TODAY’S DOCUMENTFROM THE U.S. NATIONAL ARCHIVES
TODAY’S DOCUMENT10 BILLION DOCUMENTS, 1 DAY AT A TIME
KEY SOCIAL MEDIA      OUTCOME:    MORE TUMBLR     FOLLOWERSPrimary Goals (per strategic plan):•Build Awareness and Appreci...
HOW TO DRIVE     FOLLOWERS ON        TUMBLR:1.   Engaging content2.   Know your audience3.   Let content speak for itself4...
MEASURING SUCCESS:   TODAY’S DOCUMENT FOLLOWER METRICS             Tumblr Followers   Avg increase per day80000           ...
MEASURING SUCCESS:              TODAY’S DOCUMENT MILESTONES                                                               ...
MEASURING SUCCESS:  TODAY’S DOCUMENT PUBLIC COMMENTS• Oh snap, the U.S. National Archives have a  tumblr? Followed.• How a...
LIMITATIONS &NEXT LEVELLimitations:•Followers ≠ Engagement       •Difficult to create a 2-way       dialogue       •Diffic...
THANKS !Tumblr:Todaysdocument.tumblr.comTwitter:@todaysdocumentFacebook:facebook.com/todaysdocMobile App - iTunes/Android:...
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Today's Document: Now on Tumblr

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From Social Media Week DC event on defining and measuring social media success in museums and arts orgs. Presentation by Darren Cole of the National Archives on their use of Tumblr for "Today's Document." #smwMuseSocial

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  • Frederick Douglass and animated gif of 1 year of archived posts
  • Success with various interest groups on tumblr:younger audience, vintage, women’s history, steampunk, etc.
  • Homesteaders post – one of the few examples of 2-way engagement. It was fortuitous in that we noticed the reblogged comment at all. Our response did reasonably well, but it took substantial effort to draft. Many more comments like these are missed or might be too sensitive to be able to respond in a reasonable timely fashion. Also difficult to respond to users with NSFW handles or accounts.
  • Today's Document: Now on Tumblr

    1. 1. TODAY’S DOCUMENTFROM THE U.S. NATIONAL ARCHIVES
    2. 2. TODAY’S DOCUMENT10 BILLION DOCUMENTS, 1 DAY AT A TIME
    3. 3. KEY SOCIAL MEDIA OUTCOME: MORE TUMBLR FOLLOWERSPrimary Goals (per strategic plan):•Build Awareness and Appreciationof National Archives Mission &Holdings•Public EngagementSecondary goals:•Education•Improve AccessPlatform Advantages:•Highly visual – less is more; easy tocurate•Viral Nature of Reblogs•Followers bring more followers,more than any other SM platform
    4. 4. HOW TO DRIVE FOLLOWERS ON TUMBLR:1. Engaging content2. Know your audience3. Let content speak for itself4. Tumblr Radar (bonus) Ideal Post:Sea Otters post w/ 9992 “notes”:1. Cute (animals always a hit on Tumblr)2. Resonates with audience (Tumblr demographics)3. Legitimately Compelling4. Radar (thanks Tumblr)
    5. 5. MEASURING SUCCESS: TODAY’S DOCUMENT FOLLOWER METRICS Tumblr Followers Avg increase per day80000 80070000 70060000 60050000 50040000 40030000 30020000 20010000 100 0 0
    6. 6. MEASURING SUCCESS: TODAY’S DOCUMENT MILESTONES 13 “Radar” postsDate Followers Milestones &Tumblr Radar Posts 5/11/2011 0 Launched • 5/25/2011 Featured in Tumblr Spotlight • Featured in Spotlight & Storyboard 2011: 10,000 followers in 6 months 7/15/2011 945 1,000 followers 7/21/2011 1939 Jesse Owens 36 Olympics • 7/28/2011 2508 2,500 followers • 2012: 10,000 followers in 3 months 8/4/2011 4245 Gemini X 8/19/2011 6449 Nixon & Elvis • 2013: 10,000 followers in 1 month 11/13/2011 10001 10,000 followers! 11/14/2011 10305 Brooklyn Bridge 1/19/2012 13500 Edgar Allen Poe 1/27/2012 14324 NYPL Lions in snow 3/14/2012 16884 Alaska Dog Team 4/15/2012 19798 Sea Otters/Exxon Valdez 4/17/2012 20017 20,000 followers 6/21/2012 25020 25,000 followers 7/23/2012 28049 Sally Ride 8/16/2012 29982 30,000 followers 8/29/2012 31031 Michael Jackson Patent 9/18/2012 34614 F.M.Shaw Flying Machine 10/20/2012 40032 40,000 followers 11/15/2012 44834 Beer Can House - America Recycles Day 12/18/2012 50543 50,000 followers!/Wright Flying Machine Patent 1/22/2013 60082 60,000 followers 1/29/2013 62317 Storyboard feature 2/9/2013 65079 65,000 followers
    7. 7. MEASURING SUCCESS: TODAY’S DOCUMENT PUBLIC COMMENTS• Oh snap, the U.S. National Archives have a tumblr? Followed.• How am I supposed to work knowing that there is a National Archives tumblr?! Intellectual heroin.• ...Gah! @TodaysDocument is on tumblr!!!!... #score• THE NATIONAL ARCHIVES ARE ON TUMBLR. …Oh, happy day!• @TodaysDocument is the best Twitter feed. You should probably follow it.• Love the National Archives @TodaysDocument project. Fun way to explore our nations historical docs - good and bad.• Inordinately excited that the National Archives has a tumblr& is on Twitter @TodaysDocument.
    8. 8. LIMITATIONS &NEXT LEVELLimitations:•Followers ≠ Engagement •Difficult to create a 2-way dialogue •Difficult to indentify comments •“Answer” posts have spotty reception•Possible to “lose control” of viralcontent via comments & rumors•Lack of content metrics makestracking popular posts difficult•Real engagement limited by workload& Federal Agency policy•Content balance: •Historically Relevant vs. •Popular vs. •New/fresh contentNext Steps:•Need better post metrics & commenttracking•User Engagement via crowd-sourcedsubmissions?
    9. 9. THANKS !Tumblr:Todaysdocument.tumblr.comTwitter:@todaysdocumentFacebook:facebook.com/todaysdocMobile App - iTunes/Android:go.usa.gov/rnmEmail:Todaysdocument@nara.gov Darren Cole Web & Social Media BranchNational Archives and Records Administration darren.cole@nara.gov / @dcole7

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