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Social Media on a Shoestring Budget


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Presentation given for Tennessee Association of Museums 2013 Conference in Franklin, TN.

Most museums are involved in social media as a part of outreach. But, in this constantly shifting field—and in museums with a small budget—how do you sustain a social media program, and how do you know if the precious staff resources you are investing in your outreach are really working? This session will investigate how "listening" and learning from one's audience on social media, coupled with a few free tools, can provide you with the right information to implement a social media strategy. Measuring your museum’s social media successes will also be discussed through the deployment of simple, free tools, such as Google Analytics and Excel.

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Social Media on a Shoestring Budget

  1. 1. Overcoming the Odds:Social Media on a Shoestring Budget Catherine Shteynberg @cshteynberg McClung Museum of Natural History & Culture, University of Tennessee, Knoxville TN Association of Museums 2013 #tam2013
  2. 2. What is Social Media? Nina Simon:Tools that enable people to create, share, and connect with each otherImage credit: NY Times (left); Han Nguyen (right)
  3. 3. Reality Check…
  4. 4. Social Media• My teenager can do it! It takes lots of time, care, and knowledge• It’s Instantaneous! It’s fast moving, but not fast results• It’s all about the followers, baby! Does following = caring?
  5. 5. What happens to your stuff?Image credit: NASA
  6. 6. Keys to Social Media1. Self-Examine2. Listen3. Fish where the fish are4. Plan, plan, plan5. It’s a team effort6. Respect & engage with your fans7. Measure!8. Fail Frequently, Fail Fast
  7. 7. SELF-EXAMINE• What are our goals? Who am• Why are we doing social media? I?• What social media are we using?• Does it fulfill our goals?• How much time are we spending?
  8. 8. LISTEN WHO is talking and WHAT are they saying?Flickr User: Social_Stratification
  9. 9. FILTERout theNOISE!
  10. 10. Listening ToolsTools/Methods- What to track-• Come up with Keywords • Organization Keywords• Set up Google Reader/alternative • Twitter hashtags and lists RSS reader • URLs of site, blog (on  Google Alerts Twitter, Google Alerts, Wikipedia)  Twitter Search RSS • Events, exhibitions, services, progra• Feed it all into your Reader m names• Archive & Track mentions with • Names of people in org. Bookmarking Service • Related organization blogs • Social Media blogs • Influencers on social media channels • Your evangelists
  11. 11. The Good
  12. 12. The Bad, and The Ugly
  13. 13. Why Listen?• Discover key influencers• Find new ideas• What you’re doing well/failing at• Discover your most popular mediums• To figure out which ideas are “sticky”• How can you add value to the conversation?
  14. 14. Where are our fish?
  15. 15. Fish where the fish are
  16. 16. • Instagram• Engaging with students directly on Twitter iPad iPhone
  17. 17. Plan, plan, plan• Can you get together a team?• Social Media Editorial Calendar & Meetings• Hootsuite
  18. 18. Content Strategy• Facebook: – Content: Event/activity photos, object photos, events – Audience: Moms, community members• Twitter: – Content: Anthro, Archaeo, Nat. History news; Conversations w/ audience; Press – Audience: Students, professionals, local businesses/colleagues• Instagram: – Content: behind-the-scenes and interesting/weird photos – Audience: Students, 20-30 somethings in Knoxville
  19. 19. It’s a Team Effort
  20. 20. Respect & Engage with Your Fans (andFrenemies)
  21. 21. Measure! From Goals to Measurement What do you want your audience to do?Goal:Increase engagement with UT students on SM.Measurements:• Quantitative: Avinash Kaushik: Increased Conversation (comments/post), Amplification (RTs or shares/post, Applause (Favorites or Likes/Post)• Qualitative: interesting conversations, positive sentiment, awareness of what works
  22. 22. Google Analytics Useful when trying to filter SM visitors to|bitly||blogger|bloglines|blogspot|delicious|digg|facebook|feedburner|flickr|foursquare||||instagram|linkedin|newsgator||pinterest||reddit|stumbleupon|technorati|twitter|typepad|tumblr|wordpress|youtube||hootsuite|tweetdeck|||
  23. 23. Google Analytics
  24. 24. Fail Frequently, Fail Fast• Why did it fail?• What did we learn?• What insights can we use next time around? Credit: Beth Kanter
  25. 25. Experiment
  26. 26. ResourcesReading:• Tools:• "Mission Accomplished?“ by Linda Norris • Google Keyword Tool• “Good Research Isn’t About Asking • Alternatives to Google Reader Audiences What they Want,” asking • Google Alerts audiences • Sociable, Twitter RSS Feed Creator• “Five Cool Twitter Search Tricks,” MakeUseOf • Diigo, or another bookmarking tool• “Actionable Listening,” by Beth Kanter • List of Social Media Listening, Monitoring, Measuring, and• “The Listening Primer” Social Media Management Tools, Social Media Listening Listening Wiki, by Beth Kanter Wiki, by Beth Kanter• “Best Social Media Metrics: • Twitter RSS Feed Generator Conversation, Amplification, Applause,” Avinash Kaushik • Editorial Calendar Template, via Erin BlascoTemplates: • Museum Analytics• Social Media Audit Template, The Other • True Social Metrics Media• SMART Chart, Spitfire Strategies• Creating Your Organizations Social Media Strategy Map, Beth Kanter• We Are Media, Social Media Strategy Worksheet and New Media Strategy Map based on We Are Media