ABSTRACT
This chapter explores what the sectors of the creative and cultural industries are; how has social media changed consumers; how has social media affected the promotion and production of products; and how does an organization identify its mission, vision and values statements. The creative and cultural industries can be difficult to define. Both creative and cultural industries are similar to any other type of business organization in that they use resources to produce a product that will be purchased by customers. Creative and cultural organizations vary as to their organization and management structures. Whether a nonprofit organization or a small for-profit business, or a corporation with many employees, all cultural or creative industries need to have a marketing strategy. Social media has made managing a cultural or creative business more challenging. It can turn us inwards as much as outwards.
