Social Media Management in Croatian National Ballet Ensembles: A Content Analysis

Abstract

This paper examines how social media shape communication practices, visibility, and brand-building among three Croatian national ballet ensembles: the Croatian National Theatre in Zagreb, the Croatian National Theatre Ivan pl. Zajc in Rijeka, and the Croatian National Theatre in Split. The framework draws on research on cultural public relations and media relations, social media communication in cultural institutions, theatre-specific communication, and the digital presentation of dance, with a focus on ballet. The study applies quantitative content analysis to 157 Facebook and Instagram posts published over a six-month period. Coding categories include post format, thematic focus, calls to action, interaction type and intensity, and differences in the use of platform tools across ensembles. Findings indicate that social media is pivotal for constructing institutional identity and maintaining audience relationships, yet communication effectiveness varies considerably. The Zagreb ensemble achieves the highest reach and engagement, while Rijeka and Split maintain lower but stable activity. Visual and interactive formats are associated with higher engagement, whereas video content and dialogic practices designed to stimulate discussion remain limited. The article contributes empirical insight into digital communication in cultural institutions and offers implications for improving social media strategies. Limitations include the time-bounded sample, reliance on quantitative indicators, and the absence of audience perception data. Future research should adopt longitudinal and qualitative approaches and expand the analysis to additional platforms.