Barnaby’s digital drama: A cautionary tale

Honestly, running a theatre is a whirlwind of creativity and chaos, isn’t it? But the real behind-the-curtain anxiety kicked in when we plunged headfirst into the social media scrum. I fondly (and slightly fearfully) recall thinking a casual post here and there would suffice. Oh, naive, foolish Barnaby! It turns out cultivating an online presence is a whole production in itself. We’ve certainly seen our share of social media mistakes for our theatre!

Take, for instance, the time an eager volunteer live-tweeted the entire plot of our mystery play during the dress rehearsal.

And the less said about the animated GIF of our artistic director doing a questionable dance that went viral, the better.

It’s a jungle out there! But take heart, fellow digital stage managers, for I’m here to share some lessons learned in the trenches (including a few social media mistakes and near-disasters of my own) on what absolutely not to do.

The social media naughty list: Errors to avoid

So, what are the ultimate ‘No–Nos’ of theatre social media? Gather ’round, and let’s dim the lights on these common calamities:

• Ghosting your followers: disappearing for weeks only to reappear with a flurry of posts is a sure-fire way to become irrelevant. Think of your social media as an ongoing performance, not an intermission;
• Ignoring the stalls: social media is a two-way street, not a monologue. Failing to respond to comments, questions, or feedback makes your audience feel unheard;
• Shouting “buy, buy, buy!”: nobody enjoys a relentless sales pitch. Constantly pushing ticket sales without offering engaging content is a quick route to losing followers;
• Throwing tantrums online: getting into public arguments in the comments section is unprofessional and can damage your theatre’s reputation faster than collapsing scenery;
• One-size-fits-all posting: treating every platform identically is a rookie mistake. What resonates on X (formerly Twitter) might not work on Instagram. And TikTok has its own rhythm; understand each platform’s unique quirks.

Why these blunders matter: The impact on your online act

These aren’t just minor venue social media fails; they can genuinely affect your theatre’s success. An inconsistent online presence can lead to a drop in engagement, making it harder to connect with potential audience members. Ignoring your followers can create a sense of detachment and make your theatre seem unapproachable. Overly promotional content can lead to follower fatigue, causing them to scroll past your updates. And engaging in online spats? Well, that’s simply bad for business. It can harm your reputation and deter people from wanting to support your venue. Ultimately, these social media mistakes for theatres can result in empty seats and a silent box office if you don’t take action to resolve them.

Backstage whispers: Lessons from others’ online “oops” moments and social media mistakes

We’re certainly not alone in navigating the sometimes-treacherous waters of the digital world. I’ve heard tales (entirely anonymised, of course!) of other theatres that have stumbled with social media faux pas. There was the venue that scheduled a Facebook ticket promotion for 3am on a Sunday morning — talk about a social media gaff! And the company that used pixelated, poorly lit photos of their stunning costumes on Instagram, completely failing to capture their beauty. Then there was the director who got embroiled in a lengthy online debate about their interpretation of a classic play (on the theatre’s Twitter profile), turning a difference of opinion into a public relations crisis.

These examples serve as valuable lessons, highlighting how easily things can go wrong if you’re not careful with your online strategy. It’s all part of the ongoing learning process in this ever-evolving digital age.

A wiser Barnaby takes the stage: Navigating the digital spotlight

So, where does this leave us? Hopefully, a little wiser, a touch more cautious, and definitely more aware of the digital stage we’re performing on. Social media, when used effectively, is a powerful tool for connecting with our audience, generating excitement for our productions, and building a strong sense of community. But it demands attention, consistency, and a genuine desire to engage. We’ve learned that listening is just as crucial as broadcasting, and that a dash of humour can often smooth over any accidental social media stumbles. The key is to approach your online presence with the same dedication and attention to detail that you bring to your theatrical productions. After all, in today’s world, your social media is often the first act people experience; so let’s make sure it’s a showstopper.

Further reading

Essential strategies for a theatre website: The ultimate guide to building a buzz

Social media gold: Using social media for comedy promotion