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The Me/Us/Them Model: Prioritizing museum social-media efforts for maximum reach

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The Me/Us/Them Model: Prioritizing museum social-media efforts for maximum reach

  1. 1. THE ME/US/THEM MODEL Jonas Heide Smith | jhs@smk.dk | @jonassmith
  2. 2. 2500%increase in Instagram reach between July and August 2014
  3. 3. Photo: Martin Dam Kristensen
  4. 4. What is it we want?
  5. 5. VOLUME
  6. 6. QUALITY
  7. 7. TIME
  8. 8. Volume Quality Time The Social Media Triangle of Compromise
  9. 9. Social media manager (Me) Staff (Us) Guests (Them)
  10. 10. March 28, 2015 | g_race24 | Cold but smiling in Copenhagen | http://instagram.com/p/OxuzyQhizd/
  11. 11. @laurenlila @olivertcb
  12. 12. @bobbyanwar@kattensspind
  13. 13. @bobbyanwar@juliedufourdk
  14. 14. 54 photosshared to a total of 107.983 followers
  15. 15. Mostly Non-misleading Instagram Reach Calculator (MNIRC) Total number of followers of Instagram posters divided by 3
  16. 16. Instagram reach Peoplereached(estimated) 0 75.000 150.000 225.000 300.000 July August 227.606 9.083
  17. 17. Instagram images shared per day (July-September 2014) IGimagesshared 0 35 70 105 140 8-Jul 11-Jul 14-Jul 17-Jul 20-Jul 23-Jul 26-Jul 29-Jul 1-Aug 4-Aug 7-Aug 10-Aug 13-Aug 16-Aug 19-Aug 22-Aug 25-Aug 28-Aug 31-Aug 3-Sep 6-Sep 9-Sep 12-Sep 15-Sep 18-Sep 21-Sep 24-Sep 27-Sep 30-Sep
  18. 18. Activating guests is likely to increase the visibility and popularity of official profiles, which again motivates more guests to share.
  19. 19. Social media manager Staff Guests Pros! • Control of message • Control of timing • Control of quality Cons! • Time-consuming • Potential low credibility (for marketing messages) Pros! • Some control of message • Helps internal awareness • Real human voice (versus institutional voice) Pros! • High credibility • Can reach audiences with no prior relation to museum • Requires little museum effort Cons! • Reflects directly on institution if low quality • Potentially substantial need for training Cons! • No control of message
  20. 20. Museum
  21. 21. Jonas Heide Smith! jhs@smk.dk @jonassmith @smkmuseum! #smkmuseum Paper at: http://mw2015.museumsandtheweb.com/paper/the-meusthem-mode prioritizing-museum-social-media-efforts-for-maximum-reach/

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