In February, we asked our members to complete a social media survey to better understand their online habits and explore ways to enhance engagement. This report highlights key findings from the survey.
Thank you to everyone who participated in our recent social media survey. With nearly 300 responses, you've provided valuable insights into how our member groups are using social media, the challenges you're facing, and what you want from Making Music's online presence.
Although this represents just a fraction of our membership, the responses offer a clear picture of your social media habits and highlight important areas where we as an organisation can better support you in navigating today's digital landscape.
Key findings
Most popular platforms
Facebook remains the most widely used platform among respondents (94%), followed by Instagram (40%) and YouTube (22%). While X (formerly Twitter) is still used by 18% of respondents, we've seen a rising trend of groups leaving this platform, with 68% of respondents reporting changed social media habits recently – many specifically mentioning their exit from X.
One respondent noted: ‘We are reducing our output on X and have set up Threads and Bluesky accounts as possible alternatives. A lot of our audience is moving away from X and although we don't want to lose the community we have built, aspects of X's leadership do not reflect the inclusive values of our choir.’
Usage frequency
Over 35% of respondents check social media multiple times a day, with another 22% checking once daily. However, a notable segment (around 24%) engages only several times a week or less, suggesting a diverse range of engagement habits.
What you want from us
The survey showed clear preferences for content, with resources and services (83%), events information (74%), and campaign/lobbying news (41%) topping the list. Perhaps more significantly, 89% of you prefer to receive updates via email newsletters rather than social media posts (5%) or website updates (3%).
For engagement with Making Music, 58% prefer email, while 21% favour private groups or communities. Interestingly, only 9% prefer engaging with us on public social media platforms.
Your challenges
Many of you shared frustrations about social media effectiveness. Some common themes included:
- Diminishing returns
‘It's hard to get your content seen, and feels a bit like shouting into a void.’
- Algorithm frustration
‘I think it's best to use all the channels available - the trouble with only using social media is not everyone will see every update - we're at the mercy of the algorithms.’
- Lack of community connection
‘What I would love for MM to be able to do is to help foster more connection between groups, which I know you do with member meetups on Zoom, but maybe somehow this could take place on social media, too? Every group is struggling with something, whether it’s promotion or admin or finding repertoire, and I think we forget that for every problem we face, there’s another group out there which has gone through the same thing and could share their knowledge.’
Going forward…
Based on your feedback, we're developing a comprehensive strategy to better support your digital and social media needs, including email communications, resources to help you navigate the evolving social media landscape, more opportunities to connect with like minded groups on social media. So, check back in regularly for updates!
Don’t forget to follow us Facebook / Instagram / X (Twitter) / YouTube / Bluesky / Threads and LinkedIn and make sure you’re signed up to our newsletter iNotes.
