Friends, followers & feedback presentation(2)


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Friends, Followers & Feedback: Social Media Policies and Evaluation.

Nicole Drake and Katie Urban's presentation from the 2010 Ontario Museum Association Conference in Toronto.

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  • Discussion
  • Powerhouse museum – leading social media pioneers – have a higher percentage on collections pages than any other types
  • Managed by the Churchill War Rooms and the Churchill archive and Estate
  • Friends, followers & feedback presentation(2)

    1. 1. Friends, Followers & Feedback<br />Social Media Policies and Evaluation Tools <br />
    2. 2. We can acquire a sense of who makes up our community <br />We can gain more direct information about what people want to see<br />We can hear visitor responses and reactions<br />We can be more open and accessible<br />Can provide a gateway to new audiences <br />Talking in the language of our future audience<br />Benefits of Using Social Media<br /><br />
    3. 3. What Types of Social Media do You Use In Your Everyday Life?<br />
    4. 4. Social Media Policies & Guidelines<br />Note: Guidelines are approved at the organizational level, and policies are approved at the Board level. <br />At a minimum, you should have guidelines for your staff and volunteers to follow! <br />
    5. 5. To provide direction<br />To ensure consistency<br />To encourage compliance with internal and external regulations and policies<br />Why do I need a Social Media Policy?<br />
    6. 6. Introduction (identify goals, definitions)<br />Use of Social Media By Your Organization (including monitoring and feedback)<br />Governs use of SM by staff on behalf of the organization<br />Personal use of SM by staff (should be in accordance with your HR policy)<br />Be in keeping with CRA regulations (i.e. activism or political activity)<br />Regular review<br />What do I put in my Social Media Policy?<br />
    7. 7. Key Issues?<br />
    8. 8. Goals & Benefits (Why?)<br />Target Audience (Who?)<br />Execution Strategy (What?)<br />Specific Strategies for each SM tool <br /> (When? How?)<br />Components of a Social Media Plan<br />
    9. 9. Facebook will be utilized to do the following:<br />Update members with current information about exhibits and events<br />Display and share images or video of exhibits and events<br />Link to features pages of the website, or to external websites, media coverage, etc.<br />Post news items or local information about the museum, its partners or its exhibits<br />Example: Specific Strategy for Facebook<br />From: Social Media Strategy developed by TDG Marketing for the Brant Historical Society - <br />
    10. 10. Example (cont.)<br />Initial Phase:<br />Update existing social media platforms, giving it a consistent look that compliments the website and allows for ease of use for members<br />include a prominent link to the museum’s website<br />Encourage all staff and guests to join and invite friends and family to join<br />Send an HTML advertisement to current contact list inviting them to join<br />Trigger discussion by asking thought provoking questions and by responding to member comments<br />From: Social Media Strategy developed by TDG Marketing for the Brant Historical Society - <br />
    11. 11. Example (cont.) <br />Ongoing Phase:<br />Increase the amount of information posted through the group allowing for constant interaction with users<br />Addition of weekly trivia to keep the interest of users<br />Initiate contests to increase interaction<br />Add pictures and video<br />Update events and exhibits<br />Participate in two-way discussions with users<br />Create online surveys<br />From: Social Media Strategy developed by TDG Marketing for the Brant Historical Society - <br />
    12. 12. What Do I Use?<br /><br />
    13. 13. Compare by Country<br /><br />
    14. 14. Which Social Media platform should I use?<br />Tips for Facebook: <br />Set up a “Page” and not a “Group” <br />Avoid using your personal account to set-up “Page”<br />Best option is to set up a second personal account<br />Facebook does not allow organizations to have a personal account<br />How Do I Get Started?<br />
    15. 15. Tips for Twitter: <br />Think carefully about your user name<br />Decide what/whose voice you will be tweeting as <br />Post a series of content before following other users<br />Do not follow everyone, but follow anyone you are interested in yourself<br />Do include the link to your institution or organization in your profile<br />Send a direct message to anyone who follows you thanking them <br />This thank you can include a link to your main website<br />
    16. 16. “Those who describe their social media efforts as “successful” or “very successful,” are more likely to spend over 30 minutes a day on social media.”<br />(Social Media Museum Research Survey conducted by Adrienne Fletcher, Univ. of Florida)<br />Work within your limits! It is better to choose one SM tool and do it well.<br />Consider using free SM management tools (such as HootSuite or Tweetdeck) to manage all of your accounts from one location.<br />How Do You Work Social Media into Your Schedule<br />
    17. 17.<br />
    18. 18. Engaging Your Audience<br />How to best approach….<br />
    19. 19. It’s Not About Marketing<br /> You want to create a community with your visitors by interacting and engaging with your audience.<br />The marketing will happen <br />If you <br />Start a conversation<br />
    20. 20. Information on Collections<br />Incomplete information often posted – inviting visitors to add to content <br />Relevant Articles and News Items<br />Entices discussion <br />What should I post?<br />
    21. 21. Q. What type of information do you include in your Online Social Networking?<br />Chart from<br />
    22. 22. Other Responses…<br />1. Current activities of staff <br />2. Live tweeting of events and openings<br />3. Gallery Store information on new products and services<br />4. First person historical anecdotes and stories<br />5. Share links to news and media coverage <br />6. Post quirky facts and competitions<br />7. Posting photos<br />
    23. 23. Add pictures - Post pictures of a new exhibition being built, an event or exhibition opening or even objects from your collection.<br />Engaging on Twitter<br />Sourced in Part:<br />
    24. 24. Posting Photos on Twitter<br />
    25. 25.
    26. 26. 2. Fact of the day – this can be anything associated with your museum. Post this to Twitter with the Hashtag #museumfactmonday and join museums all over the world!<br />
    27. 27. 3. Twitter as a historic figure – This has been done in the past with success. Try<br />Sourced in Part:<br />
    28. 28. 4. Ask a question – Ask you followers something, their opinion, a weekly quiz, etc. <br />5. Link to your visitors’ videos and pictures – If you find videos or pictures posted by visitors to your museum link to them. <br />6. Talk about what is going on behind the scenes<br />7. Retweet– When someone else ‘tweets’ about you. Retweet so all ca see.<br />8. Talk to people – Answer peoples questions or comments about your museum and contribute to these conversations.<br />Sourced in Part:<br />
    29. 29. Twitter Engagement Tips apply to most Social Media platforms<br /> The best source for new ideas of how to make use of Social Media is browsing the pages of other institutions and getting inspired! <br />
    30. 30. Are you driving engagement now?How So?<br />
    31. 31. Evaluation Tools<br />What can you learn?<br />
    32. 32. Analyzing Facebook <br />
    33. 33.
    34. 34.
    35. 35.
    36. 36. Much harder to do than Facebook <br />Many different tools can be found online<br />However, these do not necessarily give you useful information<br />Ex. -<br />Analyizing Twitter<br />
    37. 37. What can Tweetstats tell you? <br />
    38. 38. Questions?<br />Join our session Facebook Group to continue the conversation!<br />