Evaluating Social Media: American Association of Museums (AAM) 2010

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How to navigate a sea of social media technologies and begin to measure success. This presentation explores planning for implementation, developing metrics, defining success, measuring costs and …

How to navigate a sea of social media technologies and begin to measure success. This presentation explores planning for implementation, developing metrics, defining success, measuring costs and benefits, and applying lessons learned to other online and offline efforts.

Dana M. Allen-Greil - National Museum of American History

Angelina Russo - Associate Professor, Swinburne University Faculty of Design

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  • The –RT is better than just the mentions column because it filters out RTs.


  • 1. Evaluating Social Media
    We’re here to talk about:
    navigating sea of social media technologies
    planning for implementation
    developing metrics
    defining success
    applying lessons learned to other online and offline efforts
  • 2. Your conversation influencers
    Dana Allen-GreilNew Media Project Manager, National Museum of American History@danamuses
    Angelina Russo, Ph.D.Associate Professor, Swinburne University@artech05
  • 3. Angelina Russo, PhDAssociate Professor, Swinburne University
    Angelina Russo leads the ARC research project Engaging with Social Media in Museums at Swinburne University,  which brings together three Australian museums and the Smithsonian’s Cooper Hewitt National Design Museum to explore the impact of social media on museum learning and communication. Between 2005 & 2008 she led the research project New Literacy, New Audiences which examined the development of user-generated content in collaboration with six major Australian cultural institutions.
    In 2006 Angelina received the prestigious Queensland Premiere’s Smithsonian Fellowship and in 2007 an Australian Postdoctoral Fellowship. Angelina holds a Bachelor of Design in Human Environment Design from University of South Australia and a PhD in Architecture and Design from University of South Australia.
  • 4. Dana Allen-GreilNew Media Project Manager National Museum of American History
    Dana manages a range of new media projects including online exhibitions, e-mail newsletters, interactive kiosks, mobile interpretation, online fundraising campaigns, blogs, social media strategies – you name it.
    Projects she’s most proud of include: the “O Say Can You See?” blog (for which she’s managing editor); the Smithsonian’s first YouTube contest (a national anthem singing competition); and the major redesign of the museum’s Web site in 2005.
    She’s fascinated by the possibilities of Twitter, and has recently contributed two chapters for the book, Twitter for Museums.
    She teaches the graduate course, “Museums and Technology,” at The George Washington University.
  • 5. This is going to get social…
    Tweet using hashtag #aamSocial(Note: conference hashtag: #aam10)
    Text to 202.550.9095
  • 6. What is your biggest social media challenge?
    Send a tweet to @pollwith the message
    “26514 + your answer”
    Send a text to 22333with the message
    “26514 + your answer”
  • 7. Sticky
    Museum Matter
    Presentation to
    American Association of Museums
    23 May 2010
    Associate Professor, Angelina Russo, PhD
  • 8. Reflections on social media
    Can we connect across typologies?
    Collaborations across the sector are vital
    Enable audience to develop a sense of national stories
    how do audiences translate and use materials at a local level?
  • 9. Reflections on relevance
    big issues of today – whose problems are they?
    Build visibility of holders of research data, researchers, technologists – a network of different skill-sets
    There need to be many paths for describing data
  • 10. Reflections on audience
    Need to know who you are trying to reach
    A clear value proposition (what's in it for them?)
    Social media provides transparency - builds on goodwill
  • 11. Relevance
    Connecting with relevant issues
    Working with audiences
    Measurements of success
  • 12. Listening
    through aggregation sites like Google Alerts, RSS feeds etc. for topics which are sticky
  • 13. Identification
    Identify sticky issues
    From what standpoint can the museum discuss?
    How can this discussion add value to the community?
  • 14. Taking a stand
    Statement either through an internal or external blog/ radio/ tv
    Interview/ youtube video - some form of media that connects this issue with the museum for audiences
  • 15. Communication
    Dissemination re-distribute through multiple social media sites (Facebook, Ning, Twitter, broadcast tools etc) and you capture the interest through Listening (Google Alerts etc).
  • 16. Demonstrating Relevance
    Now you have a form of front end evaluation for topics which are of interest to the public and which you as a museum can contribute to and add value to.
  • 17. Innovation
    model where different individuals can contribute where they feel most comfortable
  • 18. Making museums relevant to the entire community…
    Desiree Rogers
  • 19. Next steps…
    Identify potential projects
    Experience: multi-platform design & scientific communication (end-to end program which captures imagination, curiosity and illustrates relevant issues)
    Engagement: co-created content, multiple channels (blog, game, physical exhibit)
    Environment: flexible practices, organisational management (exhibition scheduled due to public interest)
  • 20. Engagement
    what type of engagement you are hoping to achieve based on the issue
  • 21. Environment
    what resources do you have available to you?
    Independent content creators
    Other organisations
  • 22. Audience engagement
    Content creators as beacons of cultural production
    Situate creators as leaders in their field
    Give voice to end-users
    New networks
    Potential engagement in pilots and/or cultural prototypes
  • 23. Experience
    not everything has to end in an exhibition and/or website.
  • 24. Creating a discourse
    agility in responding to issues is sometimes more (or at least just) as valuable than scheduling an exhibition.
  • 25. Evaluation
    decide upfront what your measures of success will be for each experience.
  • 26. Coordination
    Delegate ownership across the museum; the coordination needs to be led by someone.
  • 27. How good are you at this whole social media thing?
    We’re good!
    We’re great!
    We’re learning!
    We stink.
    Find tweet from @danamuses and click link to poll
    or use this URL: http://twtpoll.com/ykz916
  • 28. How good are you at this whole social media thing?
    We’re good!
    We’re great!
    We’re learning!
    We stink.
    “If you chose anything except #3, you’re wrong.”
    -Jim Sterne, Social Media Metrics
  • 29. Evaluating Social Media: A 6 Step Process
    See “Measuring, Analyzing, Reporting” in Twitter for Museums for details.
  • 30. 1. Listening
    They say brilliant conversationalists are actually really just great listeners…
    What are people saying about you?
    What aren’t they saying but you wish they were?
    Flickr photo by vagawi
  • 31. Basic: Searching on Twitter
  • 32. Fancy: HootSuite columns
  • 33. Search for:
    Your museum’s name (including abbreviations and variations)
    Exhibition titles
    Key objects (e.g., “ruby slippers”)
    Your topic focus (e.g., Holocaust history)
    Places to search:
    Social Mention
  • 34. The virtual tour you always wish you had? YouTube
  • 35. A keyword goldmine: del.icio.us
  • 36. The image you want to portray? Flickr
  • 37. Search as conversation
    When people arrive at your site from a search engine, they are looking for something in particular and are communicating their intent.
    When people search for something on your site they are communicating their inability to find it through your navigation.
    -Jim Sterne, Social Media Metrics: How to Measure and Optimize Your Marketing Investment
  • 38. RSS feeds are your friend!Google Reader Play
  • 39. Create a listening post
  • 40. Create a “Makeshift Twitter Archive”
    Categorizing by a human (time intensive but valuable)
    • Bookmark tweets in delicious using Firefox Bookmark Add-on and tag them (can also then be sucked out as RSS for other uses; can also track blog posts, photos, videos, etc. this way)
    Passive collection
    • Use a 3rd party notification tool (e.g., TweetBeep) and have it send alerts to Gmail (highly searchable).
    • 41. Create a TweetScan Twitter Backup (CSV or HTML export).
    See “Using Twitter for Research” by Beck Tench in Twitter for Museums
  • 42. What Twitter lists say about you
  • 43. Defining success
    “Success in social media is not found in how many people got your message; it’s found in how many people thought your message was remarkable.”
    -Jim Sterne, Social Media Metrics: How to Measure and Optimize Your Marketing Investment
  • 44. 2. Benchmarking or Where are you now?
    Your “baseline” is your line in the sand.
    @ replies and retweets
    Clicks to your Website coming from social media
    Search engine rankings for key terms
    Flickr photo by Egan Snow
  • 45. Where are your peers?
    Benchmarks help you understand where you are in relation to something else. They are points of reference, standards by which your efforts can be measured or judged.
    Flickr photo by JACoulter
  • 46. Finding your peers: GraphEdge
    Who else is your audience listening to?
    GraphEdge presents a list of other users ranked by what percentage of your followers also follow that account.
    For each peer on your shortlist take a look at their follower numbers, how actively they're tweeting, etc.
    Capture only the details you want to focus on in your own efforts.
  • 47. Putting it into practice
  • 48. Short term
    Directing visitors to your collection
    Responding to topical issues in simple ways, ie: twitter
    • Raising awareness of events which relate to this issue
    Linking existing programs/events to topical issues ie: facebook
  • 49. Medium Term
    In-depth analysis of topical issues of the day
    blog postings which give historical context to important issues
    • Engaging in conversations on reputable sites
    Demonstrating relevance by referring existing conversations to your collection (ie: blogs, wikis)
  • 50. Long Term
    • Between your organisation and public
    • 51. Your onsite and online activities
    • 52. Your collection and public interests
  • Experience
    This one is relatively easy.
    Most organisations have determined what they want
    Find out what your organisation aims for and work with that!
  • 53. Environment
    This one is trickier…
    it’s about looking at what you currently do and how you can connect the dots so that your online and onsite experiences match up!
  • 54. Engagement
    This one is the most contentious. It regularly produces
    a cold sweat in management
    resounding indifference in many staff
    discussions re: the authority of the organisation
    a desperate call for more resources
    A look of hopelessness and despair
  • 55. Evaluation
    Increasingly, evaluation needs to occur in two parts. One is relatively easy, the other more laboured…
    Tracking of metrics – whether using free or commercial services
  • 56. Evaluation
    Active strategy of research to find out
    What are others saying about democracy?
    Where they are saying it?
    What you can contribute to that discussion?
  • 57. What do you need to make this happen?
    The most common response is…
    Senior management buy-in
  • 58. But there’s more!
    from top down and bottom up
    between departments and individuals
    with what matters to the public
    To achieve the policy aims
  • 59. 3. Setting goals
    Where do you want to go?
    What is your definition of success?
  • 60. Goals?
  • 61. Consider not
    “What can I do with social media?”
    “How can social media help me achieve the museum’s mission?”
  • 62. Ask:
    “What is unique about social media?”
    and, more importantly, “What can I bring to social media that is unique?”
  • 63. What is your #1 social media goal?
    Tweet using hashtag #aamSocial
    Text to 202.550.9095
  • 64. 4 & 5. Measuring and Analyzing
    What data should you collect?
    How should you collect it?
  • 65. 100 Ways to Measure Social Media
  • 66.
  • 67. You want to do the least amount of work needed to gain actionable insights.
    You want to spend your time acting, not analyzing.
  • 68. Who will find this chart useful?
  • 69. Input
  • 70. Response
  • 71. Where to measure
  • 72. “Lamest measure of success”: followers
    Measuring followers or fans is simply a measure of input
    Doesn’t focus on customer behavior or outcomes
    Instead use:
    Klout: Inbound Messages per Outbound Message (conversation rate)
    Are you shouting or having a conversation?
  • 73. Success vs. Awareness
    “Follower numbers, like website traffic statistics, don’t necessarily represent success, but can be used as a rough measurement of public awareness of your account and potential influence.”
    See Zambonini
  • 74. Content analysis
    Perform a content analysis—use a random sample or a full set from a small time period and categorize them.
    Message type
  • 75. Focus on the “critical few”
    Separate the need to know from the nice to know or you’ll be buried in data
    Avoid analysis paralysis
    See Avinash Kaushik http://www.newcommcollaborative.com/knowledge/877-exploring-social-media-analytics-with-avinash-kaushik
  • 76. 6. Actionable reporting
  • 77. REVISIT: What is your biggest social media challenge?
    Send a tweet to @pollwith the message
    “26514 + your answer”
    Send a text to 22333with the message
    “26514 + your answer”
  • 78. Challenge: Transparency
    Be human
    Post a link to your comment or social media policy
    Identify who is behind your accounts
    Be sincere
    Be willing to listen
    Be willing to respond and make changes
    Be agile
  • 79. You’re only human (born to make mistakes…)
  • 80. A “very crowded cocktail party”
    Catch up with old friends
    Meet new people
    Introduce people to one another
    Make connections
    Share information
    Strengthen ties
    Your network of fans are visible to one another
    See Elizabeth Stewart, Twitter for Museums
  • 81. Do you sound like a human?
    What department or person in your museum is currently responsible for social media? Are these the right people for the job?
    Tweet using hashtag #aamSocial
    Text to 202.550.9095
  • 82. Convincing the skeptics
    How will these new tasks impact their already busy jobs? (I’m afraid it will take too much time!)
    What will the quality be like since resources are at a premium?
    Will it distract from the museum’s core tasks?
    See “Confessions of a Long-Tail Visionary” and “Clearing the Path for Sisyphus” by Jeff Gates in Twitter for Museums
  • 83. Convincing the skeptics
    What is the most common push-back you get from colleagues in trying to adopt social media practices?
    Tweet using hashtag #aamSocial
    Text to 202.550.9095
  • 84. The future (is now?) . . . Integrating social media
    Is the museum Web site dead?
    Incorporating your social media into your existing site—a good idea?
    Applying social principles to your site (online and in the building)
  • 85. A few resources
    Mashable, “world’s largest blog focused exclusively on Web 2.0 and Social Media news,” www.mashable.com
    Social Media Today, “moderated business community for the web's best thinkers on Social Media and Web 2.0,” www.socialmediatoday.com
    SmartBrief on Social Media, “the best news and insights on the business of social media,” www.smartbrief.com/socialmedia
    Beth Kanter's blog, How Nonprofit Organizations Can Use Social Media to Power Social Networks for Change, http://beth.typepad.com/
  • 86. A few tools
    Google Alerts
    Technorati Authority
    Social Mention
    Twitter Sentiment
    Wefollow (find topic-based people)
    Google Analytics
    Facebook Insights
    YouTube Insights
    Flickr Statistics
    Nielsen BuzzMetrics
    Omniture SiteCatalyst
  • 87. Contact
    New Media Project ManagerNational Museum of American History
    Dana Allen-Greil
    Twitter: danamuses
  • 88. Contact
    Associate Professor
    Angelina Russo, PhD
    Twitter: artech05
  • 89. Join the conversation