Friends, followers & feedback presentation(2)

Friends, Followers & Feedback
Social Media Policies and Evaluation Tools

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/

What Types of Social Media do You Use In Your Everyday Life?

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!

To provide direction
To ensure consistency
To encourage compliance with internal and external regulations and policies
Why do I need a Social Media Policy?

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?

Key Issues?

Goals & Benefits (Why?)
Target Audience (Who?)
Execution Strategy (What?)
Specific Strategies for each SM tool
(When? How?)
Components of a Social Media Plan

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

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

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

What Do I Use?
www.addthis.com/services

Compare by Country
www.addthis.com/services

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?

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

“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

Hootsuite.com

Engaging Your Audience
How to best approach….

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

Information on Collections
Incomplete information often posted – inviting visitors to add to content
Relevant Articles and News Items
Entices discussion
What should I post?

Q. What type of information do you include in your Online Social Networking?
Chart from Surveymonkey.com

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

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/

Posting Photos on Twitter

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!

3. Twitter as a historic figure – This has been done in the past with success. Try http://twitter.com/wchurchill2010

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.

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!

Are you driving engagement now?How So?

Evaluation Tools
What can you learn?

Analyzing Facebook

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

What can Tweetstats tell you?

Questions?
Join our session Facebook Group to continue the conversation!

Friends, followers & feedback presentation(2)

by Katie Urban on Oct 08, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

Statistics

Friends, followers & feedback presentation(2) — Presentation Transcript