Presentation on using social media for archaeology and building strategy for archaeological projects given at The Institute for Digital Archaeology by Terry P. Brock and Lynne Goldstein
Social Media and Archaeology: Where Does it Fit and Why Should We Participate?
1. 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
16. Why a Project Account?
1. Allows for clear focus on project objectives
and goals
17. Why a Project Account?
1. Allows for clear focus on project objectives
and goals
2. Provides sustainability
18. Why a Project Account?
1. Allows for clear focus on project objectives
and goals
2. Provides sustainability
3. Maintains professional/personal distinction
19. 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
20. 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
23. Guidelines for Project Accounts
1. Establish an institutional voice
2. Follow established strategy
24. Guidelines for Project Accounts
1. Establish an institutional voice
2. Follow established strategy
3. Remember who you represent
25. 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
26. 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
27. 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
29. 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.”
45. 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…
46. Behind the Scenes
24-7
Direct Communication
Discuss Process
Expose the Unseen So much doesn’t make the publication or exhibit…
In new ways…
47. Behind the Scenes
24-7
Direct Communication
Discuss Process
Expose the Unseen
Joy of Discovery Share moments of discovery with public.
In new ways…
48. 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…
49. 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…
50. 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…
52. 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.
56. A Strategy Includes…
1. Defining Objectives
2. Identifying Audience
3. Understanding Content within Context
57. A Strategy Includes…
1. Defining Objectives
2. Identifying Audience
3. Understanding Content within Context
4. Choosing the Right Services and Tools
58. 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
59. 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
60. 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
68. Research their online habits
• Do the publics you are trying to reach use social media?
More on Audience…
69. 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…
70. 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…
71. 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…
72. 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…
73. 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…
74. 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…
80. What forms of media are at your disposal?
• images
Content
81. What forms of media are at your disposal?
• images
• video
Content
82. What forms of media are at your disposal?
• images
• video
• text
Content
83. What forms of media are at your disposal?
• images
• video
• text
• audio
Content
84. What forms of media are at your disposal?
• images
• video
• text
• audio
Where is it?
Content
85. What forms of media are at your disposal?
• images
• video
• text
• audio
Where is it?
• Being gathered from the field
Content
86. 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
87. 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
88. 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
89. 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
90. 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
91. 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
95. What restrictions do you have?
• Money what kind of budget do you have available?
Context
96. What restrictions do you have?
• Money
• Time how much time can you spend on a daily and weekly basis on social media?
Context
97. 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
98. 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
99. 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
100. 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
132. 1. what content are you using
2. where is it getting posted
Content
133. 1. what content are you using
2. where is it getting posted
3. how does it match your objectives
Content
134. 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
135. 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
157. 1. Identify measurement tools
2. Collect Data
3. Did you meet your goals?
Analytics and Assessment
158. 1. Identify measurement tools
2. Collect Data
3. Did you meet your goals?
• Yes? Figure out why, build new goals
Analytics and Assessment
159. 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
160. 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