Social Network Customer Relationship Management for Orchestras

The COVID-19 pandemic and quarantine policies have caused the Hong Kong Philharmonic Orchestra (HKPhil) to significantly reduce offline concerts and ticket revenue, while increasing reliance on government funding. With the advancement of internet and mobile technologies, social media greatly help disseminate information and connect to customers. Thus, this study investigates HKPhil's social customer relationship management (CRM) by surveying its website and social media. Quesenbery's 5Es usability model was used to analyze the orchestra's social media usability and the 7Ps marketing mix model to explore the current opportunities and risks faced by HKPhil. The findings indicate the limitations of HKPhil's current approach to social CRM and suggest changing concert formats, enhancing social network promotions, and providing online education resources to help HKPhil attract a wider audience of different age groups. Scant studies focus on orchestras in East Asia, and this study offers some social CRM development strategies and actionable recommendations.