There were recently two New York Times articles that revolved around the social media device called Twitter.The first involved Next to Normal, a new Broadway Musical, that was nominated this year for 11 Tony nominations. I mocked their Twitter efforts saying it was “too much for me to follow” because they told the whole play through different character’s thoughts for a month. Well, I guess I was wrong @n2nbroadway (the Next to Normal twitter account name) now has over 566,000 followers and while you may ask if that turns into sales. It does. They have found through twitter that people have bought tickets because of twitter. Some people were unsure about the issues Next to Normal raised. When they heard the story told through Twitter they were sold. Even if they just sold tickets to .5 percent of their follows that would mean over 2,000 tickets. Not bad for free marketing.
When you think about it Twitter is not free. The site is but the time it takes to write the thoughts of the characters and strategically market this took hours upon hours of people’s time. And how do we measure the success of a Twitter marketing campaign?
Either the numbers are way off or Next to Normal is a brilliant marketer with Twitter. When I looked at other Broadway Twitter accounts no one even comes close to the number of followers. Hair has less than 5,000 and Rock of Ages has just over 5,000. Hmmm. How could Next to Normal have so many. I went through the first couple of pages to see if they were bots maybe? Nope. They all seem to be legit accounts. In fact since I have started writing this posting they have gained 30 more followers.
What will they do next to keep their followers?
To read the New York Times article click here.
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