Canada’s oldest university-run theatre company Sock ‘n’ Buskin has been continuously facing financial problems, and this can be prevented.
A company as culturally valuable as Sock ‘n’ Buskin should not be forced to permanently close the curtain when there are myriad ways of gaining support through social media advertising and marketing.
Although it may sound complex, the process is really not.
Recently, the Mayfair Theatre started an account with online fundraising platform Indiegogo, a method also known as “crowdfunding.” Donors were able to submit funds, and the Mayfair personally thanked donors for their support via Twitter.
It is also not difficult to find a volunteer social media manager who can run a Twitter account and keep it active, interact with followers, and operate a Facebook account that reminds subscribers about events and news, even if there isn’t anything happening.
In order to stay relevant and survive, Sock ‘n’ Buskin must stay up to date with technology, one of the most important aspects of running a business in today’s convoluted Twittersphere and blogosphere.
Artistic co-director Geoff Burnside claims that the company feels caught between publicizing their problem, as they are students and time is limited. But they must remember that in order to keep the tradition and legacy of such an important cultural institution, time must be put in to stay afloat.
Even with yearly rotating leadership, social media managing must be a priority amongst the duties of the board of directors and artistic directors of Sock ‘n’ Buskin. It should be outlined in the job descriptions, whether they are volunteer positions or not.
