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Social Media and Archaeology
Where Does It Fit and Why Should We Participate?
Terry P. Brock - The Montpelier Foundation - @brockter
Lynne Goldstein - Michigan State University - @lynnegoldstein
What are Social Media?
What are Social Media?
Digital tools that allow people to create and share
information, collaborate on a common effort, or build
relationships.
Social Media are often…
Social Media are often…
1. Multi-Way: Many Sources to Many Receivers
Social Media are often…
1. Multi-Way: Many Sources to Many Receivers
2. Mobile
Social Media are often…
1. Multi-Way: Many Sources to Many Receivers
2. Mobile
3. Wide-Reaching
Social Media are often…
1. Multi-Way: Many Sources to Many Receivers
2. Mobile
3. Wide-Reaching
4. Collaborative
Social Media are often…
1. Multi-Way: Many Sources to Many Receivers
2. Mobile
3. Wide-Reaching
4. Collaborative
5. Rely on User Generated Content
Social Media
vs.
“Traditional” Media
Social Media
vs.
“Traditional” Media
1. Engagement vs. Outreach
Social Media
vs.
“Traditional” Media
1. Engagement vs. Outreach
2. Ground Up vs. Top Down
Social Media
vs.
“Traditional” Media
1. Engagement vs. Outreach
2. Ground Up vs. Top Down
3. Multivocal vs. One Way
Social Media
vs.
“Traditional” Media
1. Engagement vs. Outreach
2. Ground Up vs. Top Down
3. Multivocal vs. One Way
4. Direct Access vs. Middle Man
Why a Project Account?
Why a Project Account?
1. Allows for clear focus on project objectives
and goals
Why a Project Account?
1. Allows for clear focus on project objectives
and goals
2. Provides sustainability
Why a Project Account?
1. Allows for clear focus on project objectives
and goals
2. Provides sustainability
3. Maintains professional/personal distinction
Why a Project Account?
1. Allows for clear focus on project objectives
and goals
2. Provides sustainability
3. Maintains professional/personal distinction
4. Easily findable
Why a Project Account?
1. Allows for clear focus on project objectives
and goals
2. Provides sustainability
3. Maintains professional/personal distinction
4. Easily findable
5. Can have multiple contributors
Guidelines for Project Accounts
Guidelines for Project Accounts
1. Establish an institutional voice
Guidelines for Project Accounts
1. Establish an institutional voice
2. Follow established strategy
Guidelines for Project Accounts
1. Establish an institutional voice
2. Follow established strategy
3. Remember who you represent
Guidelines for Project Accounts
1. Establish an institutional voice
2. Follow established strategy
3. Remember who you represent
4. Remember who you’re trying to reach
Guidelines for Project Accounts
1. Establish an institutional voice
2. Follow established strategy
3. Remember who you represent
4. Remember who you’re trying to reach
5. Use consistently
Guidelines for Project Accounts
1. Establish an institutional voice
2. Follow established strategy
3. Remember who you represent
4. Remember who you’re trying to reach
5. Use consistently
6. Consistent brand and design
Where does Social Media fit in
Archaeology?
Where does Social Media fit in
Archaeology?
Engagement with publics you already strive to reach,
but through new ways that are not often possible in
“real life.”
Social Media and Archaeology: Where Does it Fit and Why Should We Participate?
Engagement with…
Public Communities, Visitors, Stakeholders, Volunteers, Descendants
Engagement with…
Public
Funding Sources Granting Agencies, Donors
Engagement with…
Public
Funding Sources
Clients Federal Agencies, Private Clientele, Potential Customers
Engagement with…
Public
Funding Sources
Clients
Government Federal Agencies, SHPO, THPO, Local, State, & Federal Representatives
Engagement with…
Public
Funding Sources
Clients
Government
Educators Teachers, Faculty, Non-Profits, Students
Engagement with…
Public
Funding Sources
Clients
Government
Educators
Researchers Archaeology Colleagues, Historians, Anthropologists, etc.
Engagement with…
Public
Funding Sources
Clients
Government
Educators
Researchers
Your Institution Your Boss, Board, Trustees, Administrators, Other Departments
Engagement with…
Public
Funding Sources
Clients
Government
Educators
Researchers
Your Institution
Journalists Local and National News, TV, Newspaper, Magazines, Online Publications
Engagement with…
Social Media and Archaeology: Where Does it Fit and Why Should We Participate?
In new ways…
Behind the Scenes Show parts of archaeology that are inaccessible otherwise
In new ways…
Behind the Scenes
24-7 Social Media is always on…engage with public when they aren’t visiting the site
In new ways…
Behind the Scenes
24-7
Direct Communication Direct access to archaeologists in “natural habitat”
In new ways…
Behind the Scenes
24-7
Direct Communication
Discuss Process How do we know what we know? How do we do what we do?
In new ways…
Behind the Scenes
24-7
Direct Communication
Discuss Process
Expose the Unseen So much doesn’t make the publication or exhibit…
In new ways…
Behind the Scenes
24-7
Direct Communication
Discuss Process
Expose the Unseen
Joy of Discovery Share moments of discovery with public.
In new ways…
Behind the Scenes
24-7
Direct Communication
Discuss Process
Expose the Unseen
Joy of Discovery
Be Big Small institutions can make meaningful impact with social media
In new ways…
Behind the Scenes
24-7
Direct Communication
Discuss Process
Expose the Unseen
Joy of Discovery
Be Big
Raise Money Crowdsourcing, leveraging followers can lead to contributions
In new ways…
Behind the Scenes
24-7
Direct Communication
Discuss Process
Expose the Unseen
Joy of Discovery
Be Big
Raise Money
Raise Awareness about social issues, legislation, the past, preservation, discipline
In new ways…
Building a Social Media Strategy
Building a Social Media Strategy
Social media for a project or institution is most effective
when it is intentional, planned, and aligned with your
goals.
A Strategy Includes…
A Strategy Includes…
1. Defining Objectives
A Strategy Includes…
1. Defining Objectives
2. Identifying Audience
A Strategy Includes…
1. Defining Objectives
2. Identifying Audience
3. Understanding Content within Context
A Strategy Includes…
1. Defining Objectives
2. Identifying Audience
3. Understanding Content within Context
4. Choosing the Right Services and Tools
A Strategy Includes…
1. Defining Objectives
2. Identifying Audience
3. Understanding Content within Context
4. Choosing the Right Services and Tools
5. Learning the Culture
A Strategy Includes…
1. Defining Objectives
2. Identifying Audience
3. Understanding Content within Context
4. Choosing the Right Services and Tools
5. Learning the Culture
6. Building a Plan
A Strategy Includes…
1. Defining Objectives
2. Identifying Audience
3. Understanding Content within Context
4. Choosing the Right Services and Tools
5. Learning the Culture
6. Building a Plan
7. Making Goals and Assessment
Defining Objectives
Defining Objectives
(Remember your workplan from Day 1?
Your Social Media Strategy should help you achieve it.)
Identifying Audience
Identifying Audience
(Remember the audience you mentioned in your workplan?
Your Social Media Strategy should focus on reaching the same groups.)
Social Media and Archaeology: Where Does it Fit and Why Should We Participate?
More on Audience…
Research their online habits
More on Audience…
Research their online habits
• Do the publics you are trying to reach use social media?
More on Audience…
Research their online habits
• Do the publics you are trying to reach use social media?
• If so, what social media do they use?
More on Audience…
Research their online habits
• Do the publics you are trying to reach use social media?
• If so, what social media do they use?
• Do they use mobile technology?
More on Audience…
Research their online habits
• Do the publics you are trying to reach use social media?
• If so, what social media do they use?
• Do they use mobile technology?
• What type of media do they enjoy (photos, video, etc)?
More on Audience…
Research their online habits
• Do the publics you are trying to reach use social media?
• If so, what social media do they use?
• Do they use mobile technology?
• What type of media do they enjoy (photos, video, etc)?
How to Conduct Research
More on Audience…
Research their online habits
• Do the publics you are trying to reach use social media?
• If so, what social media do they use?
• Do they use mobile technology?
• What type of media do they enjoy (photos, video, etc)?
How to Conduct Research
• Survey the publics you work with
More on Audience…
Research their online habits
• Do the publics you are trying to reach use social media?
• If so, what social media do they use?
• Do they use mobile technology?
• What type of media do they enjoy (photos, video, etc)?
How to Conduct Research
• Survey the publics you work with
• National Surveys - Pew Research Center
More on Audience…
Content and Context
Content and Context
What Content do you have available to share?
What restrictions do you have on your ability to share content?
Social Media and Archaeology: Where Does it Fit and Why Should We Participate?
Content
What forms of media are at your disposal?
Content
What forms of media are at your disposal?
• images
Content
What forms of media are at your disposal?
• images
• video
Content
What forms of media are at your disposal?
• images
• video
• text
Content
What forms of media are at your disposal?
• images
• video
• text
• audio
Content
What forms of media are at your disposal?
• images
• video
• text
• audio
Where is it?
Content
What forms of media are at your disposal?
• images
• video
• text
• audio
Where is it?
• Being gathered from the field
Content
What forms of media are at your disposal?
• images
• video
• text
• audio
Where is it?
• Being gathered from the field
• Processed in the lab
Content
What forms of media are at your disposal?
• images
• video
• text
• audio
Where is it?
• Being gathered from the field
• Processed in the
• In a digital database or archive
Content
What forms of media are at your disposal?
• images
• video
• text
• audio
Where is it?
• Being gathered from the field
• Processed in the
• In a digital database or archive
• on paper, slides, paper maps, printed photos, storage
Content
What forms of media are at your disposal?
• images
• video
• text
• audio
Where is it?
• Being gathered from the field
• Processed in the
• In a digital database or archive
• on paper, slides, paper maps, printed photos, storage
What tools do you have?
Content
What forms of media are at your disposal?
• images
• video
• text
• audio
Where is it?
• Being gathered from the field
• Processed in the
• In a digital database or archive
• on paper, slides, paper maps, printed photos, storage
What tools do you have?
• Technology: smartphones, DSLRs, audio recording, computers, GoPro, Scanner, wifi
Content
What forms of media are at your disposal?
• images
• video
• text
• audio
Where is it?
• Being gathered from the field
• Processed in the
• In a digital database or archive
• on paper, slides, paper maps, printed photos, storage
What tools do you have?
• Technology: smartphones, DSLRs, audio recording, computers, GoPro, Scanner, wifi
• People: photographer, videographer, graphic designer, artist, journalist, writer
Content
Social Media and Archaeology: Where Does it Fit and Why Should We Participate?
Context
What restrictions do you have?
Context
What restrictions do you have?
• Money what kind of budget do you have available?
Context
What restrictions do you have?
• Money
• Time how much time can you spend on a daily and weekly basis on social media?
Context
What restrictions do you have?
• Money
• Time
• Institutional Policies Does your institution have a social media policy? Do they
already have a predefined strategy you have to work within?
Context
What restrictions do you have?
• Money
• Time
• Institutional Policies
already have a predefined strategy you have to work within?
• Privacy Issues Does your content have restrictions relating to privacy?
Context
What restrictions do you have?
• Money
• Time
• Institutional Policies
already have a predefined strategy you have to work within?
• Privacy Issues
• Ethical Concerns do you or your institution have ethical concerns about proprietary
software and services?
Context
What restrictions do you have?
• Money
• Time
• Institutional Policies
already have a predefined strategy you have to work within?
• Privacy Issues
• Ethical Concerns
software and services?
• Tech are you restricted by technological limitations (bandwith, wifi availability, etc)
Context
Social Media Services
Social Media Services
Identify the Services that are out there. Know what they do. Know who
uses them. PLAY.
Social Media and Archaeology: Where Does it Fit and Why Should We Participate?
Social Media and Archaeology: Where Does it Fit and Why Should We Participate?
Social Media and Archaeology: Where Does it Fit and Why Should We Participate?
Social Media and Archaeology: Where Does it Fit and Why Should We Participate?
Social Media and Archaeology: Where Does it Fit and Why Should We Participate?
Social Media and Archaeology: Where Does it Fit and Why Should We Participate?
Social Media and Archaeology: Where Does it Fit and Why Should We Participate?
Social Media and Archaeology: Where Does it Fit and Why Should We Participate?
Audience Content &
Context
Social Media Services
Audience Content &
Context
Social Media Services
Make a Plan
Make a Plan
Establish a systematic plan for posting, scheduling, etc.
Write it down.
Stick to it.
Social Media and Archaeology: Where Does it Fit and Why Should We Participate?
Making a Plan
Objectives list these up front
Making a Plan
Objectives
Audience what groups are you targeting?
Making a Plan
Objectives
Audience
Tools What social media accounts are you using? What tech tools are you using?
Making a Plan
Objectives
Audience
Tools
Content What forms of media are you posting? Which accounts are being used for what?
Making a Plan
Objectives
Audience
Tools
Content
Logistics Who is posting? Where are they posting from?
Making a Plan
Objectives
Audience
Tools
Content
Logistics
Schedule When do posts happen? What content happens when?
Making a Plan
Objectives
Audience
Tools
Content
Logistics
Schedule
Defining Success, Setting Goals Set measurable goals
Making a Plan
Objectives
Audience
Tools
Content
Logistics
Schedule
Defining Success, Setting Goals
Analytics and Assessment Measure and analyze
Making a Plan
Tools
1. social media accounts
Tools
1. social media accounts
2. hardware
Tools
1. social media accounts
2. hardware
3. software
Tools
1. social media accounts
2. hardware
3. software
4. digital services
Tools
Content
1. what content are you using
Content
1. what content are you using
2. where is it getting posted
Content
1. what content are you using
2. where is it getting posted
3. how does it match your objectives
Content
1. what content are you using
2. where is it getting posted
3. how does it match your objectives
4. does it align with your constraints
Content
1. what content are you using
2. where is it getting posted
3. how does it match your objectives
4. does it align with your constraints
5. which audience is it directed towards
Content
Logistics
1. who does what
Logistics
1. who does what
2. what gets posted where
Logistics
1. who does what
2. what gets posted where
3. where do things get posted from
Logistics
Schedule
1. When are things getting posted?
Schedule
1. When are things getting posted?
2. Who is doing the posting?
Schedule
1. When are things getting posted?
2. Who is doing the posting?
3. How are you holding people accountable?
Schedule
1. When are things getting posted?
2. Who is doing the posting?
3. How are you holding people accountable?
4. Automate
Schedule
Social Media and Archaeology: Where Does it Fit and Why Should We Participate?
Social Media and Archaeology: Where Does it Fit and Why Should We Participate?
Social Media and Archaeology: Where Does it Fit and Why Should We Participate?
Social Media and Archaeology: Where Does it Fit and Why Should We Participate?
Define Success, Set Goals
1. What would measurable success look like?
Define Success, Set Goals
1. What would
2. Establish a time frame
Define Success, Set Goals
1. What would
2. Establish a time frame
3. Develop goals
Define Success, Set Goals
1. What would
2. Establish a time frame
3. Develop goals
4. Make them realistic
Define Success, Set Goals
Analytics and Assessment
1. Identify measurement tools
Analytics and Assessment
1. Identify measurement tools
2. Collect Data
Analytics and Assessment
1. Identify measurement tools
2. Collect Data
3. Did you meet your goals?
Analytics and Assessment
1. Identify measurement tools
2. Collect Data
3. Did you meet your goals?
• Yes? Figure out why, build new goals
Analytics and Assessment
1. Identify measurement tools
2. Collect Data
3. Did you meet your goals?
• Yes? Figure out why, build new goals
• No? Figure out why, build new goals
Analytics and Assessment
1. Identify measurement tools
2. Collect Data
3. Did you meet your goals?
• Yes? Figure out why, build new goals
• No? Figure out why, build new goals
4. Did something unexpected happen?
Analytics and Assessment
Social Media and Archaeology: Where Does it Fit and Why Should We Participate?
Social Media and Archaeology: Where Does it Fit and Why Should We Participate?
Social Media and Archaeology: Where Does it Fit and Why Should We Participate?
Examples
Social Media and Archaeology: Where Does it Fit and Why Should We Participate?
Social Media and Archaeology: Where Does it Fit and Why Should We Participate?
Social Media and Archaeology: Where Does it Fit and Why Should We Participate?

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Social Media and Archaeology: Where Does it Fit and Why Should We Participate?