Orchestras and New Media: Introduction

“57. Smart companies will get out of the way and help the inevitable to happen sooner.”

That’s thesis number 57 from the Cluetrain Manifesto. Orchestras, just like hundreds of other commercial and non-profit organizations around the country, have been generally slow or reluctant to adapt to the changing media landscape. New media is not a fad anymore and although Web sites such as Facebook and Myspace are likely to fade away when something newer and flashier comes along, the changes in communication are here to stay.

So what’s an orchestra to do? In the following series of posts, I will try to describe the environment and outline the strategies, tactics and tools you need to put together a new media communication plan. Topics will include but are not limited to:

• The Changing Print Environment and the New Media Revolution
• An (incomplete) SWOT Analysis
• Measuring Results
• Weblogs (Part 1) (Part 2)
• Social Network Services
• Wikis
• Social Music Services
• Virtual Worlds: Second Life
• Content Communities, Social Bookmarking and Tagging
• Other New Media Tools
• Online Media Room

The objective is a living document that is specifically designed for orchestras, but can be used by other non-profit and even commercial organizations; a living document that can and will be edited through reader feedback, in the spirit of social media, and will serve as a starting point for a conversation about the role of new media within orchestral organizations.

Let me make clear that I am by no means an expert on online communication and new media; I am just passionate about the possibilities. There are very few, if any, experts in this new field and be weary of anyone who claims to have foolproof solutions. What follows here are merely my own observations and I am open to any disagreement, agreement and discussion.

So, for any feedback, comments or suggestions, or if I have made any errors, missed any credits or anything else, just leave a comment on my blog or send an e-mail to dutchperspective (at) mcmvanbree.com

Watch for posts in the “special: orchestras and new media” category in the coming days and weeks. Note: this page will be updated with links to the abovementioned topics.