Most arts organisations use social media, but the problem is most of the creative industries are using it because they feel like they have to.

The best way to sell out your Fringe Show still via word of mouth. Up until recently Word of Mouth was entirely organic, like people sharing show ideas with friends down the pub.  I once overheard someone raving about a Korean Adaption of ‘A Midsummer Night’s Dream’ which remains one of the best pieces of theatre I have ever seen!