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AHC Social Media Marketing

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Social Media for Museums and Collections

Social Media for Museums and Collections

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AHC Social Media Marketing AHC Social Media Marketing Presentation Transcript

  • SOCIAL MEDIA FOR MUSEUMS AND COLLECTIONS Trevor Beemon
  • WHY USE SOCIAL MEDIA?
    • People are already going to be talking about you online. Why not give them something good to talk about?
    • People are often intimidated by websites, especially complex websites that have large digital collections.
    • These days, people don’t really seek out information. You need to give it to them.
  • WHAT’S YOUR GOAL?
    • What do you want to communicate to your online audience?
    • What kind of content do you want to share (photos, videos, web links, events)?
    • What can you bring to the table that’s different? Exclusive content?
  • FIND A PLATFORM
    • Take your goals and do some research. Which social media platform best serves your needs?
    • If you’re unsure, take different platforms on a test-drive until you find one you like.
    • Popular sites include:
    • Facebook
    • YouTube
    • Twitter
    • Tumblr
    • Flickr
  • CREATE GUIDELINES
    • How often do you want to post? Be realistic.
    • TIP: Give yourself a minimum rather than a set number.
    • Is there a weekly or monthly “series” you could post? Do you have a theme ?
    • Tone ? Do you want your writing to be serious/academic or more relaxed/conversational?
    • Create some fine print. You need to set boundaries for yourself and your online community. Let people know what you expect from them and what they can expect from you.
    • TIP: Share your expectations with Management .
    • Decide who will admin your page. Remember to keep your page secure! Don’t let just anybody post.
  •  
  • PREPARE
    • If you think you’re ready to get started –
    • you’re not.
    • Try to build up a good reserve of diverse topics, stories, photos, and videos you can share.
    • Planning and scheduling tools:
    • HootSuite
    • Tumblr
    • TIP: Scheduling your posts helps keep your messaging consistent.
  •  
  • PREPARE
    • Customize your profile. Use compelling profile pictures, background images, and page descriptions.
    • Look at other pages for inspiration. Don’t just look at other cultural institutions. Look at companies like McDonalds and Walmart too.
    • Use apps to beef up the functionality of your page. Popular apps include:
    • Tabsite
    • Lujure
    • ShareThis
  •  
  • PUT YOUR PAGE TO WORK (30% OF THE TIME)
    • Try to send your readers to your website (when it makes sense).
    • Watch to see what posts and tools your fans use most. Many platforms have built-in analytic tools. You could also use Google Analytics as well as bit.ly links for tracking click-throughs.
  •  
  • MAKE FRIENDS WITH THE NEIGHBORS
    • Find other organizations with a similar mission/interest and strike up a conversation. Odds are their fans will probably enjoy your page too.
    • Do promotions or giveaways. People want to be rewarded for their loyalty.
    • TIP: Check promotion guidelines/rules.
    • Promote your social media site on your regular website (as well as your other social media sites).
  • MAINTAIN/EXPAND
    • Don’t just be a “poster.” Interact with people. Respond to their comments/questions.
    • Don’t be afraid to ask your online community for advice/feedback! Ask them what they like about your site and what you could do to improve it.
  •  
  • DEALING WITH “YOU SUCK”
    • There’s no such thing as a rhetorical question on social media. Be careful what you post.
    • 1% of your online community will be completely unreasonable. Unfortunately, those types tend to be the most active.
    • TIP: Thank people for constructive criticism.
    • Don’t respond to negativity right away. Wait and see what happens.
    • Block when necessary (warn them first).
  • FINAL THOUGHTS
    • If you’re not having fun, and your online community isn’t having fun, then try something different!
    • Don’t get discouraged comparing your page to others.
    • Don’t fight change. Social media is organic and things are always changing. Just roll with the punches and try to have fun!