This is an interesting article about social media and other marketing and sales tools. It says there is not much success given that the return is a meager 2%. In the arts, I believe a 2% increase in revenue or a 2% increase in audience attendance is a good deal, especially when the up-front cost is minimal to nothing. Yes, it is true that social media is time consuming and that in small organizations it tends to exhaust your staff. Is it a great success, perhaps not great. However it helps move forward.
Applying this statement to arts organizations, "You may see a bigger bump in sales from something like Groupon--but only on a temporary basis," For arts organization this means that you have (hopefully) a lasting impact, and isn't this the purpose of art, a lasting impact?
http://www.fastcompany.com/1746838/facebook-places-foursquare-social-medias-tiny-2-impact-on-businesses?partner=homepage_newsletter
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