The Broadway League, a trade association representing the vibrant world of Broadway, faced an overwhelming challenge: how to manage a vast array of social media conversations across multiple platforms. With mounting demands from high-profile programs like the Jimmy Awards, the League needed a solution to turn the chaos of managing thousands of interactions into actionable insights. Enter Agorapulse.
By streamlining Broadway League’s social media monitoring and reporting, Agorapulse empowered the team to save time, boost engagement, and make data-driven decisions that elevate their role from reactive managers to strategic storytellers.
About the Broadway League
The Broadway League represents the heart of Broadway, encompassing theater owners, operators, press agents, and managers across New York City and North America.
Established in 1930, the League supports Broadway as an industry and community, managing flagship programs like the Jimmy Awards, Broadway Bridges, and Kids Night on Broadway. Social media is central to their mission of promoting diversity and audience engagement while building lasting connections with Broadway fans.
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The Challenge: Too Many Conversations, Not Enough Clarity
With a small but dedicated digital team, the Broadway League faced significant hurdles managing their growing social media presence. The Jimmy Awards, their largest program, saw viral posts generating thousands of comments and mentions across platforms like TikTok, Instagram, and YouTube.
Before Agorapulse, the League relied on a patchwork of native tools and struggled to keep up with the influx of engagement, address inquiries, and extract meaningful insights.
“It was harder to quantify when certain messages landed or to determine the best format for our content.” (Neal Freeman, Chief Digital and Technology Officer)
That lack of clarity not only slowed their responses but also impacted their ability to build an inclusive community and support their broader mission.
The Journey to Agorapulse
The tipping point came during the 2023 Jimmy Awards. A spike in activity highlighted the urgent need for a centralized tool.
Tasked with finding a solution, an intern discovered Agorapulse. After a trial period, Neal and his team were convinced Agorapulse was the right fit. They began using Agorapulse in September 2023, and their social media strategy changed forever.
“It allowed us to put all our channels into one platform and gain full visibility over conversations happening across platforms,” said Neal.
Transformation: From Reactive to Strategic
With Agorapulse, the Broadway League unlocked new levels of efficiency and insight:
1. Comprehensive monitoring
Agorapulse’s inbox consolidated comments, mentions, and direct messages across platforms, enabling the team to respond faster and more strategically.
2. Enhanced reporting
The team began leveraging Agorapulse’s reporting tools to showcase top-performing posts, audience growth trends, and engagement metrics in weekly and monthly meetings.
“It’s been a game changer for presenting insights and driving data-driven decisions.” (Maura Cuddihy, Design and Technology Associate)
3. Content strategy evolution
By analyzing data in real-time, the team discovered new opportunities for content formats, such as YouTube Shorts and TikTok videos, to maximize audience reach and engagement.
Those features saved hours of manual effort and empowered the team to focus on strategic goals, such as diversifying their audience and amplifying underrepresented voices in Broadway.
Impact: Measurable Growth and Meaningful Engagement
Increased confidence
Neal now reviews every comment and mention, enabling him to answer confidently when asked about audience sentiment.
Streamlined processes
Monitoring across platforms became a seamless experience, reducing the chaos of managing multiple native tools.
Exponential growth
The Jimmy Awards TikTok account grew from zero to nearly 100,000 followers in under two years, with engagement fueled by the team’s ability to respond quickly and effectively.
Lessons Learned & Unexpected Benefits
Agorapulse didn’t just streamline monitoring; it gave the Broadway League a new perspective on what wasn’t working. For example, the “My First Broadway Show” sticker campaign revealed low engagement, prompting a reevaluation of their strategy.
“[Agorapulse] allows us to see what’s missing, as well as what’s thriving,” said Neal.
Advice from the Broadway League
Start simple, then expand
“Explore the features and find what works for you. Reevaluate in six months to see how you can go further,” Maura advised.
Keep the inbox clean
Neal’s mantra?
“Review, label, and act daily to stay on top of interactions.”
Leverage reporting
Use data to craft a clear story for stakeholders, even those outside the social media world.
Looking Ahead
The Broadway League sees Agorapulse as an evolving partner in its social media journey. In exploring new reporting features, experimenting with advanced audience insights, and more, Broadway League is excited about the possibilities.
Agorapulse transformed the Broadway League’s social media strategy, turning backstage chaos into center-stage clarity. Whether you’re managing the buzz of Broadway or building your brand, Agorapulse helps you master social media, one comment at a time.
