![\"\"](\"https:\/\/www.artsjournal.com\/engage\/wp-content\/uploads\/2017\/07\/CarnivalBarker-300x200.jpg\")
Web 1.0 was the internet before “talkback.” It was static one-directional communication. Whether intentional or not, it was inherently self-centered, presenting the view of the owner of the website. Web 2.0 is the interactive internet where people are invited and encouraged to make their views known.<\/p>\n
I recently drafted a series of statements in an effort to differentiate among sales, audience development, audience engagement, and community engagement. When I finished the first pass at it, I realized that I had formulated it using a traditionalist mental model of arts marketing\u2013kinda Arts 1.0. Here’s what I came up with:<\/p>\n
Clearly this is all one-directional communication. While this may be a not-totally-incorrect view of some “arts marketing,” it’s not fair to what\u00a0could and should be. Realizing this I decided to apply the same thinking to my field of expertise. A good deal of “community engagement” goes like this:<\/p>\n
A 2.0 version of all of these would emphasize the need for two-way communication. Let’s try this again.<\/p>\n
The first three should all be preceded by “Get to know them.” After that, it might look like:<\/p>\n
*We know this because we listened to what you told us.<\/p>\n
And the 2.0 community engagement list would be<\/p>\n
Step 2<\/span><\/em><\/p>\n Step 3<\/em>***<\/span><\/p>\n *Chosen based on what they told you about themselves. The obvious distinction between the first three and community engagement is the final line\u2013Buy a ticket. That’s of critical importance to arts organizations and is the essence of sales, audience development, and audience engagement. Community engagement, while it has “Buy a ticket” (as well as “Contribute now” and “Support arts-friendly public policy”) as a long-term result, is a seed planting effort. That’s another reason relationship maintenance\u2013”Let’s keep in touch”\u2013is so important.<\/p>\n Too much of our industry is operating with an Arts 1.0 mental model. It gets in the way of selling tickets and it makes effective community engagement impossible.<\/p>\n Engage!<\/p>\n Doug<\/p>\n Photo:\u00a0 Too much of our industry is operating with one-way “communication” model. It gets in the way of selling tickets and it makes effective community engagement impossible.<\/p>\n","protected":false},"author":2,"featured_media":5011,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"Arts 1.0: Yet another rant about one-way \"communication\" in the arts.","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[10],"tags":[12,13,27],"class_list":{"0":"post-5009","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-the-practice-of-engagement","8":"tag-arts","9":"tag-community-engagement","10":"tag-marketing","11":"entry"},"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/www.artsjournal.com\/engage\/wp-content\/uploads\/2017\/07\/CarnivalBarker.jpg","jetpack_shortlink":"https:\/\/wp.me\/p1G6h9-1iN","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":5471,"url":"https:\/\/www.artsjournal.com\/engage\/2018\/12\/listen-vs-tell\/","url_meta":{"origin":5009,"position":0},"title":"Listen vs. Tell","author":"Doug Borwick","date":"December 12, 2018","format":false,"excerpt":"Listening as the key to sales, audience development and engagement, and community engagement.","rel":"","context":"In "Principles"","block_context":{"text":"Principles","link":"https:\/\/www.artsjournal.com\/engage\/category\/principles\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.artsjournal.com\/engage\/wp-content\/uploads\/2018\/12\/Megaphone-300x210.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":4733,"url":"https:\/\/www.artsjournal.com\/engage\/2016\/11\/who-benefits\/","url_meta":{"origin":5009,"position":1},"title":"Who Benefits?","author":"Doug Borwick","date":"November 9, 2016","format":false,"excerpt":"Definitions are important to me. That's probably a reflection of my former life as an academic. (Or, I suppose, it could be why I was an academic.) They've also become critical to my work as an advocate for community engagement. I have presented numerous attempts at defining things like audience\u2026","rel":"","context":"In "Principles"","block_context":{"text":"Principles","link":"https:\/\/www.artsjournal.com\/engage\/category\/principles\/"},"img":{"alt_text":"Dictionary","src":"https:\/\/i0.wp.com\/www.artsjournal.com\/engage\/wp-content\/uploads\/2015\/08\/Dictionary.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":6436,"url":"https:\/\/www.artsjournal.com\/engage\/2021\/09\/terminology\/","url_meta":{"origin":5009,"position":2},"title":"Terminology","author":"Doug Borwick","date":"September 9, 2021","format":false,"excerpt":"A critical element in effective community engagement is understanding exactly what it is . . . and what it is not.","rel":"","context":"In "10th Anniversary"","block_context":{"text":"10th Anniversary","link":"https:\/\/www.artsjournal.com\/engage\/category\/10th-anniversary\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.artsjournal.com\/engage\/wp-content\/uploads\/2021\/07\/10.jpg?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":4945,"url":"https:\/\/www.artsjournal.com\/engage\/2017\/06\/engagement-terminology\/","url_meta":{"origin":5009,"position":3},"title":"Engagement Terminology","author":"Doug Borwick","date":"June 21, 2017","format":false,"excerpt":"We need good definitions to make our work more effective. Here is an updated set from my perspective, for what it's worth.","rel":"","context":"In "The Practice of Engagement"","block_context":{"text":"The Practice of Engagement","link":"https:\/\/www.artsjournal.com\/engage\/category\/the-practice-of-engagement\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.artsjournal.com\/engage\/wp-content\/uploads\/2015\/08\/Dictionary-300x202.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":2818,"url":"https:\/\/www.artsjournal.com\/engage\/2013\/05\/engagement-vocabulary\/","url_meta":{"origin":5009,"position":4},"title":"Engagement Vocabulary","author":"Doug Borwick","date":"May 1, 2013","format":false,"excerpt":"[Note to new readers: This is a very old and widely read post. In the interest of providing up-to-date information about thinking on this topic, you can find updated definitions of terminology related to community engagement and related arts management tools on the ArtsEngaged website here.] I have on a\u2026","rel":"","context":"In "Principles"","block_context":{"text":"Principles","link":"https:\/\/www.artsjournal.com\/engage\/category\/principles\/"},"img":{"alt_text":"Dictionary","src":"https:\/\/i0.wp.com\/www.artsjournal.com\/engage\/wp-content\/uploads\/2013\/04\/Dictionary-300x153.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":4370,"url":"https:\/\/www.artsjournal.com\/engage\/2016\/02\/definitions-again\/","url_meta":{"origin":5009,"position":5},"title":"Definitions, Again","author":"Doug Borwick","date":"February 3, 2016","format":false,"excerpt":"My latest take on definitions of audience development, audience engagement, and community engagement.","rel":"","context":"In "Overview"","block_context":{"text":"Overview","link":"https:\/\/www.artsjournal.com\/engage\/category\/overview\/"},"img":{"alt_text":"Dictionary","src":"https:\/\/i0.wp.com\/www.artsjournal.com\/engage\/wp-content\/uploads\/2015\/08\/Dictionary.jpg?resize=350%2C200","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/posts\/5009","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/comments?post=5009"}],"version-history":[{"count":3,"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/posts\/5009\/revisions"}],"predecessor-version":[{"id":5013,"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/posts\/5009\/revisions\/5013"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/media\/5011"}],"wp:attachment":[{"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/media?parent=5009"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/categories?post=5009"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/tags?post=5009"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}\n
\n
\n<\/span>**Funding, community support, ticket sales
\n<\/span>***Post-event<\/span><\/p>\n![\"Attribution\"](\"https:\/\/s.yimg.com\/pw\/images\/cc_icon_attribution_small.gif\" "\\"Attribution\\""){kind=icon}
![\"Noncommercial\"](\"https:\/\/s.yimg.com\/pw\/images\/cc_icon_noncomm_small.gif\" "\\"Noncommercial\\""){kind=icon}
<\/a><\/span>\u00a0Some rights reserved<\/a>\u00a0by\u00a0presta<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"