Quality versus quantity of engagement
A significant number of readers who had an apparently high level of engagement with On An Overgrown Path via Facebook in the form of daily likes, shares and comments have simply disappeared since the blog severed its blogs links with social media. Now that is, of course, their prerogative. They don't have to read my blog, and the current trend suggests sufficient site traffic will remain to justify continuing with it. But why have these people who appeared to be deeply engaged simply severed the virtual relationship? It is a question that is worth asking, because the answer has important implications for classical music's obsession with reaching a new audience.
The disappearance of these Facebook heavies confirms a theory I have held for some time. My theory is that a relationship on Facebook and other social networks is like a public toilet. If one is conveniently available it will be used. But if one is not available that is no problem, because there is always another close by. Social media creates addiction by providing instant gratification. So any obstacle to instant gratification such as leaving the comfort zone of Facebook for other content sources is now out of the question for its addicted 2.19 billion monthly users.
The implication of this goes far beyond a group of readers not being prepared to make some small effort to continue reading a blog. Classical music sees reaching a new audience as its holy grail, and social media - notably real time streaming of concerts - is seen as key to recovering the holy grail. Engaging classical audiences via social media may produce an impressive quantity of engagement. But it totally ignores the quality of that engagement.
Benjamin Britten explained that "music demands... some preparation, some effort, a journey to a special place, saving up for a ticket, some homework on the programme perhaps". You do not have to be a fully paid-up Britten fan to see the truth in this assertion. The effort required to attend a classical concert today is the antithesis of instant gratification. Yet we believe that classical's new audience will magically migrate from the effort-free and cost-free comfort zone of social media streaming to the challenging and not inexpensive environment of a city centre concert hall. Sorry, but the evidence shows quite clearly that this belief is false. For classical music to move forward it needs an audience with a high level of engagement. Social media audiences have a very low level of engagement and loyalty. Classical music should stop chasing quantity and start chasing quality audiences.
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