Let’s be honest: we’ve all lost hours to the social calendar. Mapping posts two weeks out, tweaking captions in three tones, optimizing for engagement like it’s an Olympic sport. But here’s the thing—social isn’t just a distribution channel. It’s our stage.

In a recent conversation with the brilliant Stephanie Sciandra Smith, VP of Creative, during the Beyond the Post livestream, we unpacked the questions I wish came up more often—not how to post, but why. What role does social media really play in arts and culture today? And what could it become, beyond the usual press shots, show graphics, and that one caption repurposed across three platforms?

Here’s what’s been on my mind since that chat, and what I think more of us should be talking about:

One third of your audience for any given post on your page could be people who don’t currently follow you. It’s time to stop thinking about organic social like a digital flyer wall. Your social channels should function to build curiosity, connection, and community. 

There’s nothing wrong with being professional. But too often, “professional” ends up meaning “polite, polished, and profoundly forgettable.” You can shift tone by platform, audience, or topic. But stay rooted in your values, and don’t be afraid to let a little personality in.

The institutions getting traction are the ones meeting their audiences where they are and offering something they value. Bonus points for engaging across multiple accounts, not just your own. Community management isn’t a checkbox. It’s a conversation.

You don’t need more content, you need better systems. Turn one shoot into multiple pieces of content. Recruit Social Ambassadors throughout your organization to help crowdsource content when it happens in real time. Lean on influencers to bring a fresh voice and new audience to your channels.

Think of organic as your test kitchen and paid as your pop-up. You don’t need to reinvent the wheel—just figure out what’s already working, and then put spend behind it. The best campaigns don’t feel like campaigns at all. They feel like moments you’re lucky to have caught.

Social can be a powerful entry point for audiences who’ve never set foot in your theatre or gallery or concert hall. But only if we stop using it to talk at people, and start thinking about how to talk with them.

This is what I’ll be working on. And if you’re in this world too, I hope you are too.

I hope to see you in Anaheim. Please feel free to grab some time to continue the conversation!