2. Why social media
Extend Reach
◦ Geographically
◦ Demographically
◦ To Increase
◦ Donors (and donations)
◦ Attendance at events, programs
◦ Program Service Participation
◦ Provide program services
◦ Educate
◦ Share
◦ Interact
COPYRIGHT 2011 BY JILL BYUS RADKE 2
3. Who follows museums?
Source: MuseumNext, April
2011 online Survey
Male
36%Female
64%
Gender
0.10%
21%
42%
22.70%
9.90%
3.90%
0.40%
under 16
16-24
25-34
35-44
45-54
55-64
over 65
Age
COPYRIGHT 2011 BY JILL BYUS RADKE 3
4. Why do they follow/friend/like?
Source: MuseumNext, April 2011 online
Survey
To show support of the
institution
51.1%
To help promote the
institution
35.3%
Impressed by visit, want
to let friend know
14.8%
Learn about exhibitions &
events
98.9%
Get discounts or special
offers
24%
The museum reflects my
views and taste
28.9%
Want to show friends that
I’m cultured
5.2%
Yes
52%
No
7%
Some
of
Them
40%
Have you visited the
Museums you follow on
Twitter?
COPYRIGHT 2011 BY JILL BYUS RADKE 4
5. Museums on Social Media
0%
10%
20%
30%
40%
50%
60%
70%
80%
Facebook Twitter YouTube flickr
78%
59%
24%
16%
Accredited Western Museums Using Social Media
September 2011
COPYRIGHT 2011 BY JILL BYUS RADKE 5
6. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
AK AZ CA CO HI ID MT NM NV OK OR UT WA WY
Accredited Museums linking websites with social media
(Sept 2011)
Facebook % Twitter %
Number of Museums included in study (by state) AK 6 AZ 12 CA 59 CO 13 HI 4 ID 5 MT 6 NM 8 NV 2 OK 10 OR 6 UT 5 WA 14 WY 6
Linking websites with social media
COPYRIGHT 2011 BY JILL BYUS RADKE 6
7. The most museum likes
Museum Likes
MoMA The Museum of Modern Art, New York 855,952
The Metropolitan Museum of Art, New York 553,125
Solomon R. Guggenheim Museum, New York 294,097
Whitney Museum of American Art, New York 135,560
City Museum, St Louis, Missouri 122,649
New Museum, New York 112,682
Creation Museum, Petersburg, Kentucky 95,973
The Getty Museum, Los Angeles 90,382
MOCA | The Museum of Contemporary Art, Los Angeles 74,356
Harley-Davidson Museum, Milwaukee, Wisconsin 70,341
COPYRIGHT 2011 BY JILL BYUS RADKE 7
8. Extending Reach
Contests
Discounts for social
media contacts
On-site activity (check-
in to save!)
Frequency
Relevance
COPYRIGHT 2011 BY JILL BYUS RADKE 8
11. Going behind-the-scenes
Blogs (such as Wordpress)
& Facebook give audiences
behind-the-scenes looks at the
people and places involved with
the organization.
COPYRIGHT 2011 BY JILL BYUS RADKE 11
Here are some of the common objectives for Museums to use social media.
All of the objectives are to extend the reach to new or more people – geographically expand, expand to certain age groups or other demographic by presenting information in a different way, through a different medium.
They are extending the reach in order to increase something. This means using the medium as a promotion or to communicate about a program.
The more sophisticated
Let’s talk a little more about who is following the museums.
MuseumNext April 2011 Online Survey
1000 Twitter Users
Not employed at museums
And from their study, generally only about half have visited the museum’s they follow. 7% have not and might be potential new markets, and the remaining are a mix -- visiting some of the museums they follow.
AAM’s Accredited Museums
Western States
With Websites 156 total
As of September 20, 2011
This is just to give you a snapshot of where the concentration of social media is being used with this type of museum.
AK AZ CA CO HI ID MT NM NV OK OR UT WA WY
By State
In other words, using Facebook is almost a norm among the accredited museums in the west. But, lets look at the responses/ audiences built.
AK 6 AZ 12 CA 59 CO 13 HI 4 ID 5 MT 6 NM 8 NV 2 OK 10 OR 6 UT 5 WA 14 WY 6
As of September 21, 2011
If followers is the measurement of success, here are some things that the top performers are doing… to increase the responses – meaning the likes, the correspondence. Keep in mind, these are measurable first steps towards those larger goals – often not the goal themselves (increasing donations, etc.)
One of the biggest benefits of social media is the ability to tailor content to the audience with immediate feedback and data.
The demographic data from facebook will tell you who, where how old your audience is.
You can measure both interest and direct results with the plethora of demographic/ results tools.
Watch for the topics that receive the most clickthroughs, retweets, likes to better understand what interests your audience
You can further build the connections by Postiong event photos – for example on Flickr, which will allow you to post directly to facebook and twitter.
Encourage fans to do the same
Other good practices:
Instead of being an impersonal museum, be who you are by saying it.
“Mahalo for the follows”
Follow others/Return follows
Allow Tagging
Using WordPress Blogs, each department can give updates, post alerts about those updates to twitter and facebook, all without the involvement of a webmaster.
All three tools can be set up to have an overall approval before going public.
When Scientists and Anthropologists are in the field, facebook is a great way to share stories, and check in.
Our scientist and anthropologists also use http://www.findmespot.com to update facebook with their location using their GPS device or wireless phone. (See right inset)
But, now let’s take a look at how Museum’s are using social media for more than just promotion and building relationships… here are a few examples of ways they are using the technology and the outreach to educate and further their missions. First - National Museum of American History is using Flickr in a variety of ways, including photos from past exhibits, events, and also to show other special exhibits such as this on the first ladies.
Ask a Scientist is a popular program at Bishop Museum where people uploaded their photos with their questions.
Shelley James, a Museum Botanist answers the question via flickr
Facebook or Flickr can be used to give how tos, Tweet to the link! On each photo, there are conversations about the captions. Often these are humorous (or attempt to be)
