Friends, followers & feedback presentation(2)

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Friends, Followers & Feedback: Social Media Policies and Evaluation. …

Friends, Followers & Feedback: Social Media Policies and Evaluation.

Nicole Drake and Katie Urban's presentation from the 2010 Ontario Museum Association Conference in Toronto.

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  • Discussion
  • Powerhouse museum – leading social media pioneers – have a higher percentage on collections pages than any other types
  • Managed by the Churchill War Rooms and the Churchill archive and Estate

Transcript

  • 1. Friends, Followers & Feedback
    Social Media Policies and Evaluation Tools
  • 2. We can acquire a sense of who makes up our community
    We can gain more direct information about what people want to see
    We can hear visitor responses and reactions
    We can be more open and accessible
    Can provide a gateway to new audiences
    Talking in the language of our future audience
    Benefits of Using Social Media
    http://westmuse.wordpress.com/2009/09/22/social-media-strategies-for-museums/
  • 3. What Types of Social Media do You Use In Your Everyday Life?
  • 4. Social Media Policies & Guidelines
    Note: Guidelines are approved at the organizational level, and policies are approved at the Board level.
    At a minimum, you should have guidelines for your staff and volunteers to follow!
  • 5. To provide direction
    To ensure consistency
    To encourage compliance with internal and external regulations and policies
    Why do I need a Social Media Policy?
  • 6. Introduction (identify goals, definitions)
    Use of Social Media By Your Organization (including monitoring and feedback)
    Governs use of SM by staff on behalf of the organization
    Personal use of SM by staff (should be in accordance with your HR policy)
    Be in keeping with CRA regulations (i.e. activism or political activity)
    Regular review
    What do I put in my Social Media Policy?
  • 7. Key Issues?
  • 8. Goals & Benefits (Why?)
    Target Audience (Who?)
    Execution Strategy (What?)
    Specific Strategies for each SM tool
    (When? How?)
    Components of a Social Media Plan
  • 9. Facebook will be utilized to do the following:
    Update members with current information about exhibits and events
    Display and share images or video of exhibits and events
    Link to features pages of the website, or to external websites, media coverage, etc.
    Post news items or local information about the museum, its partners or its exhibits
    Example: Specific Strategy for Facebook
    From: Social Media Strategy developed by TDG Marketing for the Brant Historical Society - www.tdgmarketing.com
  • 10. Example (cont.)
    Initial Phase:
    Update existing social media platforms, giving it a consistent look that compliments the website and allows for ease of use for members
    include a prominent link to the museum’s website
    Encourage all staff and guests to join and invite friends and family to join
    Send an HTML advertisement to current contact list inviting them to join
    Trigger discussion by asking thought provoking questions and by responding to member comments
    From: Social Media Strategy developed by TDG Marketing for the Brant Historical Society - www.tdgmarketing.com
  • 11. Example (cont.) 
    Ongoing Phase:
    Increase the amount of information posted through the group allowing for constant interaction with users
    Addition of weekly trivia to keep the interest of users
    Initiate contests to increase interaction
    Add pictures and video
    Update events and exhibits
    Participate in two-way discussions with users
    Create online surveys
    From: Social Media Strategy developed by TDG Marketing for the Brant Historical Society - www.tdgmarketing.com
  • 12. What Do I Use?
    www.addthis.com/services
  • 13. Compare by Country
    www.addthis.com/services
  • 14. Which Social Media platform should I use?
    Tips for Facebook:
    Set up a “Page” and not a “Group”
    Avoid using your personal account to set-up “Page”
    Best option is to set up a second personal account
    Facebook does not allow organizations to have a personal account
    How Do I Get Started?
  • 15. Tips for Twitter:
    Think carefully about your user name
    Decide what/whose voice you will be tweeting as
    Post a series of content before following other users
    Do not follow everyone, but follow anyone you are interested in yourself
    Do include the link to your institution or organization in your profile
    Send a direct message to anyone who follows you thanking them
    This thank you can include a link to your main website
  • 16. “Those who describe their social media efforts as “successful” or “very successful,” are more likely to spend over 30 minutes a day on social media.”
    (Social Media Museum Research Survey conducted by Adrienne Fletcher, Univ. of Florida)
    Work within your limits! It is better to choose one SM tool and do it well.
    Consider using free SM management tools (such as HootSuite or Tweetdeck) to manage all of your accounts from one location.
    How Do You Work Social Media into Your Schedule
  • 17. Hootsuite.com
  • 18. Engaging Your Audience
    How to best approach….
  • 19. It’s Not About Marketing
    You want to create a community with your visitors by interacting and engaging with your audience.
    The marketing will happen
    If you
    Start a conversation
  • 20. Information on Collections
    Incomplete information often posted – inviting visitors to add to content
    Relevant Articles and News Items
    Entices discussion
    What should I post?
  • 21. Q. What type of information do you include in your Online Social Networking?
    Chart from Surveymonkey.com
  • 22. Other Responses…
    1. Current activities of staff
    2. Live tweeting of events and openings
    3. Gallery Store information on new products and services
    4. First person historical anecdotes and stories
    5. Share links to news and media coverage
    6. Post quirky facts and competitions
    7. Posting photos
  • 23. Add pictures - Post pictures of a new exhibition being built, an event or exhibition opening or even objects from your collection.
    Engaging on Twitter
    Sourced in Part: http://www.museummarketing.co.uk/
  • 24. Posting Photos on Twitter
  • 25.
  • 26. 2. Fact of the day – this can be anything associated with your museum. Post this to Twitter with the Hashtag #museumfactmonday and join museums all over the world!
  • 27. 3. Twitter as a historic figure – This has been done in the past with success. Try http://twitter.com/wchurchill2010
    Sourced in Part: http://www.museummarketing.co.uk/
  • 28. 4. Ask a question – Ask you followers something, their opinion, a weekly quiz, etc.
    5. Link to your visitors’ videos and pictures – If you find videos or pictures posted by visitors to your museum link to them.
    6. Talk about what is going on behind the scenes
    7. Retweet– When someone else ‘tweets’ about you. Retweet so all ca see.
    8. Talk to people – Answer peoples questions or comments about your museum and contribute to these conversations.
    Sourced in Part: http://www.museummarketing.co.uk/
  • 29. Twitter Engagement Tips apply to most Social Media platforms
    The best source for new ideas of how to make use of Social Media is browsing the pages of other institutions and getting inspired!
  • 30. Are you driving engagement now?How So?
  • 31. Evaluation Tools
    What can you learn?
  • 32. Analyzing Facebook
  • 33.
  • 34.
  • 35.
  • 36. Much harder to do than Facebook
    Many different tools can be found online
    However, these do not necessarily give you useful information
    Ex. - http://tweetstats.com/
    Analyizing Twitter
  • 37. What can Tweetstats tell you?
  • 38. Questions?
    Join our session Facebook Group to continue the conversation!