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AHC Social Media Marketing


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Social Media for Museums and Collections

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AHC Social Media Marketing

  2. 2. WHY USE SOCIAL MEDIA? <ul><li>People are already going to be talking about you online. Why not give them something good to talk about? </li></ul><ul><li>People are often intimidated by websites, especially complex websites that have large digital collections. </li></ul><ul><li>These days, people don’t really seek out information. You need to give it to them. </li></ul>
  3. 3. WHAT’S YOUR GOAL? <ul><li>What do you want to communicate to your online audience? </li></ul><ul><li>What kind of content do you want to share (photos, videos, web links, events)? </li></ul><ul><li>What can you bring to the table that’s different? Exclusive content? </li></ul>
  4. 4. FIND A PLATFORM <ul><li>Take your goals and do some research. Which social media platform best serves your needs? </li></ul><ul><li>If you’re unsure, take different platforms on a test-drive until you find one you like. </li></ul><ul><li>Popular sites include: </li></ul><ul><li>Facebook </li></ul><ul><li>YouTube </li></ul><ul><li>Twitter </li></ul><ul><li>Tumblr </li></ul><ul><li>Flickr </li></ul>
  5. 5. CREATE GUIDELINES <ul><li>How often do you want to post? Be realistic. </li></ul><ul><li>TIP: Give yourself a minimum rather than a set number. </li></ul><ul><li>Is there a weekly or monthly “series” you could post? Do you have a theme ? </li></ul><ul><li>Tone ? Do you want your writing to be serious/academic or more relaxed/conversational? </li></ul><ul><li>Create some fine print. You need to set boundaries for yourself and your online community. Let people know what you expect from them and what they can expect from you. </li></ul><ul><li>TIP: Share your expectations with Management . </li></ul><ul><li>Decide who will admin your page. Remember to keep your page secure! Don’t let just anybody post. </li></ul>
  6. 7. PREPARE <ul><li>If you think you’re ready to get started – </li></ul><ul><li>you’re not. </li></ul><ul><li>Try to build up a good reserve of diverse topics, stories, photos, and videos you can share. </li></ul><ul><li>Planning and scheduling tools: </li></ul><ul><li>HootSuite </li></ul><ul><li>Tumblr </li></ul><ul><li>TIP: Scheduling your posts helps keep your messaging consistent. </li></ul>
  7. 9. PREPARE <ul><li>Customize your profile. Use compelling profile pictures, background images, and page descriptions. </li></ul><ul><li>Look at other pages for inspiration. Don’t just look at other cultural institutions. Look at companies like McDonalds and Walmart too. </li></ul><ul><li>Use apps to beef up the functionality of your page. Popular apps include: </li></ul><ul><li>Tabsite </li></ul><ul><li>Lujure </li></ul><ul><li>ShareThis </li></ul>
  8. 11. PUT YOUR PAGE TO WORK (30% OF THE TIME) <ul><li>Try to send your readers to your website (when it makes sense). </li></ul><ul><li>Watch to see what posts and tools your fans use most. Many platforms have built-in analytic tools. You could also use Google Analytics as well as links for tracking click-throughs. </li></ul>
  9. 13. MAKE FRIENDS WITH THE NEIGHBORS <ul><li>Find other organizations with a similar mission/interest and strike up a conversation. Odds are their fans will probably enjoy your page too. </li></ul><ul><li>Do promotions or giveaways. People want to be rewarded for their loyalty. </li></ul><ul><li>TIP: Check promotion guidelines/rules. </li></ul><ul><li>Promote your social media site on your regular website (as well as your other social media sites). </li></ul>
  10. 14. MAINTAIN/EXPAND <ul><li>Don’t just be a “poster.” Interact with people. Respond to their comments/questions. </li></ul><ul><li>Don’t be afraid to ask your online community for advice/feedback! Ask them what they like about your site and what you could do to improve it. </li></ul>
  11. 16. DEALING WITH “YOU SUCK” <ul><li>There’s no such thing as a rhetorical question on social media. Be careful what you post. </li></ul><ul><li>1% of your online community will be completely unreasonable. Unfortunately, those types tend to be the most active. </li></ul><ul><li>TIP: Thank people for constructive criticism. </li></ul><ul><li>Don’t respond to negativity right away. Wait and see what happens. </li></ul><ul><li>Block when necessary (warn them first). </li></ul>
  12. 17. FINAL THOUGHTS <ul><li>If you’re not having fun, and your online community isn’t having fun, then try something different! </li></ul><ul><li>Don’t get discouraged comparing your page to others. </li></ul><ul><li>Don’t fight change. Social media is organic and things are always changing. Just roll with the punches and try to have fun! </li></ul>