Communication Studies


Master of Arts (MA)


Stuart Schwartz

Primary Subject Area

Information Science; Mass Communications; Sociology, Organizational; Theater; Business Administration, Marketing


Broadway, Digital Media, Media, New Media, Social Media, Twitter


Advertising and Promotion Management | Communication | Communication Technology and New Media | Marketing | Mass Communication | Theatre and Performance Studies


In 2009 the little known Broadway musical Next to Normal rose to fame through the aid of an unprecedented Twitter campaign conducted by Situation Interactive, a digital marketing agency. The Next to Normal Twitter account gathered over one million followers throughout a six-week campaign in which the Situation Interactive team joined forces with the book writer and lyricist of Next to Normal to recreate the plot in one hundred and forty-character snippets. By analyzing the data collected the researcher cultivates a collection of best practices for running a successful Twitter marketing campaign for a live experience.