Evaluating Instagram Promotional Strategies of Live Music Venues in Oklahoma City

Abstract

Research has shown some event venues struggle with turning their online community into ticket sales. Social media promotion is a way to get people involved and convinced to buy tickets. The goal of this research is to investigate the use of Instagram to more efficiently promote and attract ticket sales for live music events. Due to companies’ inability to translate online interaction into sales, live music venues in Oklahoma City should use Instagram more efficiently to promote ticket sales for events. Researchers conducted a communications audit for Instagram accounts of four live music venues in Oklahoma City. The venues included in this audit are The Criterion, The Jones Assembly, The Blue Door and The Tower Theatre. The initial research showed some types of Instagram posts had a positive impact on sales by engaging online followers, while some types of post were not as successful.