How to engage audiences using social media

How to engage audiences using social media Social Media and Museum Learning The Round Foundry Media Centre, Leeds Friday 10 December 2010

Setting the scene – eye-openers
Social media in the UK: http:// www.youtube.com/watch?v =YZHSZY8S9mA
Scary stats: http:// www.youtube.com/watch?v =lFZ0z5Fm-Ng&feature= player_embedded
Customer feedback: http:// www.youtube.com/watch?v =5YGc4zOqozo
Doing good: http:// www.youtube.com/watch?v =qu7ZpWecIS8
Image from: http://www.babble.com/CS/blogs/strollerderby/2008/08/16-22/home%20alone.jpg

What is social media?
Think of social media as like the invention of email or the telephone – it is a tool – a very powerful one – for communicating on an individual and a mass scale

Web 1.0 to Web 2.0
Web 1.0 – ‘if we build it, they will come’
Web 2.0 – User generated content – everyone’s putting stuff on the internet
This means that organisations need to ‘be everywhere’ rather than ‘being somewhere’
Image from: http://www.examiner.com/images/blog/EXID30717/images/web10web20.jpg

Easy way to remember
Web 2.0 = 2-way communication
Image from: http://2.bp.blogspot.com/_ytU6dUQrIfU/Saatfw9yDHI/AAAAAAAABsE/2tsMpde4l0s/s400/Two_Way_Traffic.png

Social media is a tool for:
Collaborating
Communicating
Sharing
And it’s social – that means it’s about real people connecting with other real people
Image from: http://thesituationist.files.wordpress.com/2008/03/istock-social-network.jpg

Social media & engagement
Which social media tools are good for connecting with audiences?
http://twitter.com
http://facebook.com
http://flickr.com
http://youtube.com
Blogging platforms:
http://wordpress.com
http://blogspot.com
http://posterous.com

Using Facebook
Create a ‘fan’ page
This doesn’t connect to your personal Facebook profile
Good for:
Advertising events & activities
Enabling people to share information about what you’re doing
Getting feedback and talking to users

Twitter
Set up an account for your service or use your personal account to talk about your work
Can link this to your facebook page
Good for:
Building a network
Short adverts for events/activities
Linking to other places your organisation occupies online – like your website
Getting feedback & encouraging people to recommend you
Launching competitions

Getting started on Twitter
Not time today to go through how to use Twitter but do look at my 4 short presentations which give you a simple introduction:
http:// sociallearningonline.wordpress.com/twitterguide /
Don’t forget to follow me! @vahva

Flickr & Youtube
Photo sharing site & video sharing site
Showcase your organisation & collections
Good for:
Livening up the content of your website/blog with multimedia (you can embed photos and videos in your site whilst they are also on Flickr & Youtube – distributed content)
Showcasing education work – children’s drawings etc.

Other good sites relevant to museums, archives and libraries
http:// www.historypin.com
http:// www.mylearning.org /
http:// futureofmuseums.org /
List of museums on Twitter: http://j.mp/by21fK

Blogging
http://wordpress.com – free, easy to use blogging platform. Another is http://blogspot.com An example is here:
http://spacehopleeds.blogspot.com/2010_07_01_archive.html
http://posterous.com – very simple blogging platform. Fun example:
http://100atticobjects.posterous.com/

Sara’s social media journey
Because Sara is a fan of Learn at Harewood on Facebook, she saw this update:

She then decides to share this on her facebook profile and her friends respond:

She then goes along to the lesson and Tweets about it:

One of Sara’s followers sees the Tweet and gets in touch with Learn at Harewood on Twitter to sign up himself.

All 200 of Sara’s followers on Twitter hear about Harewood!
… changing their perceptions of what Harewood House has to offer
Some people retweet the message to their followers, one of these people has over 1000 followers!

One of Sara’s followers has a conversation with a friend
‘ I got a ukulele for Christmas this year!’
‘ Cool, did you know that they’re doing ukulele lessons at Harewood House this year? I found out on Twitter the other day’
Image from: http://3.bp.blogspot.com/_l799-uTfoLE/SdtBFe2ciEI/AAAAAAAAAEg/03bGAy_SWO4/s400/Gossip4.jpg

What do you think happens next?
What could Learn At Harewood do to respond to this?
Speak to the person next to you & come up with 2 or 3 things they could do.
Image source

Some ideas of what ‘Learn at Harewood’ could do
Retweet (ie repeat/forward) any tweets from people mentioning the ukulele course and thank them
Take photos at the session & with permission post them to Flickr & the website
Tweet again about the lessons with a link to a picture from the first session
… the possibilities are endless!

Getting started
Who’s your audience?
Look at other museums, libraries, archives like yours online to see how they do it
See if your organisation is mentioned in social media – do a search on Twitter (you can search on Twitter without being a member) or Facebook - & respond if you can!

Principles to remember – for yourself and your role
Social media is:
Social – you are interacting with people, not machines
For sharing – sharing ideas, information, learning
For conversation – with people interested in the same topics as you

3 Golden rules
Don’t be afraid!
Go for it, don’t be timid, you just have to give it a try.
Don’t be stupid!
Don’t write anything you’d be embarrassed for a loved one or your boss to read!
Be yourself!
be authentic, people can spot a fake.

What next?
Write down now:
1 thing you’re going to do
1 thing you’re going to share with someone else
1 thing you’re going to learn more about

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How to engage audiences using social media

by Bryony Taylor

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