Social Scheduling
Navigate to: Menu > Social Scheduling
Overview
Social Scheduling connects Backstage Manager to your theatre’s social media accounts through Zapier, so you can post automatically about your shows without copying details from one system to another. For example, when you add a new show, a post can go out on Facebook and Instagram, or when a show goes on sale, a scheduled post can be queued in Hootsuite.
The Social Scheduling page shows the platforms you can connect. Click an icon to link your Backstage Manager account to that social media profile:
● TikTok
● Hootsuite
● Youtube
Click Check Out All Social Media Marketing Integrations to see every social media and marketing app you can connect through Zapier, such as X (Twitter), Pinterest, Buffer or Threads.
How it works
The connection is made with Zapier, a tool that links apps together without any coding. You build a Zap, which is a simple rule: when something happens in Backstage Manager, do something on your social media.
● Trigger: The event in Backstage Manager that starts the Zap, for example a new event being created
● Action: What happens on your social media, for example creating a Facebook Page post or scheduling a post in Hootsuite
You can add more than one action, so one trigger can post to several platforms at once.
Connect a social media account
● Go to Social Scheduling
● Click the icon for the platform you want to connect, for example Facebook
● Zapier opens with Backstage Manager and that platform ready to pair
● Sign in to your Zapier account, or create one if you don’t have one yet. A free tier is available
● Choose your trigger in Backstage Manager, for example a new event
● Connect your Backstage Manager account when prompted and allow access
● Choose the action on your social media platform, for example Create Page Post on Facebook
● Connect your social media account when prompted. Make sure you sign in with the account that manages your theatre’s page, not a personal profile
● Map the details you want in the post, for example the show name, performance dates, a short description, the image and the link to book
● Write the rest of your post around the details, for example: Just announced! followed by the show name and Book now at the booking link
● Test the Zap to check the post looks right
● Turn the Zap on
Your Zap now runs automatically every time the trigger happens.
Post now or schedule for later
● To post straight away, connect directly to the platform, for example Facebook, Instagram, LinkedIn or TikTok
● To schedule posts for a set time, or review them before they go out, connect to a scheduling tool such as Hootsuite. The Zap adds the post to your Hootsuite schedule, where your marketing team can check it, add hashtags and choose the best time to publish
Ideas for theatres
● Show announcements: When a new event is created, post an announcement to Facebook and Instagram with the show image and booking link
● On sale reminders: Add a post to Hootsuite when a show goes on sale, ready to publish on the morning of the on-sale
● Last few seats: Post when a performance is close to selling out, to create urgency
● Sold out: Post a thank you when a performance or run sells out
● LinkedIn updates: Share season launches, sponsorship news and job vacancies with your professional network
● Trailers: Share new show trailers from YouTube to your other channels
Manage your Zaps
All your social Zaps are managed in your Zapier account, where you can:
● Turn a Zap on or off, for example pausing announcement posts during a quiet period
● Edit the trigger, actions or post wording
● See the task history, showing every post that was sent and whether it worked
● Fix and re-run any posts that failed
Troubleshooting
● Nothing is posting: Check the Zap is turned on, and that the trigger has actually happened since you turned it on, for example that a new event has been created
● Posts are missing details: Edit the Zap and check every field is mapped, for example that the image and booking link are included
● Connection errors: Reconnect your Backstage Manager or social media account in Zapier, as sign-ins can expire, especially for Facebook and Instagram
● Posting to the wrong account: Check which page or profile is selected in the Zap’s action step
Tips
● Use Hootsuite or another scheduling tool if you want to review posts before they go live
● Keep your event descriptions and images in Backstage Manager up to date, as these are what your posts will use
● Test every Zap before turning it on, and check the post on each platform
● Make sure more than one person on your team has access to the Zapier account and your social media accounts