So what is the real effect of the Broadway message boards? It's always a topic of discussion so we went direct to the source to get an insiders take. We sat down with Robert Diamond, editor of BroadwayWorld.com which hosts one of Broadway's most influential message boards, to get this thoughts.
SITUATION ROOM: How would you define the average Broadway World message board user?
ROBERT DIAMOND: I get asked this question a lot, and truly there is no definitive answer because our demographics range from a 15 year-old in Iowa, to multi-TONY winners straight through to senior citizens. With more than 5,000 messages being posted on a slow day, by over 40,000 registered users we definitely get a full range on the site, making it a true online community. Clearly, they all love theatre and the arts.
SR: What do you think is the effect that chat rooms have on Broadway shows? Both good and bad chat.
RD: As to whether or not the chatter has influenced their ticket buying, the press has made much of the chat rooms, probably given it more power than it should have, and it has understandably become irksome for producers and press agents. That said however, both good and bad chatter can certainly contribute to the overall “buzz” for a show, and we see messages posted all the time regarding their effect on ticket buyers. We see more folks writing that they DID purchase tickets because of a lot of positive buzz, rather than those writing that they DIDN'T purchase tickets because of negative buzz. In today's modern world of a diluted media, online chatter is CERTAINLY a factor though.
SR: What stories or content seem to stir up the most conversations on Broadway World message boards? Interviews, video, etc.
RD: Many of the larger discussions center around various “controversies” ranging from reviews and opinions of a show, performers, and the like. In terms of content on the site that generates interest on the chat boards, certainly photo coverage, video coverage and interviews rank at the top of the list. Solid features are becoming more and more popular as well. Anything that gives folks more insight into the people and the shows that they love is definitely of interest.
SR: What do you say to people who go on message boards posing as a fan of the show? Have you ever seen anyone get caught being a shill?
RD: Well, that's the kind of world that we're living in, isn't it? The chat rooms are open!
All the time… Most of the folks reading our message boards to get opinions on shows have a good radar for real comments vs. fake ones. When new posters join, and only post about one show, and only in a 100% positive sense it raises a lot of red flags. Often, that can cause the reverse of the desired effect because no one likes to be marketed to too strongly.
SR: If you were to recommend one thing a Broadway show should consider when creating its marketing and press outreach strategy, what would it be?
RD: Always innovate! One of the things that has helped BroadwayWorld on its road to success, is a never-ending push to keep innovating, and to keep raising the bar. As shows begin to embrace the new world of the Internet more and more to promote their shows, I recommend highly taking advantage of all the multimedia opportunities out there, as well as through blogs and other forms of new media. There's a lot of passionate individuals out there online, harnessing that energy is a great way to give a show a “leg up.”
Thank you Robert for your valuable insight. Now, we recommend all of you to jump over to the Broadway World message boards to see if you're a current topic of discussion.
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