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Engaging Visitors with Social Media
 

Engaging Visitors with Social Media

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What outcomes are you hoping to achieve with social media? ...

What outcomes are you hoping to achieve with social media?
Are your social media practices engaging online communities to their greatest potential?
How do you know if you are achieving your goals?
How can you take your social media initiatives to the next level?

These four key questions were explored during the “Engaging Visitors with Social Media” workshop I presented at the IMLS WebWise Conference (March 6, 2013).

Participants saw and heard about:
Inspirational case studies from inside and outside the museum and library sectors
Pursuing marketing, education, crowdsourcing, and advocacy goals through social media
Organizational models for social media management
Optimizing social content through data analysis
Taking your efforts to the next level with a paid-earned-owned mix of activities
We discussed and brainstormed about:
Defining the value and goals of social media for your organization
Identifying desired outcomes
Setting the right tone and voice for your organization
Overcoming fear and risk-aversion
Hands-on activities helped us explore:
How content goes viral
Connecting social tools to organizational strategy and capabilities
Determining which social media platforms are right for your target audiences and goals
Platforms covered included:
Facebook
Twitter
Instagram
Pinterest
Wikipedia
Vine

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  • Tips and images from Curalate blog: http://blog.curalate.com/how-pinterest-has-changed-brands-content-strategy/
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Engaging Visitors with Social Media Engaging Visitors with Social Media Presentation Transcript

  • +#WebWiseSocialEngaging Visitors with Social Media Dana Allen-Greil (@danamuses) IMLS WebWise March 2013
  • + Key questions  What outcomes are you hoping to achieve with social media?  Areyour social media practices engaging online communities to their greatest potential?  How do you know if you are achieving your goals?  How can you take your social media initiatives to the next level?
  • + By the end of this workshop you will be able to: 4 3 2 Analyze and optimize your Create a social media measurement efforts 1 Outline a plan that social media maps to your Define content SMART goals SMART goals strategy for your org‟s social media efforts
  • + Note on Sources  Whenever you see “Source” or “Inspired by” on a slide (usually bottom right) there will be a full link in the notes.
  • + Social media is…
  • + Part of your organization‟s online ecosystem Your website(s) Your blog and social media accounts (Photos, blog posts, Yelp Public user- reviews, YouTube generated videos,Foursquare posts, tweets, Facebook content check-ins) Private user-(Private status generated updates, email messages) content
  • Active Scalable Real-time TransparentIm/permanent Mobile
  • Show Share Connect BuildDiscuss Interact community Publish Crowdsource CollaborateCo-create Empower Mentor
  • + Broadcast Engagement  In the  Now, these services are past, information, image, a increasingly recognized as nd video-sharing sites ways to encourage and were regarded primarily as support visitor broadcast mechanisms for engagement. museum exhibitions and programming. Showcase digital collections/content on social media sites and engage with user-generated content and comments. Recommendation from the NMC Horizon Report: 2012 Museum Edition
  • + “Citizens overwhelmingly voiced their wish for a straightforward one-way conduit of information, and specifically one that did not require any kind of participation on their part.”
  • + 1What outcomes are you hoping toachieve with social media?
  • + Strategy
  • + Strategic planning resources:  Digital Engagement Framework digitalengagementframework.com  TheNonprofit Social Media Decision Guide idealware.org/reports/nonprofit- social-media-policy-workbook
  • Source: digitalengagementframework.org
  • +
  • +
  • + Types of Goals Marketing Advocacy Education Crowdsourcing
  • +  Awareness:  Elevate the awareness of your brand or offering  Customer Service:  Cater to the needs of your constituents, for support orMarketing general relationship management  Sharing:  Inform citizens of public services through social content Inspired by: Spredfast Social Media Planning Guide and HowTo.gov
  • +  Sharing  Respond, collaborate and create with constituents to improve services  Community Building  Foster engagement andAdvocacy dialogue to build a community of supportive fans who develop a relationship with you Inspired by: Spredfast Social Media Planning Guide and HowTo.gov
  • +  Socially-Constructed Learning  Our understanding of content is socially constructed through conversations about that content and throughEducation interactions with others.  Listen (learning is a two- way street!)  Observe, analyze and understand what citizens are sharing to improve public services Inspired by:Brown& Adler, “Minds on Fire”; Ala-Mutka, “Learing in Online Networks and Commnities” and HowTo.gov
  • +  Offeran opportunity for someone to do something more than consume information.  …meaningful ways for individuals to engage with and contribute to publicCrowdsourcing memory. Trevor Owens, “Digital Cultural Heritage and the Crowd,” Curator (2013)
  • + Why Wasnt I Consulted? The Fundamental Question of the Web  “Humans have a fundamental need to be consulted, engaged, to exercise their knowledge (and thus power), and no other medium that came before has been able to tap into that as effectively.  Ifyou tap into the human need to be consulted you can get some interesting reactions.  Here are a few: Wikipedia, YouTube, Quora, Ebay, Yelp, Flickr, IMDB, A mazon.com, Craigslist, every messageboard or site with comments…[excerpted]” Paul Ford, as quoted in Trevor Owens, “Digital Cultural Heritage and the Crowd,” Curator (2013)
  • + Mapping Goals to Metrics Based on excerpts from Tate Social Media Communication Strategy (2011-2012) Goal Metric Engage current audiences in Increase the number of people innovative ways and build new engaging with Tate‟s social media. online communities Direct traffic to the Tate website Increase referral traffic to Tate‟s website from social media websites. Direct footfall to the four Tate galleries Increase the number of people visiting galleries and events as a result of social media. Encourage fans to act as advocates Measure audience advocacy (i.e. the for Tate number of people „re-tweeting‟, „liking‟ or „sharing‟ content). Build developmental audiences Analyse the demographics of social (youth/family, local, educators) media users wherever possible.
  • + Activity Select a goal and make it SMART
  • Example Your Goal Encourage more youth aged 16 to* 22 to volunteer. Specific We‟ll recruit at least 5 more 16 toS How will you know you‟ve succeeded in 22 year olds. your goal? Measureable Increase in # of 16-22 year oldsM How will you measure your success? who say they found us on social media channels. Achievable Last year we recruited 2 new teens,A Are your specific benchmarks realistic so this increase seems reasonable. compared to past results? Relevant We rely heavily on youth volunteersR Why does this matter to your to staff our activity rooms. organization? Time-Based By the end of the year.T Over what time frame will you achieve this goal?
  • St. Mary’s County Public Libraries, Youth Services/Social Media Your Goal Increase viral views on Facebook* Specific Average viral views rise from 1 toS How will you know you‟ve succeeded in 10 your goal? Measureable Facebook insightsM How will you measure your success? Achievable Yes, based on other similarA Are your specific benchmarks realistic organizations compared to past results? Relevant Word of mouth marketingR Why does this matter to your organization? Time-Based 1 yearT Over what time frame will you achieve this goal? Source: Participants in 3/6/2013 workshop
  • University of North Texas College Library MLS Degree Program Your Goal Improve recruitment efforts for MLS* program; broader/more diverse/younger audience Specific 20% increase in applicantsS How will you know you‟ve succeeded in attracted through social media your goal? method Measureable Applicant #s; ask how did you hearM How will you measure your success? question on application Achievable Yes, not currently doing socialA Are your specific benchmarks realistic media outreach compared to past results? Relevant Enrollment is down, especially inR Why does this matter to your these target audiences organization? Time-Based Incoming class of 2014T Over what time frame will you achieve Source: Participants in 3/6/2013 workshop this goal?
  • +  YourSMART goal does not need to include specificity about HOW you will do this.  YourSMART goal focuses on the resultsNote: you want to see, when, and why.
  • Your Goal* SpecificS How will you know you‟ve succeeded in your goal? MeasureableM How will you measure your success? AchievableA Are your specific benchmarks realistic compared to past results? RelevantR Why does this matter to your organization? Time-BasedT Over what time frame will you achieve this goal?
  • Ongoing Goals Campaign-Specific Goals Keep your supporters updated  Build excitement prior to an event Disseminate information about  Make an event accessible online a topic  Build a community around an Build a community around a event topic  Get people to take a particular Brand your staff as experts action Get constituents to talk to one  Gather photos and videos from another supporters Understand what people are  Recruit new members or patrons saying about you  Solicit donations Get feedback  Recruit volunteers Connect with other like-minded  Support a particular group of organizations members, volunteers, etc. Develop relationships with a target audience Inspired by: The Nonprofit Social Media Decision Guidec
  • Source: digitalengagementframework.org
  • + Values What do we stand for? What are our guidelines and principles? How would you describe the personality of your organization or social media efforts? Inspired by: digitalengagementframework.org
  • + Ambition What do we want to be known for? What might you want your audience to say about how your program impacted them? Inspired by: digitalengagementframework.org
  • + 2Are your social media practicesengaging online communities to theirgreatest potential?
  • + The 3 Elements of Social Media Success Social Media Community Measurement Management Content Creation Source: Know Your Own Bone (colleendilen.com)
  • +  Facebook  Flickr  Foursquare  InstagramPlatformLineup  Pinterest  Tumblr  Twitter  Vine  YouTube
  • + Arts Organizations Libraries 0 20 40 60 80 100 99Facebook 89 74 Twitter 46 67 YouTube 38 38 Flickr 35Sources: “Arts Organizations and Digital Technologies,” Pew Internet (2013); “Social Media, Libraries, and Web 2.0” (2012)
  • + Percent of Internet Users Who Use: 0 20 40 60 80 100Any social networking site 67 Facebook 67 Twitter 16 Pinterest 15 Instagram 13 Tumblr 6 Source: “The Demographics of Social Media Users,” Pew Internet (2013)
  • + Audiences
  • + Audience Opportunities  Social media helps institutions to garner broader audiences while communicating conveniently with existing ones.  As marketing budgets shrink, museums are relying heavily on the immediacy and inexpensive nature of social media platforms to attract and retain members. Source: NMC Horizon Report: 2012 Museum Edition
  • + Audiences Who do you currently reach and/or serve well? Who are you not reaching and/or serving well? Inspired by: digitalengagementframework.org
  • + Activity Who are your audiences for your SMART goal?
  • + Who do you want to reach? Volunteers Senior citizens Families Partners Potential donors Members Event attendees Press Experts Students Youth Visitors
  • +
  • + Activity Audience member social networking profile
  • + Name Age Bio Interests Social networks Technology Inspired by: digitalengagementframework.org
  • Source: Participants in 3/6/2013 workshop
  •  Based on social media+ listening, what existing interests or beliefs can we tap into to reach our audience?  What will encourage our audience members to moveQuestions to toward our goal?ask yourself  Who influences this audience?  What can we do to gain their support?  What is the best way to listen to them? To reach them? To engage them in conversation? Inspired by Minnesota Historical Society Social Media Strategy Worksheet
  • + Patrons want “Ask a Librarian” online service Especially African-Americans, Hispanics, smartphone owners, 75% of people under 65 Source: Library Services in the Digital Age, Pew Internet (2013)
  • + Key Audience: Influencers  Museums are good at this in terms of traditional media outreach…  …butwhat about influential bloggers, Pinners, tweeters, etc?
  • + Content
  • + Assets What are the things our organization has to offer? What, specifically, makes us special? What do you most like to show visiting family members or colleagues? Inspired by: digitalengagementframework.org
  • + Outreach . How will we connect with the audience? Asset Audience . How will we make the asset engaging? Engagement Inspired by: digitalengagementframework.org
  • + Outreach Engagement Determine your Try to make your audience, where they target audience can be reached and enthusiastic about which assets you will one or more of your assets. use to connect with them there. How can you turn them into advocates Think online and so they share their offline. enthusiasm with others? Inspired by: digitalengagementframework.org
  • +  Where does this audience go (online and offline)?  Which asset might this audience be mostQuestions to interested in?ask  How will you use the asset to connect with the audience? Inspired by: digitalengagementframework.org
  • + Platforms
  • + Twitter
  • + Pinterest
  • + BTS, BTS, BTS
  • +
  • + Getty Museum Write the Opening Line to Vermeer‟s “Lady in Blue” Source: The Getty Iris
  • + Tumblr + Twitter Source: NYPL Tumblr
  • + Activity What platforms will you use to help achieve your SMART goal?
  • + Platforms Platform Priority What will you do on (high, medium, low) this platform? Your blog/website Facebook Twitter Instagram* Pinterest YouTube Flickr Tumblr *Note: No federal-compatible Terms of Service yet Approved Terms of Service agreements: http://ow.ly/irTKC Inspired by: digitalengagementframework.org
  • + Content Strategy
  • + Activity Write down a joke, anecdote, trivia fact, etc.
  • + Activity If you get a card you like, initial it and pass it on. Otherwise, hold on to it. If you REALLY like something, copy it onto a new card and pass it along.
  • + What characteristics might make content spread virally?  Surprising  Clever  Topic is of interest to me  Not boring p.s. Hat tip to idfive for this activity
  • Source: Nonprofit Marketing Guide
  • + Content Types Desired Behavior Respond •Questions & polls •Fill in the blank •Caption contests •Calls for photo/video/text submissions Share •Shareable images •Call to action should include the word “share” or “retweet” etc. •Request to tag your friends Like •Timely, relevant •Funny, moving, or inspirational •Photos and videos
  • + Types of Content We All Love  Content that makes us laugh (or happy)  Add some insight into the mundane things that are sometimes funny in our lives. See: The Oatmeal.  Contentthat teaches us how to do something very specific  Tutorials, actionable advice  Content that reveals “secrets”  Behind the scenes!  Content that tells us a story  You like it when people talk to you directly, don‟t you? Inspired by Gregory Ciotti, Sparring Mind
  • + Types of Content We All Love  Content that satiates our topical passion  Long, in-depth content for audience with a huge passion  Example: 3 hour Hardcore History podcast on The Dark Ages of Eurasia  Content that challenges our assumptions  Find an assumption that people have in your niche (or in general). Find data, examples, or life experience that really puts forwards a good case as to why those assumptions are wrong.  Content that visualizes information  Infographics, shareables, slideshows Inspired by Gregory Ciotti, Sparring Mind
  • + Bottom Line:  Whatdo people want to know? What motivates them?  Howcan you enrich and serve their questioning?  How can you develop understanding through dialogue with people? Inspired by The Learning Planet
  • + Identifying content opportunities  Are there existing assets that can be repurposed to answers questions your fans are asking? Live events, email newsletter, exhibition interactives, stories in traditional media, print assets?  Use a calendar to fill in activity by day.  Set aside daily time for responding to mentions, commenting on blogs and generally being part of the conversation  Clearly identify areas of responsibility Inspired by Spredfast
  • + Content calendars  Yearly/Quarterly:List of big events, holidays, etc. and assets that need to be created  Daily: For each platform create a tableDate Time Message Link Image (EST)3/6 6pm Hot off the press! Slides from http://danamus.es WebWise #socialmedia workshop
  • + Voice and Tone  Your content‟s personality helps users identify whether they like you, understand you, and trust you.  Your website might use the same corporate voice outlined by your communications or other department; or it might not.  What do you want your specific project to sound like?  What about multiple authors/voices?  Itshould sound like the people in charge of the different channels are talking to each other, but the messages shouldn‟t be identical. Inspired by: The Nonprofit Social Media Decision Guide
  • + Social Content: Striking the Right Balance Source: The Nonprofit Social Media Decision Guide
  • + Activity Create a list of up to 5 contrasting values that help illustrate the tone and voice qualities you‟re recommending. For example, “clever, not cutesy” or “professional, not academic.”
  • + A note on cross-promotion  On Facebook, try to keep activities within the platform whenever possible  This is true for Facebook ads, especially.  Twitter,Pinterest, etc. users are used to linking off the site
  • + 3How do you know if you areachieving your goals?
  • + Two Models Avinash Little Old Me Kaushik • Conversations • Influence • Amplification • Engagement • Applause • Relationships • Effort
  • + AvinashKaushik Conversation, Amplification, Applause
  • + Conversation Rate #of Audience Comments (or Replies) Per Post  “A highconversation rate requires a deeper understanding of who your audience is, what your brand attributes are, what you are good at, what value you can add to your followers and the ecosystem you participate in.” Source: Occam‟s Razor
  • + Amplification Rate  the rate at which your followers take your content and share it through their network. # of Retweets Per Tweet # of Shares Per Post # of Share Clicks Per Post (or Video)  Measurewhat pieces of content (type) cause. Understand times and geo location, etc.  Do more of that! Source: Occam‟s Razor
  • + Applause Rate # of Favorites Per Post # of Likes Per Post Source: Occam‟s Razor
  • + Conversation, Amplification, Applause Truesocialmetrics.com
  • + Influence, Engagement, R elationships, Effort Twitter for Museums “Measuring, Analysing, Reporting”
  • +  Goals:  Awareness  Message amplification  Reach  Visibility  Evidence:Influence  Are you generating buzz?  Building brand awareness? Source: Twitter for Museums
  • +  Goals:  Conversation  Exchange  Interaction  Participation  Evidence:Engagement  Are you being a good conversationalist?  Are you collaborating with your audiences?  Are you answering their burning questions (or they yours)? Source: Twitter for Museums
  • +  Goals:  Loyalty  Satisfaction  Being human  Evidence:  Are you buildingRelationships relationships with key audiences?  Are you able to solve problems and satisfy people (not just your followers) Source: Twitter for Museums
  • +  Goals  Making the most of the time and human resources you put towards social media  Evidence:Effort  Areyou being efficient and effective? Source: Twitter for Museums
  • Example Goals Example MeasurementsInfluence •Build awareness •Followers •Establish yourself as an expert on a •Retweets topic •Clicks (Web traffic) •Disseminate news •Drive traffic to your website or blogEngagement •Elicit feedback •Mentions •Collaborate with your audiences •Replies/comments •Pick up new ideas •Conversation ratio •Foster appreciation of your collections (mentions:posts) •Provide answers •Behavior of Web visitors •Shape the conversation from social sitesRelationships •Convey that the museum is •Sentiment approachable and accessible •Recommendations/lists •Share your museum‟s #1 asset: the •Favorites smarts and passion of your staff •Unfollows •Build better relationships with key •Anecdotal evidence audiencesEffort •Increase efficiency and effectiveness of •Time spent on new content staff time spent •Time spent engaging with followers •Output (totalSource: Twitter for Museums posts/responses)
  • + The Relationship Onion Source: Twitter for Museums
  • + Example: #SITweetUp
  • + Audience Research  What are the audience‟s expectations? Are they being met?  Who are they? Collect demographic data as well as information about whether they are members, donors, etc.  How have the museum‟s social media efforts influenced perceptions?  What kind of follow-up actions have been taken (e.g., visited the museum, made a purchase, became a member)? Do these actions have any relationship to exposure on social media? Source: Twitter for Museums
  • + #SITweetup Source: Erin Blasco
  • + #SITweetup Source: Erin Blasco
  • + #SITweetup  What motivated them to attend? 100% were interested in going behind the scenes. 86% were interested in meeting museum experts/curators.  100% learned something new  Did the tweetup improve your opinion of the Smithsonian? 86% strongly agreed  What was surprising to you?  Just how blown away I was at curators knowledge and passion for their collections.  I loved that we were able to interact so freely with the curators. It was a great look inside a career very different than mine, and I got a big kick out of it.  The curators passion and dynamism in bringing events to life and the ways in which participants built pathways/webs of knowledge/information through personal observations and scaffolding tweets  The enthusiasm the curators showed towards the participants. They are obviously passionate about their work and seemed to relish the opportunity to share that with us.  The encouragement of the staff that we share our experience via twitter or instagram. I had such a great reaction with my twitter and facebook network, particularly sharing photos. Source: Erin Blasco
  • + Activity Jot down a few kinds of metrics you‟d like to gather for your SMART project or your social presence in general
  • + Additional Tips
  • + HowTo.gov Framework  Breadth  Return Community  Community Size  Community Growth  Customer  Depth Experience  Sentiment  Conversions  Indicators  Viewing  Survey Feedback  Direct Engagement  Campaigns  Engagement Volume  Engagement  Strategic Outcomes Responsiveness  Loyalty
  • + A word of caution: be human  JosephJaffe, president of new media shop Crayon, warns of the danger in looking at your social strategy as a checklist:  “Thiscan put too much emphasis on tangible metrics like the size of their Twitter and Facebook followings, losing sight of more important intangibles, like expressing empathy, listening and acting human.” Source: AdWeek
  • + Establishing a culture of measurement
  • + What should you measure?  Do you have the ability to affect the measurement? Is it something you could change through your actions?  Ifyou were to measure this, how many people in your organization would care?  To what extent would seeing a measurement for this help you improve your organization?  To what extent would your org‟s actions quickly result in a change to the measurement? Inspired by : Getting Started with Data-Driven Decision-Making: A Workbook, NTEN
  • + What/Who/How  Whatare the sources of data and who has access to them?  How is this data entered into a tracking system? Who does it? Where is it stored?  Whoanalyzes the data? Who distributes it? Who is in charge of this whole process? Inspired by : Getting Started with Data-Driven Decision-Making: A Workbook, NTEN
  • + Define a process for using metrics to make decisions Source: Getting Started with Data-Driven Decision-Making: A Workbook, NTEN
  • + MCN Pro Workshop Social Media Engagement: Defining & Measuring Success Wednesday, May 8th, 2013 11:30 am - 2:00 pm ESTShout out http://mcnpro.org/sessions/work shop-3/ Presenters: Jane Finnis and Sebastian Chan
  • + 4How can you take your social mediainitiatives to the next level?
  • + Content Analysis
  • +Photos perform best onFacebookGet the most total likes, comments, shares
  • Photos and videos are king 56% of internet users do at least one of these creating or curating activities 32% do both Source: Photos and Videos as Social Currency Online, Pew Internet (2012)
  • + Deep dive into Facebook Photos get the most likes on Facebook
  • + Deep dive into Facebook But text posts get the most comments (followed by photos)
  • + Deep dive into Facebook Photos dominate shares, followed by videos.
  • + Deep dive into Facebook Content posted later in the day (ET) gets more likes and shares. Likes peak at 8pm.
  • + Deep dive into Facebook Shares peak around 6pm ET.
  • + Deep dive into Facebook Posts published on the weekends receive a higher like percentage.
  • + Frequency guidelines Source: Spredfast
  • + Not all image sharing is the same On Pinterest, use:  High quality images  Compelling, original images Source: Curalate
  • + Content Analysis Review all of your content analytics by month or quarter and analyze commonalities between un/popular content  Twitter:  Most/Least:  Retweeted  Clicked  @Replied  Favorited  Facebook:  Most/Least:  Likes  Comments  Shares  Ratios: % of fans engaged with each content type
  • + Not all metrics are created equal You should weight metrics based on your goals  Creating advocates?  Shares and retweets are your most valuable metrics  Engaging in dialogue with a community  Comments and @replies are most valuable metrics  Reach?  Page likes and followers are most important metrics
  • + More Tips from the Pros
  • + Paid-Earned-Owned Mix  When to use paid media to support social efforts  Just like how traditional + social together produce better results  Start paid campaigns on Twitter and Facebook before to gain new fans/followers  Use promoted posts/promoted stories/ads during the life of the campaign
  • + Social Sharing Buttons  Includeboth follow and sharing type buttons on your website  Make sure they show up on your mobile site
  • + Segmentation  Wheneverpossible, avoid forcing your fans to see messages that aren‟t relevant to them  ForTwitter ads, you can segment by location, interests, etc.  Don‟tforce your non-local followers to listen to your tweets about local events they can‟t attend  On Facebook, you can segment your posts by location, language, age, etc.  You don‟t need a separate Facebook page to have a bi-lingual audience
  • + Emerging Platforms
  • +  Audiences:  How is our target audience using this platform?  Content:Key Questions  How easy will it be for youfor New to produce the necessaryPlatforms content?  Expertise:  How easy will it be for you or the right staff members to get up to speed? Maintain?
  • + Vine (6 second tweetable videos)
  • + Indiegogo (Crowdfunding)
  • + Google+ Hangouts (live video events)
  • + Wikipedia Citation Code Source: Fresh + New(er)
  • + Tumblr
  • + Reddit Source: danamus.es
  • + Organizational Models
  • + Contractor Cross- Beat reporter Models departmental team Dedicated staff coordinator Source: Museums and the Web 2011
  • + Centralized Distributed  Objectivity  Closer to subject matter  Sustainability and expertise commitment  More and varied perspectives  Deep knowledge of toolset  Empowering more and opportunities individuals can lead to faster  Cohesiveness and voice response to timely events  Evaluation and  Can handle more platforms optimization and higher number of posts  Con: No one takes responsiblity Source: Museums and the Web 2011
  • + Center-Edge Model  Center is a small group of experts that:  Ratify, communicate, and commit decisions  Make decisions and implement policy-making, training, and oversight  Help Edges connect with each other  Transparency and collaboration critical  Mustbreak through traditional layers of review  Empower those closest to the content Source: Museums and the Web 2011
  • + Social Media Coordinator‟s Checklist for Garnering Trust with Colleagues  Judgment  Diligence to correct details, spelling, and grammar  Transparent  Collaborative  Cheerleader for others, constantly looking to get others involved  Leadership must recognize in-house social media experts, plan for sustainability, facilitate quicker/more flexible ways of working Source: Museums and the Web 2011
  • + Tips for Training Edge Staff  Not just about:  tools  multimedia production  technical and editorial process  Also about  museum communications strategies  clear and concise writing  how to make judgment calls about appropriateness for audience, mission, and values of the organization Source: Museums and the Web 2011
  • + Recommended Reading
  • + Key Blogs  Know Your Own Bone (colleendilen.com)  Example post: The Importance of Social Media in Driving People to Your Museum or Visitor Serving Nonprofit (DATA)  Edgital (edgital.org)  Example post: How to Run a Great Museum Ed Twitter Feed: @MoMALearning  Engaging Museums (danamus.es)  Example post: Holocaust Museum invites Redittors to ask them anything!
  • + More Blogs  DefiningOpen Authority (historyqt.tumblr.com)  @MarDixon(mardixon.com)  Open Objects (openobjects.blogspot.com)