MAKING
HEADLINES
The communications team generated a significant increase in coverage, including more than 3.7M in broadcast viewership alone. Institutional contract announcements, highly accessible concert programming, education programming, and human-interest stories continued to generate the most substantial media interest.
In the 2025-26 season, we gained 12,761 followers across all social media platforms, led by Instagram. This expanded audience engaged in organic content through 746 posts, stories, and reels, receiving over 280,000 engagements in the form of likes, comments, and reshares on all platforms. As the moments that defined the year summarize, the BSO’ s social media strategy continued to engage both core classical music audiences and new, culturally diverse communities through compelling shortform video content.
Pictured: President & CEO Mark Hanson at a joint press conference hosted by Baltimore County at Oregon Ridge Park to announce Star-Spangled 250! and the County ' s MD 250 celebrations.
Photo credit: Baltimore County
BY THE NUMBERS
Positive articles /
788 segments, print, digital, and broadcast
16 BALTIMORE SYMPHONY ORCHESTRA
$ 32
MILLION
Earned Media Equivalency, value in total coverage
( excluding print coverage)
4.6
MILLION
Followers across all
138,159 social media platforms
Users reached on Facebook and Instagram alone