Kindred Spirit: Play-by-Play’s Carolyn Silverberg

Kasey Schumacher

kasey schumacher | social cues | oct. 2019

Mark Jackson and Emily Megan PhotographyFriends and fans of Frankly Green Bay, I would like to introduce you to a dear friend of mine, Carolyn Silverberg. We both attended St. Norbert College, have participated in numerous productions together and she stood up in my wedding! She's not only a brilliant individual and a talented performer, she's also a social media maven. I sat down with her to chat all things social media.

Many readers will recognize you for the multiple roles you've had with Play-by-Play Theatre — from actor to director to social media manager. Can you explain a little bit about the history of Play-by-Play and how you began running their very engaging and interactive social media channels?

Play-by-Play Theatre is Green Bay's first professional regional theatre company. We just finished our fifth season and we're still going strong. I've been there since the beginning because my parents and friends of ours started the theatre company, so it was a group effort. Since I was there from the beginning, I was the one who created the Facebook page and Instagram account. I set it up and then in 2015 I went away to grad school in England. I wasn't even in Wisconsin for the majority of the first few shows. At that point, the social media was actually done by multiple people. It wasn't until I got back from school that it got more serious and it grew with how the company was growing too. At that point, it made sense for one person to take the lead with that aspect of the company. That clear, defined role became mine.

Was there a specific moment or instance where you realized social media was your 'thing'? Or did it happen gradually?

It really all stems from when I came back from grad school and I started doing Play-by-Play's social media more. I kind of used Play-by-Play as my guinea pig because it was safe to do and straightforward for me. It wasn't until friend and colleague Teresa Sergott reached out to me and let me know if I was serious about this, she knew of a job opportunity doing social media remotely for another organization. She was my introduction to social media beyond just that initial company. It springboarded from there. The more I did it for other people, the more I realized I'm good at this and I like it. A lot of it is learning on the job. Once I did it more, I took online courses and online seminars. I'm actually certified through a digital marketing certification. It's so much more than just sharing a Facebook post; it truly ismarketing. It's way more strategic than what people assume.

Because of your knowledge and experience, you've recently extended your social media skills to the public. Can you tell me a little more about that?

I freelance and give my resume out to people so they know I can provide social media strategy and expertise. Once you start getting your name out there, you get referred to do other jobs and it grows. Now, people have started reaching out to me. At any given time, I have three individual clients I do social media for, and I also work for a marketing company and they send me specific jobs and I can have up to 10 projects. For those projects, I can provide content ideas, share marketing strategy and manage their social media advertising, among other things. With my private clients, I do create content and run their channels myself.

You have provided social media expertise to many types of clients and organization. How does social media for arts and entertainment differ?

It's easy to promote a business with a tangible product. There's constantly something to sell. With a theatre company, for example, there's not always something to sell or promote so what type of content do you post in the meantime? You have to build a relationship with your customer. They need to know, like and trust you. That's social media in a nutshell. If a customer doesn't know, like and trust you, the random posting to your ticket link to buy tickets will do nothing. You're not giving them a reason to buy. It's so important in the arts and entertainment industry that in the times you don't have something direct to promote, that you're still engaging without selling. Social media is about cultivating relationships.

What can we expect to see shared on the Play-by-Play Theatre social media channels in the upcoming weeks and months?

We are doing a musical called 'The Gift of the Magi' at the Robert Lee Brault Playhouse in Green Bay for five performances, December 5-8. We've got a cast of three — Lyle Becker, Ben Olejniczak and Kaara McHugh — performing in it. Play-by-Play likes to do shows that have rarely been done or never been done in our area, and this particular version has only been done a handful of times in general, mostly down at APT (American Players Theatre). We are so excited to do a newer show and bring something new to see for the Christmas season!

Be sure to mark your calendars for this beautiful retelling of O. Henry's classic tale. Follow Play-by-Play Theatre on social media channels or their website for more information about the ins and outs of the production. Also, check out to learn more about how she can help you with business social media needs.

Kasey Schumacher is the marketing director for Let Me Be Frank Productions by day and a performer for the troupe by night. When she isn't updating Facebook or singing a 1970s classic, she enjoys running, cooking, questioning final rose picks on 'The Bachelor" and planning overly extravagant trips to Disney.

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