the overlap between these two concepts. After analyzing literature and case studies and interviewing professionals in the Broadway social media field, it was revealed that digital content should be diversified across social platforms, stay true to the nature of the show, be accessible and inclusive for all audiences, encourage fan interaction, and feel personal to each follower. By adhering to these guidelines, Broadway social media managers will have the highest chance of success to market their product, expand their audience base, and bolster a sense of community online.