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Social Media & Museum Collections

For a talk given for a class on collections at Tufts University, I outline why social media is relevant to museums, best practices for posting, and a handful of excellent examples of cultural institutions engaging their audiences online.

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Social Media & Museum Collections

  1. 1. Social Media & Museum Collections Best Practices and Emerging Trends
  2. 2. Why Social Media Matters
  3. 3. ● Audiences are there
  4. 4. ● Audiences are there ● Social messages are worth 13x standard marketing messages
  5. 5. ● Audiences are there ● Social messages are worth 13x standard marketing messages ● Museum visits are social activities
  6. 6. Best Practices
  7. 7. Prioritize 1. Website 2. Email Newsletters 3. Social Media Platforms (in order of popularity and relevance)
  8. 8. Facebook Post once per day or less. Quality over quantity. Don’t automatically cross-post. Create events selectively. Be visual. Be responsive. Videos are favored.
  9. 9. Pinterest Start with 10 or boards or fewer. Space out pins to your boards. Link pins to your website. Include a short description. Use searchable terms. Post timeless content.
  10. 10. Instagram Share at least once per week. Add hashtags and captions. Use @mentions to engage users. Follow, like, and tag others. Use location tagging.
  11. 11. Twitter Include a photo. Don’t only post your own content. Retweet and reply to others. Limit hashtags to one or two. Tweet up to six times per day, spaced out. Include a link.
  12. 12. Tracking
  13. 13. Followers Subscribers, followers, likes Won’t necessarily see every message. Quality over quantity. Reach Number of people who have seen your content. Typically 5–10% of followers are reached. Can exceed follower count when content has high engagement. Engagement Likes, comments, and shares. Number of people interacting/endorsing the posts. Most important metric. Use to help guide content.
  14. 14. Tools
  15. 15. Scheduling Buffer Listening Respondly TweetDeck Google Alerts Google Analytics Content Curation BuzzSumo Flipboard Feedly Digg
  16. 16. Examples
  17. 17. #LetMeLibrarianThatForYou New York Public Library
  18. 18. VanGo Yourself Culture24
  19. 19. 1840s GIF Party Tate Modern
  20. 20. #PlayArtfully SFMoMA
  21. 21. #MobilePhotoNow Columbus Museum of Art
  22. 22. https://vimeo.com/122773527

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  • tangthon

    Apr. 8, 2016
  • MaureenLane

    Jun. 1, 2017
  • SteveWilliams26

    Jun. 4, 2017

For a talk given for a class on collections at Tufts University, I outline why social media is relevant to museums, best practices for posting, and a handful of excellent examples of cultural institutions engaging their audiences online.

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