Trends in the Use of Social Media in Cultural Centres in Developing Audiences

New emerging technologies strengthen the perception of companies’ activities in several levels of sustainability – economic, environmental and social. Decisions on the implementation of the latest technologies, innovations and new business models determine the application of new technologies and business models in scale and time. They change the demand and supply side, affect the structure of the market, interrupt the market borders, etc. These changes do not bypass culture either. They raise questions about the possibility of implementing new technological solutions, their sustainability, impact on visitors and overall attendance on the one hand, on the other hand on the change in the offer of individual entities in the cultural and creative industries. The purpose of the paper is to present a case study focussed on the proposal of the use of new technologies in a selected area of cultural and creative industries. The case study is based on the theoretical definition of the culture and creative industry and its components, the identification of bottlenecks and the design of solutions using technologies that support audience development. On the example of cultural centres within a selected region of Slovakia, the possibilities of using social media in relation to increasing the efficiency and intensity of communication with target segments in audience development are identified.