Social media promotion for classical music events held in Malta

Abstract

This dissertation proposes to examine social media promotion for classical music events held in Malta. Musical performances in Malta are now very common and the public is often informed of their existence by means of social media platforms. Interviews were carried out with three organisations: Teatru Manoel, Teatru Salesjan and The Malta Philharmonic Orchestra in order to understand the tactics used for promoting classical music events in Malta and how and why they use social media in the process. A questionnaire was sent out to the general public in order to analyse the intentions of the public towards the promotion of classical music events in Malta. Summarily, the results suggest that the interviewed organisations do consider the use of social media as a prominent tool to promote their events notwithstanding the fact that they also use traditional marketing tools in order to reach a wider audience. Results from the questionnaire suggest that today most people use social media to identify details of these events, however word of mouth, particularly amongst family and friends has proven to have a more established popularity.