THE ME/US/THEM
MODEL Jonas Heide Smith | jhs@smk.dk | @jonassmith

2500%increase in Instagram reach between July and August 2014

Photo: Martin Dam Kristensen

What is it we want?

VOLUME

QUALITY

TIME

Volume
Quality Time
The Social Media Triangle of Compromise

Social media manager (Me) Staff (Us) Guests (Them)

March 28, 2015 | g_race24 | Cold but smiling in Copenhagen | http://instagram.com/p/OxuzyQhizd/

@laurenlila @olivertcb

@bobbyanwar@kattensspind

@bobbyanwar@juliedufourdk

54 photosshared to a total of 107.983 followers

Mostly Non-misleading Instagram
Reach Calculator (MNIRC)
Total number of followers of Instagram posters divided by 3

Instagram reach
Peoplereached(estimated)
0
75.000
150.000
225.000
300.000
July August
227.606
9.083

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
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25-Aug
28-Aug
31-Aug
3-Sep
6-Sep
9-Sep
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27-Sep
30-Sep

Activating guests is likely to increase the
visibility and popularity of official profiles,
which again motivates more guests to share.

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

Museum

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/