How art centers in Michigan use social media to communicate mission

Author

Alexandria Milot

Date Approved

2025

Degree Type

Open Access Thesis

Degree Name

Master of Arts (MA)

Department or School

Communication, Media and Theatre Arts

Committee Member

Susan Badger Booth, MFA

Committee Member

Melanie Bond, MFA

Abstract

The use of social media for marketing purposes has become a widespread practice for nonprofit and for-profit organizations. Social media can assist in communication efforts in many ways, including communicating an art center's mission. However, with limited documentation of the use of social media marketing within these organizations, it can be challenging to know how current art centers are using social media and if their social media marketing strategy is reaching their intended audiences. This research explores how art centers in Michigan use social media to communicate their mission to their audience and if it matches the organization’s original purpose and mission. “How do art centers in Michigan communicate their mission using social media?” is the question addressed using a mixed-methods approach combining a survey of 18 art centers, content analysis, observation, and interview protocol with 14 art centers in Michigan. The conclusions of this research provide observations about the social media usage of art centers, information regarding art center teams, and recommendations for social media best practices that may be used for current and future art centers to use and integrate into their marketing plans. Additionally, a call for continued research in this field is addressed.

Recommended Citation

Milot, Alexandria, "How art centers in Michigan use social media to communicate mission" (2025). Master's Theses and Doctoral Dissertations. 1296.
https://commons.emich.edu/theses/1296