Uber-arts manager Michael Kaiser (he runs the Kennedy Center, after all) puts his finger on it:
It is not the nature of marketing that attracts any segment of an audience but the work itself. Of course we must use marketing techniques that reach the audience we hope to attract, but simply putting something on Facebook does not guarantee that younger people will come.Yes. Dear theatre companies--stop pressuring me to join your Facebook page. I know you all need friends. But who wants to be friends with a marketing department.
And, by the way, you can now follow The Playgoer on...Facebook!
Can't beat 'em, join 'em, I guess...