The theatre had a Facebook page with about 3,200 fans at that point. Analysis of their data showed that the average age of the fans was about 37 years old. There wasn’t anything on the page targeting...

The theatre had a Facebook page with about 3,200 fans at that point. Analysis of their data showed that the average age of the fans was about 37 years old. There wasn’t anything on the page targeting younger people, so Russell set about increasing the fan base and targeting a younger audience by engaging with fans and creating a community on the Facebook page.