what is the real message?

There has been lots of discussion about how our social media is changing significantly, especially with social networking sites like facebook and twitter. Recent research shows that even though only 27% of twitter users posted daily, 46% checked for updates everyday. It also reflects that younger microblogger users are also highly mobile, accessing social media at various locations. It is not unusual to see people checking updates while working, driving, sitting in class or even in the washroom. So we know users have access to updates everywhere, but the question is, what messages should arts organizations be sending to their followers? "Come see our concert tonight" "Our season  opening play was a great success last night" Or more importantly is to ask the question: what purpose do these updates serve? Are they trying to capture more audiences? or is it simply a tool to keep fans update and perhaps building a customer loyalty or branding image? However, regardless of what direction/strategy arts organizations are taking with these social networking sites, it is still difficult, at least for now, to track the result of the messages it posted on twitter or facebook fan page.