Whatsonstage.com: a community case study – Part 2

Continued from Part One. We’re looking at the community behind theatre website Whatsonstage.com.

Setting the tone

With most of the sites users contributing anonymously, there surely need to be rules to keep everyone happy.

 Andrew Girvan – Rulesby JoePike

Circumventing the PRs

Because of the large budgets at stake in commercial theatre productions, PR companies often do their best to keep a stranglehold on newsworthy developments such as casting. But by adding newsmakers to your community via Twitter, there can be significant advantages.

 Andrew Girvan – Newsmakers by JoePike\

Bargain promotion

And if you’re staging a show or musical, a free online community can be the perfect place for a bit of free publicity.

 Andrew Girvan – Self-Promotion by JoePike

Whatsonstage.com: a community case study – Part 1

When studying online journalism it’s easy to solely focus on sites providing mainstream news and comment.

But don’t forget the specialist press, often home to the most dedicated users who relish the opportunity to indulge in a community constructed around their interests, hobbies or even obsessions.

In the heady world of greasepaint and spotlight, one theatre website dominates. Whatsonstage.com boasts nearly 5 million hits per month.

Key to their online community is a busy discussion forum: full of opinions on shows and backstage gossip.

I met Deputy Editor Andrew Girvan in the company’s offices at the Palace Theatre at the heart of the West End.

Engaging your users
So why do thousands of users log on every day? What’s in it for them?

Andrew Girvan – Engagement by JoePike

User generated content

With informed users contributing gossip and tip-offs, can this affect the editorial agenda of the site? And why are these users anonymous?
Andrew Girvan – Editorial Input + Anonymity by JoePike

Continued in Part Two.