AIM: Successful social media


Published on

  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

AIM: Successful social media

  1. 1. Success Guides Successfully Getting Started with Social Media By
  2. 2. Success Guides Successfully Getting Started with Social Media By Front cover picture: Alongside AIM’s traditional communication channels to members and the wider world, an active website, regular Twitter feed and a new blog are providing news and information specifically targeted at independent museums.
  3. 3. Contents Welcome ...............................................................................4 Social media essentials ..........................................................5 Managing social media ..........................................................6 Bringing your story to life…through followers .......................7 Bringing your story to life…through communities ...............10 Bringing your story to life…through words ..........................13 Bringing your story to life…through sound ..........................16 Bringing your story to life…through pictures.......................18 Bringing your story to life…through video ...........................20 Bringing your story to life…in the future..............................23 Two case studies .. using social media.................................25 Social media + traditional media = coverage for your organisation............................................27 Confidentiality and privacy settings.....................................28 Resources.............................................................................29 Tools to measure social media success................................29 Your 10 point checklist.........................................................30 Glossary ...............................................................................31 Further information.............................................................32 More about sounddelivery ..................................................32
  4. 4. Hello from sounddelivery A tweet that gets your latest exhibition positive press. A Facebook page that engages your supporters. Blogs that demonstrate your impact. I founded sounddelivery because I believe in the power of storytelling to further the cause of organisations. And social media offers so many exciting possibilities to help you tell your story – to persuade, engage, influence and communicate with your audience. However, don’t be fooled into thinking that social media is the answer to all your communication needs. Use it alongside your other channels. But it does provide a real opportunity for you. Now is the time to start looking, listening and observing what like-minded organisations are doing in social media. I hope this guide will help you decide where to focus your social media efforts. Happy reading! Jude Habib, creative director at sounddelivery 4 AIM Success Guides Successfully Getting Started with Social Media Many museums and heritage organisations – of all sizes – are already learning more about their users and sharing more of their stories with them through social media. If you’re one of them, we hope this guide will give you some new ideas and if you aren’t talking with your audience through social media yet, this will give you an overview of what’s possible and some suggestions for getting started. Examples from museums, many of them independents, are included throughout this guide: social media can appear complex, but follow these simple steps to get going. Don’t be fooled into thinking that social media is the answer to all your communication needs. Use it alongside your other channels.
  5. 5. Social media essentials What is social media? Social media refers to any internet or web-based platform through which people can share what is now generally called ‘content’ – text, audio, video and photographs – personal opinions, spread news, swap perspectives and generally communicate with other people. Interaction is the basis of social media. Readers interact with content and people who make the content – commenting, engaging, sharing, enhancing. Why use social media? Half of the UK population use Facebook. Around a third use Twitter. YouTube is the country’s second most popular search engine. In short, not using social media means ignoring a huge number of people who could be finding out about, visiting and supporting your organisation. You can use social media to: Raise awareness through communication: People are chatting about everything on social media, being part of these conversations will help you reach new audiences and also gain a better understanding of your visitors. Engage new audiences: Attract more visitors, supporters and volunteers through interacting with people on social media. Listen to and respond to feedback. Marketing and fundraising: Free advertising space used to be hard to come by. But social media allows you to: promote exhibitions and events; raise the profile of your organisation; and, with the right approach and compelling stories, turn an online community into active fundraisers. Recruit volunteers/staff: Social media helps you to recruit new volunteers and even potentially new members of staff, or if you are really lucky, celebrity supporters might come on board. Management Successfully Getting Started with Social Media 5 Half of the UK population use Facebook. Around a third use Twitter. YouTube is the country’s second most popular search engine. In short, not using social media means ignoring a huge number of people who could be finding out about, visiting and supporting your organisation.
  6. 6. Managing social media Putting together a social media strategy Before you launch your social media presence it’s useful to put together a brief document outlining what your aims are. This will help you figure out which social media tools are right for your organisation and set some ground rules too. Questions to consider are: • What are you trying to achieve? • Who are you trying to reach? • Which is the best social media platform to achieve your goal and reach your chosen audience? • Could you achieve this better within your organisation’s website? • How much time and resources will this take, and who will be responsible for on-going maintenance? • How will you brand the content to ensure that it is credited as coming from your organisation? • Does this fit with the overall goals of the organisation? Be realistic about how long it will take While it is relatively easy to learn the basics and get your organisation’s social media presence up and running, keeping your accounts active (regularly updating blogs, sending messages out on Twitter etc.) does take time. Depending on your size at least half an hour or so every day is not an unreasonable time to spend on your chosen social media applications. That said, every tool mentioned in this guide can be managed by more than one person. Social media – a bit like fundraising – should not be just one person’s responsibility. If you can, allocate the workload to other museum staff or volunteers by sharing passwords or adding moderators (which is easily done through the settings of most of these tools). This not only spreads the workload it can also show your public the full range of activities, aspects and interesting things about your museum. For some more detailed thoughts about pulling a policy together see page 28. 6 AIM Success Guides Every tool mentioned in this guide can be managed by more than one person. Social media – a bit like fundraising – should not be just one person’s responsibility. What is a tag? Tags are words that describe the content of websites, blogs, photos or videos. They contain keywords (see glossary) which provide a useful way of organising, retrieving and finding information. They also make it easier for others to find your content. What is social networking? Social networks are groups of individuals united by common: • interests • vocations • passions • needs Before the internet these groups were more limited by proximity. Online social networks mean that people can connect with each other instantly, regardless of where they are.
  7. 7. Twitter What is it? Twitter is a free social networking and ‘microblogging’ service that allows users to send and read messages known as tweets. Tweets are text- based posts of up to 140 characters displayed on the author’s profile page and delivered to their subscribers who are known as “followers”. How does it work? Tweets are sent by logging into your account and using the “create a new message” option on your homepage. You can also follow other users so that their tweets appear on your homepage. If you want to send a message to someone, use @ followed by their username without a space (for instance @sounddelivery) within your tweet. All your followers will be able to see this. But if you start the tweet with “@username”, it will only be seen by people who follow you and the other account. You can send private messages to people who follow you by selecting ‘Direct Message’ on your homepage. Management Successfully Getting Started with Social Media 7 Not all stories begin with ‘Once upon a time...’ Museums and heritage organisations are mostly very good at engaging visitors in the stories their collections and sites tell. Social media helps spread those stories but also gives the chance to go one step further. As we know visitors, followers, or ‘tribes’ of loyal museum users are really interested in what goes on in the ‘backroom’, the special events, how stuff is looked after, how exhibitions are set up and who are the people who make things happen. Pretty well everything museums do, from fundraising to raising the roof, can be turned into a story that, through social media, really will engage people. Bringing your story to life . . . through followers Pros • Quick and easy ways to promote exhibitions and events • Direct access to your audience • Build traffic to your website • Network with other organisations, journalists, bloggers, experts etc. • Make events & conferences exciting even if followers can’t be there. Cons • Risk of over-posting, alienating audiences • Your messages can be retweeted by anyone • You need to post regularly – ideally more than four or five times a week • Posts go to all of your followers, regardless of whether you delete them later Why use it?
  8. 8. Bodelwyddan Castle – Bodelwyddan Castle Trust uses twitter daily to directly engage with followers with new information, insight and followers’ comments. Twitter has become an important method of showcasing something different to potential and active visitors. Rather than duplicating content, experience has shown that promoting conversation encourages visitor interaction and growth. Roman Legion Museum – The Roman Legion Museum introduces its twitter feed as “I am Quintus, Centurion at the Caerleon fortress and your guide for all things Roman”. They have more than 3,000 followers (December 2013), and this is increasing every day as a result of a varied approach including a Latin phrase of the day and Roman name challenges. Chatham Historic Dockyard Trust – The Historic Dockyard Chatham launched its Twitter feed in 2012 and almost two years later has more than 3,000 followers with about 120 added per month. They use Twitter to support one of their core objectives, promoting public understanding of the Dockyard. They also use Twitter for audience development, to attract visitors and sometimes to deal with customer service issues. They measure Twitter referrals to their website as one way of tracking the effectiveness of what they are doing. 8 AIM Success Guides Who else is using it?
  9. 9. Twitter key phrases Follow. Similar to a “friend” on other social networking sites. You “follow” people so that you can see their tweets. Ideally you want people to follow you back and pass on, or retweet, your messages. Mention. Mentioning another user in your tweet by including the @ sign followed directly by their username is called a ‘mention’. It also refers to tweets in which your username was included. Retweet. When you find something interesting and repost it for your followers to see. This is how topics become popular on Twitter. It may be necessary to shorten the original message because of the 140 character limit. It’s Twitter etiquette to use “MT”, meaning “Modified Tweet”, when you do this. Alternatively, hover your mouse curser over the message and click the retweet icon which will appear. Hashtag. Within Twitter, a word written with a hash symbol (#) before it is a hashtag. Using hashtags makes searching for comments around a particular topic and issue easier. For example , #AIM13 was used for AIM conference 2013. DM. Short for “Direct Message.” This is a private tweet sent to individual followers, which cannot be seen by anyone else. Trending Topic. A topic that is popular on Twitter. This changes constantly, and is usually defined by the number of identical hashtags appearing. For instance, if many people use the hashtag #socialmedia, it will become a trending topic. Lists. A way to organise the people you’re following on Twitter into different groups so you can see their posts more easily. Management Successfully Getting Started with Social Media 9 Twitter 10 top tips 1. Choose an accurate username. For example, sounddelivery’s Twitter username is @sounddelivery and AIM’s is @Aimuseums This will make it easier for your audience to find you. Make it obvious and not too long. 2. Set up your account and complete your profile before posting. Add an image, a link to your website and a short biography explaining who you are. 3. Announce your arrival on Twitter on other platforms. Your website, Facebook, blog etc. People will share this info with their contacts, increasing your followers. 4. Use hashtags. They will increase the amount of people who view your posts as you will turn up more frequently in Twitter searches. Possible useful ones are: #ukmuseums, #heritage, #culture. Use them to comment on other people’s posts. 5. Reach out and send messages to organisations you find interesting. Respond to questions and comments from followers. Thank them for retweeting your posts. Listen to what they say to each other. 6. Be brief. Don’t worry about using abbreviations. 140 characters doesn’t allow for much text and carrying an update into a second tweet is usually not well regarded. But do avoid writing as if you were composing a text message on your phone – it looks unprofessional. 7. Include links to resources but ensure that there is supporting text. A link which has been shrunken doesn’t give a lot of information about what it is linking to. Share images, interesting articles, your new blog posts, podcasts and videos. 8. Be interested in others and you will be interesting. Increase your followers by interacting with your audience – ask questions, answer other people’s and speak to them as real people. 9. Follow people you want to talk to. Organisations which are doing similar work, individuals you admire and people who are interested in what you do. 10. Be yourself. It can be hard to convey meaning in a small number of words, informal language can make this easier. If your followers don’t feel a connection, they will stop following you.
  10. 10. What is it? Facebook is a social networking site which connects friends, family, business associates and organisations. Organisations tend to use Facebook to connect with people on a more personal level than through a standard website. How does it work? The first step to connecting with supporters is to create your organisation’s official presence via a Facebook page. You can create and maintain a Facebook page for your organisation from your personal account. Facebook will only allow a ‘person’ not an ‘organisation’ to be administrator so one person must have the ‘personal profile’ account and then your organisation’s ‘page’ is additional to that. If you don’t already have a personal profile, go to and register. Your profile must be in your personal name (it can be an organisational email address), not the name of your organisation. Log into Facebook and point your browser to Click on the “Create page” button to start creating your organisation’s fan page and choose what kind of page you would like – a cause or community, or organisation. From here, you can add a description about what you do, upload pictures to the group’s profile and post updates. 10 AIM Success Guides You can create and maintain a Facebook page for your organisation from your personal account. Bringing your story to life . . . through communities Facebook Pros • Huge potential audience for you to connect with • Easy to add links and updates that may interest the people who “like” you • Fan pages are made for people to connect with their audience Cons • Can become stagnant if they’re not regularly updated – ideally three times a week • Pages need to be moderated as “fans” can post anything on your wall if you choose to allow this in your privacy settings Why use it?
  11. 11. British Postal Museum and Archive The-British-Postal-Museum- Archive/287803765766?fref=ts The BPMA has three physical sites at relatively far distance from each other and with varying open times. They make extensive use of Facebook, and a raft of other social media ‘platforms’, to keep a flow of interest in their events, collections and archives. Their website and social media are fully integrated and there is even a page on the official website titled ‘Join the conversation’ which gathers together the pictures, messages, comments and videos. Pontypool Museum – Pontypool-Museum- Amgueddfa-Pontypool-Museum/ 224457627568466?fref=ts Pontypool Museum may be small, but Facebook allows them to reach big global audiences. As a charity, they are reliant on donors and supporters to help them fundraise and their Facebook pages are where they first promote new campaigns. Thanks to digital channels, they now have supporters locally, nationally and internationally. Management Successfully Getting Started with Social Media 11 Facebook will only allow a ‘person’ not an ‘organisation’ to be administrator. Who else is using it?
  12. 12. Roald Dahl Museum and Story Centre – roalddahlmuseum As Facebook is so visual the Roald Dahl Museum and Story Centre use it to build up a great picture of the museum. They always try to use images in their posts, from workshop craft makes to cakes in the café and their communications are always peppered with Roald Dahl’s distinctive words and phrases, helping to give them a unique feel. 12 AIM Success Guides Five top tips for using Facebook 1. Post regularly. Ideally you should be updating your Facebook page three times a week. Keep updates relevant to your audience and mention other organisations and people in your posts. 2. Like other pages. This will allow you to follow what other organisations are doing on Facebook. Use the search option on the Facebook homepage to find the organisation you want to follow. At the top of their page you will see a “Like” button. 3. Ask opinions and respond to those of others. This will let them know you are listening and keep them interested. 4. Advertise events. You can create events that are linked to your page by clicking on the “Events” tab. 5. Encourage people who like your page to add their images/ideas etc. This helps create a sense of community.
  13. 13. What is a blog? The word ‘blog’ comes from ‘weblog’. It’s a personal website on which someone regularly records their opinions or experiences, creates links to other sites, or material such as images or audio. How does it work? Entries, displayed in reverse chronological order, are written in a conversational, friendly style. Readers can usually comment on the content of blogs and the writer can respond. You could host your blog on your own site, but there are several advantages to using a separate blogging platform (see below). For example, using an established blogging tool means that search engines will index the site, increasing the number of people who will be pointed towards your blog. It’s very easy to link your blog to your existing website by adding a simple link. Blogger – One of the longest-established blog sites, Blogger is a Google-owned blogging platform. The system is free to use, and allows up to 100 bloggers to write on one individual blog. WordPress – The most popular blogging platform today. You can use it for free or get a paid for version which can also act as a content management system for your website. Many smaller organisations and museums are now using blogging sites – and the designed ‘themes’ that come with them – as their main website. No special language is needed to keep them up to date and it is always much cheaper than commissioning a website from scratch. Tumblr – Popular Twitter-like blogging platform hosting lots of shorter blogs using photos, quotes, links, chats, audios and video, which can be “reblogged” or posted again by others. Tumblr is particularly popular with younger people. The design of Tumblr makes it a very ‘visual’ site and it is very easy to post pictures and short commentaries to it from smart phones. This can make it a good way of recording and sharing the excitement of events with little extra effort. Management Successfully Getting Started with Social Media 13 Entries, displayed in reverse chronological order, are written in a conversational, friendly style. Bringing your story to life . . . through words Blogging
  14. 14. Shakespeare Birthplace Trust – home.html They use blogs to develop communities of interest around their main areas of activity. They work with other partners. For instance, they set up a weekly blog series by PhD students from the Shakespeare Institute, looking at Shakespeare’s World in 100 Objects from the Trust’s collections. They have three main blogs: 14 AIM Success Guides You could host your blog on your own site, but there are several advantages to using a separate blogging platform. Who else is using it?
  15. 15. Birmingham Conservation Trust – www.birminghamconservation The Trust has a team of volunteer bloggers who keep their blog lively, up to date and interesting, offering different perspectives on relevant topics. Two photographers contribute a regular Friday Photo and they invite other guest bloggers to write on specialist topics. Management Successfully Getting Started with Social Media 15 Getting started • Use other social media to find blogs. Twitter, your networks, recommendations on blogs (called “blogrolls”) and will help you find other blogs to read. • Read other people’s blogs. Consider the style they use and their tone. • Comment on other people’s blogs. It will show you’re listening. Remember to include a link back to your blog. Five top tips for blogging 1. Ask questions. Blogs aren’t just one-way communication. Encourage others to interact with you. 2. Think about tone. Be personable, rather than formal and stuffy. Use plain English and avoid jargon. 3. Be real. Write about experiences, personal views, things that have made you sit up and pay attention. 4. Share. Use your blog to link to others, and share key points of information relevant to your topic. Include pictures to bring your words to life. 5. Diversify. Write different types of blogs regularly: lists, how to articles, top tips, summaries and reviews.
  16. 16. What is it? Audio refers to content that you can hear. It’s possible to record good quality audio using your iPhone, iPod or smartphone so for most uses no special equipment is needed. How can audio be used? Audio content can be used for: • audio tours • audio descriptions • interpreting collections • oral histories • audio slideshows • community and education projects • case studies or profiles • interviews • audio newsletters • documenting events • podcasts What is a podcast and how does it work? A podcast is an audio file, usually hosted on websites or blogs, which can be subscribed to, listened to online or downloaded to a computer for people to play at their convenience. Listeners subscribe to an audio feed using a system such as iTunes, a digital media player that lets you organise your music, movies, TV shows etc. on your computer and add them to your iPod or iPhone. Once subscribed, your computer will automatically download any new audio added. A podcast will usually contain an introduction telling listeners what the audio will be about and an ending, telling people who they were listening to and how to subscribe to the podcast. Tools to help you Audioboo Allows people to record and upload audio that can then be shared via other social networks. Audioboo is free for audio files up to three minutes duration and then there are various paid for accounts and channel options. Audio can be recorded and uploaded straight from your phone or computer to Audioboo. You can use this feature to become a “social reporter” at events, interviewing people and uploading the audio immediately, in effect acting as a reporter. You can also podcast through Audioboo. Once you’ve made your podcast Audioboo can create an RSS feed for you so that you can send it straight to iTunes (see page 24). SoundCloud An online audio distribution platform which allows collaboration, promotion and distribution of audio recordings. Their podcast programme is currently in beta (December 2013) so you have to apply to use it and they are only accepting spoken word audio at present (no music). /portal/articles/1209292-soundcloud- for-podcasters 16 AIM Success Guides Bringing your story to life . . . through sound Audio It’s possible to record good quality audio using your iPhone, iPod or smartphone so for most uses no special equipment is needed.
  17. 17. RAF Museum – earch/media-vault/podcasts.aspx They have podcasts on a variety of subjects from RAF history and photo reconnaissance to the quest to find a site for the RAF museum. They are regularly updated and there are clear instructions on how to subscribe. British Postal Museum & Archive – page/3839/Podcast These podcasts are recordings of museum events and lectures. Subjects include Victorian post offices and the Great Train Robbery. There are a number of ways to listen to and download the podcasts: iTunes, RSS feed or SoundCloud. Management Successfully Getting Started with Social Media 17 Pros • Creates engaging content • Can showcase a more human side to your organisation • Increases accessibility, particularly if transcripts are provided • Content is re-useable • Can be passed on to third parties – newspapers, radio stations etc. Cons • Can be time consuming • Can’t control what happens to the content once it is online Why use it? Who’s using it? Three top tips for using audio 1. Get people involved. Audio works best when it features people talking about their experiences. 2. Reuse content. Once you have an audio file, make sure you share it across your organisation: with your press team, on Twitter, Facebook, your website, and with fundraising (who could use links on funding applications). 3. Exploit opportunities. If there’s a reminiscence session being held at your museum do ask if you can record it and perhaps do longer interviews afterwards with those who have particularly strong stories to tell. If you have a speaker coming to give a lecture on a subject related to your collection, do find out if you can record and use the audio for a podcast or on your website.
  18. 18. What is it? A hosting service that lets you manage and share images and short videos. How does it work? Flickr allows you to give each image a title, a description and tags, which make it easy for people to search by keywords. You can also decide whether to make your images public or not. Flickr allows you to store images in different folders. So you might set up different folders for each exhibition you have or individual collections. You can also create an open group to which other users can add images. Bloggers use it to host images that they embed in their posts and social media. 18 AIM Success Guides Bringing your story to life . . . through pictures Flickr Pros • Creates an online archive that is easily accessible to your audience • Reach – your pictures are viewed by people who might otherwise miss them • Allows you to embed and update pictures easily on other sites, such as Facebook • One of the most powerful free image storage and sharing sites online Cons • You can’t control what other photographers upload to your group unless you restrict access to the public • Large groups can drift from their core purpose without proper moderation • You may be tagged in photos you don’t want to be associated with Why use it? Flickr allows you to give each image a title, a description and tags, which make it easy for people to search by keywords.
  19. 19. National Railway Museum – nationalrailwaymuseum Public group encouraging people to add their images of the museum. Some of the photos uploaded are then used on the National Railway Museum website. National Museum Wales – museumwales/with/6346516891/ Photostream with range of photos from war memorials and sculpture, to coal miners’ badges. The photos are arranged in sets so that they are easy to find. Northampton Museums – northampton_museum/sets/ Wide variety of photos from military history: archive photos of Northamptonshire Regiments at home and abroad; to architecture. Management Successfully Getting Started with Social Media 19 Flickr 3 top tips 1. Grow your photo library. Flickr groups, known as “pools,” allow your followers to add their own photos to a moderated group, meaning you can collect relevant images that you otherwise wouldn’t be able to. 2. Share your photo stream. The Flickr community is not the only place where people can see the photos you post to the site. Flickr makes it easy to share photos across all social media platforms. 3. Use tags. All images should be correctly titled and tagged to make full use of the web search potential; don’t just upload images and leave them by the default filename. Who’s using it?
  20. 20. Video is a powerful medium. It is attention-grabbing and stimulating, and thanks to modern technology, it is now relatively cheap and easy to produce your own content. You will need to film the video, then edit, upload and embed it on to your own content. To learn more about uploading, go to: bin/ To learn more about embedding your video, go to: web_graphics/article.php/3480061/ How-To-Add-a-YouTube-Video-to-Your- Web-Site.htm YouTube/Vimeo YouTube and Vimeo are two video hosting websites. YouTube A hugely popular website which allows you to upload and share videos including video blogs and short films. Most of the content on YouTube is uploaded by individuals. Organisations can also embed videos onto their own website or other social media sites via YouTube. Vimeo A video-sharing website on which you can upload, share and view videos. Useful for uploading high quality and long videos. 20 AIM Success Guides Bringing your story to life . . . through video Pros • Can showcase a more human side to your organisation • Creates engaging content • Powerful tool for marketing and advertisements • Creates a huge amount of traffic to your website in a short time • Content is re-useable. You can share your videos on Facebook or with the press Cons • Time consuming • Can’t control what happens to the content once it is online • You need to purchase some equipment to film videos and have the software to edit them Why use it? Thanks to modern technology, it is now relatively cheap and easy to produce your own content.
  21. 21. Black Country Living Museum – BClivingmuseum?feature=watch The key for Black Country Living Museum is to integrate their YouTube content with their website and other social media channels to target different audiences across a variety of platforms and drive visits between them. Their most successful YouTube video to date showcased a TV advertisement that aired in 2010 – it’s great that people can still view that ad even though it is no longer on TV. Museum of London’s Gladiator Games – sounddelivery worked alongside the Museum of London’s Junction Youth Panel to make a video of the Gladiator Games held at London’s Guildhall in July 2011. The video was scripted and planned by the young people and is now part of the Our Londinium exhibition at the museum. Dance Woking – v=V_xKSdsbHx4 Dance Woking uses their Youtube channel in lots of different ways including marketing, audience development and for legacy/archiving purposes by showing highlights of what an event or performance will be like to encourage attendance, celebrating community projects, as well as teaching people dance phrases so that they can take part in, for example, flashmob dances. Their most successful video has been the ‘Traffic Light Dance Off’ which was released in July 2009 as a viral video in order to promote their March 2010 International Festival and has had over 333,000 views. Audio slideshows What are they? A combination of still images and an audio soundtrack (perhaps a profile, montage of interviews, audio diary etc). An engaging way to get your message across. Increasingly being used by organisations as a lower cost alternative to video as it is generally easier to produce. How do you make them? Audio slideshows are usually created by putting together your audio in an audio editor, such as Audacity (, then importing it into a video editor, such as Windows Movie Maker or iMovie where you can add the still images. Management Successfully Getting Started with Social Media 21 Who else is using it?
  22. 22. Tyne & Wear Archives & Museums’ Culture Shock project – stories.html These audio slideshows were created by people in north eastern England as part of a project exploring how museums could ‘cross the barricades between cultures’ and make museum collections more relevant. National Trust for Scotland: Scotland’s Stories – ScotlandsStories/AllStories/ Audio slideshows form the major part of this project which aims to give an insight into the work of those who protect, conserve and keep alive Scotland’s heritage – from stonemasons, millers and weavers; to archaeologists, ecologists and fungi hunters. 22 AIM Success Guides Who’s using them? Case Study Mansfield Museum When Mansfield Museum’s Museum Development Officer, Jodie Henshaw, discovered that one of the town’s major employers was relocating, she knew she had to act fast to preserve a piece of local heritage. The factory, known as the Metal Box, has been producing tins – from coffee to tobacco – for more than 150 years, with generations of local people passing through its gates. sounddelivery ran a reminiscence day, interviewed Metal Box employees, and worked alongside staff at Mansfield Museum to record the stories of those who’d worked at the factory. The audio we produced was used in the exhibition, along with an audio slideshow which we made using photos from the archives and the interviews we’d recorded. “Mansfield Museum worked with sounddelivery on a project called ‘Factory Voices’ in 2010; it was a hugely successful project which the Museum has since been able to build on. The original project was to collect oral history linked to the ‘Metal Box’ factory and to use this material to create on-line content including a slideshow and podcasts. We have since been able to use this project model with other industries in the town, all of this content will then be used in a new HLF funded gallery at the museum. Working alongside sounddelivery on the original project gave me confidence and the skills to be able to carry out audio recording, interviewing and editing. I have since been able to use these skills to train volunteers at the museum.” Jodie Henshaw Museum Development Officer, Mansfield Museum
  23. 23. Things change fast in social media. New tools are emerging all the time, some of which might help your organisation further its mission. Foursquare – Social network where users “check in” to locations using GPS technology on their smartphones to share their location with others online. Users can leave information and tips about the place they visit and the person who visits one location the most becomes ‘the Mayor’. As the owner of a location, you can take control of it and see who has been checking in there and what they are saying about your venue. There’s the potential for museums and galleries to offer Foursquare ‘specials’ or incentives to reward regular visitors. Who’s using it? Fitzwilliam in Cambridge – fitzwilliam-museum/ 4b0ecc4df964a5202d5b23e3 Google Open Gallery In late 2013 Google launched a free online hosting site which promises to allow museums, galleries and artists to upload their own photos and to create attractive and accessible online exhibitions. “Easily upload your content, create collections, exhibitions or tours, publish a new site or enhance your existing one” Combining good quality images and museum grade information in its online ‘content management system’ it could make a significant difference to any museum, whether it’s used within the museum or purely online. At the time of writing the Open Gallery is too new to provide any examples. Pinterest – A virtual pinboard. Like Twitter with images, this social network allows users to post pictures for others to share and comment on. An online version of your collection and exhibitions can be created and shared. Users can comment on images and re- pin favourite items to their own boards. You can create collaborative pinboards and recommend other museums and collections. And with a ‘Gift Shop’ pinboard of images, virtual visitors can click through to the online shop and make a purchase. Who’s using it? Birmingham Museums – birminghammag/ London Canal Museum canalmuseum/ Management Successfully Getting Started with Social Media 23 Bringing your story to life . . . in the future Other social media New tools are emerging all the time, some of which might help your organisation further its mission.
  24. 24. Instagram Artistic photo sharing tool which allows you to upload pictures from your smart phone. A way to get your visitors and supporters engaged that provides you with good imagery. You can showcase your museum’s collection, encourage viewers to comment and ‘like’ the photos; invite visitors to share their photos of the museum; and if they tag their photos you can see what the most popular item on display is. Who’s using it? Beamish Museum – beamish_museum Horniman Museum and Gardens – hornimanmuseumgardens Google+ – Search engine Google’s own social network which allows posting and features “circles” of friends who share information. Good for search engine optimisation which means more people will be able to discover your website and find out what you do. Through it you can send text messages to a specific group of people. If you want to discuss topics with others users you can join ‘Communities’, which can be either public or private. Conversations on private communities can only be seen by those in the group. ‘Hangouts’ are another popular feature in Google+. You can have a private video chat with other users or you can use ‘Hangouts On Air’ which can be viewed by everyone and are also archived as YouTube videos. Who’s using it? lMuseums Association – association/posts National Coal Mining Museum for England – CoalMiningMuseumforEngland/ posts News Feeds Even people who use the internet all day will not necessarily visit your website regularly . However, if you allow them to ‘follow’ you using a news feed, every time you post something new it will be delivered directly to them. Feeds are also known as RSS (“Really Simple Syndication”). People can subscribe to someone’s RSS feed via an RSS reader like Feedly .- or The Old Reader – Having an RSS feed on your website means you can easily promote content such as blogs, videos or podcasts because links to them are delivered directly to subscribers when you upload them. LinkedIn A career social networking site which allows you to network with people you know and want to connect with in your professional life. You can join LinkedIn Groups to connect with other museum and heritage professionals, or create your own group. Pros: Good for marketing and PR, recruitment, to drive people to your website and to connect with professionals you can partner with. Cons: You can’t prevent people from seeing your connections so if you’re not keen to share your contacts this could be a problem for you. 24 AIM Success Guides Having an RSS feed on your website means you can easily promote content such as blogs, videos or podcasts because links to them are delivered directly to subscribers when you upload them.
  25. 25. Management Successfully Getting Started with Social Media 25 Two detailed case studies The Shakespeare Birthplace Trust Jane Hartnell, Digital Media Manager, The Shakespeare Birthplace Trust: “The Trust is an international organisation with a global reach, but most of our resource has to be devoted to the delivery of two of our charitable objectives to maintain and provide access to the Shakespeare houses and collections in Stratford-upon-Avon. Digital channels give us the opportunity to develop relationships with our existing and potential audiences, both nationally and internationally ensuring we can extend our reach beyond the immediate locality. Working with partners where appropriate, we’ve embedded the use of social media and blogs across our organisation enabling us to utilise the creativity and expertise of our staff and volunteers. We use our blogs to build communities of interest around our key activities – for example tells the stories of visitors to Shakespeare’s Birthplace. Key learning: • We have to engage with these technologies as they are now all-pervasive in most people’s lives – we need to be where our audiences are. If your resources are limited, focus on the social channels which will derive most benefit and be aware that you’re enabling two-way conversations so be prepared to be responsive! • Staff and volunteers need to be trained and supported continuously. Develop key content creators across teams who’ll lead on their team’s contributions and ensure these activities are seen as ‘part of the day job’ rather than an extra. • Access to the technology needed to create content can be a real barrier, as well as the time required. Think about what resources you already have access to (perhaps through a ‘bring your own device’ policy) or partners you could work with to give you access. • Collaborate with partners and other connected organisations to generate content drawing on different areas of expertise and areas of interest. • Organise a central content calendar that all teams can access and contribute to. This helps identify any potential missed opportunities before they occur and minimises the risk of duplicate posting. If there are any sector related activities (such as #AskACurator day on Twitter) which you may overlook one year, get them noted in your calendar for the following year. • Creating content themes around external events, seasonal/national activities etc for a set period of time can provide a great way to bolster your content calendar and help your audience make connections with your offerings.”
  26. 26. 26 AIM Success Guides Birmingham Conservation Trust Suzanne Carter, Birmingham Conservation Trust: “Here at Birmingham Conservation Trust we love social media! As we won’t have a publicly accessible base until the Coffin Works restoration is complete in 2014, we have long used our website, blogs, Facebook, Flickr and Twitter feeds (2,500 followers to @BirminghamCT in December 2013) alongside the usual print and broadcast media, to build and inform our growing virtual community of supporters. Social media allows us to have a two-, three- or even four-way stream, so our supporters can easily reach us to share stories, tell us about buildings at risk, mobilise behind our campaigns, and join in our work of inspiring new audiences to enjoy Birmingham’s built heritage. We have a large team of volunteers who share their knowledge, expertise and creativity through our feeds, so our staff don’t have to do all the work. One volunteer is researching diverse cultural approaches to funerals for the Coffin Works feed; our contractors are blogging and tweeting about the restoration as are the creative team behind our community engagement projects; and we often post guest articles from experts in architecture, community arts or history. Our visitors, supporters, and the excellent junior journalists who run the Ladywood TNT News Team, all post films about us on YouTube. We use social media to advertise special events and offers like our calendars – free web applications like Paypal, Eventbrite and Survey Monkey make it easier for us to administer bookings and post-event evaluation. A volunteer-led PhotoWalk around the Eastside was shared in real time on Twitter and Flickr so that the world could see and share in what we were doing. We train all our contributors to make sure that we have a shared Voice and Values – we want content that is respectful of Brum’s many communities but is also fun, engaging and welcoming. We love getting comments and messages and make a point of responding to everyone. Without social media, our job of communicating the importance and wonder of Birmingham’s built heritage to a city population of nearly 1.2 million would be nigh impossible!” Twitter @BirminghamCT and @CoffinWorks Facebook (if this link doesn’t work when pasted into your browser please log onto Facebook) Flickr
  27. 27. Why the media needs your content With the advent of social media, journalists have a whole lot more work to do. They need to update their websites with content and their social media channels, at the same time as doing their day job. It’s why they want your content and need it. Getting media coverage Museums and cultural/heritage organisations have traditionally used print media, posters, advertisements etc to publicise new exhibitions. The communication has on the whole been one way – from the museum to the public. Now, with social media, communication is two way. People can more easily get in touch with organisations, making comments through Twitter and Facebook, contributing photos to Flickr groups, sharing content on collections through Pinterest etc. Museums are now adapting their marketing and communication strategies to suit a wide range of social media. This also means altering the way they write and interact with the public. It also means being willing to respond to audience and visitor feedback. This is of benefit to the museum as well as the visitor; customers can be a useful source of information and ideas, and can publicise the museum’s activities too. But how should museums decide how much of their time and budget to devote to traditional marketing and how much to social and digital media? Two useful case studies from the National Museums of World Culture in Sweden describe their experiences and what they learnt from using digital media to promote two major exhibitions. To see the case studies visit: idea-detail.asp?id=206 Management Successfully Getting Started with Social Media 27 Social media + traditional media = Coverage for your organisation Your checklist for using social media to get into the media • Use all your communication channels to cross promote your content. So if you have a new blog post, tweet it to your network and press contacts, update your Facebook and have a related picture on Flickr. • Don’t forget multimedia. Media websites such as are looking for heritage related stories which include multimedia files – for example audio, video and photographs. • Use media consent forms. Make sure you get people who feature in your content, including photographs, audio and video, to sign clear consent forms that cover internet and media use. • Build a database of key journalists and bloggers. Use mainstream media and social media to do this. Many journalists and bloggers are on Twitter. People can more easily get in touch with organisations, making comments through Twitter and Facebook, contributing photos to Flickr groups, sharing content on collections through Pinterest etc.
  28. 28. Many social media channels are by default available to the public unless you choose otherwise. It’s therefore vital that you only share information that you want to be in the public domain. Privacy Before you start using social media, you should familiarise yourself with the privacy settings so you can be sure about who can and can’t see your content. Facebook: Adjust your privacy settings and use the “Audience selector” tool to control who you post to. The “Timeline” format means past posts will be visible to the public unless you amend your privacy settings. For more advice visit http://safeandsavvy.f-secure. com/2011/10/27/facebook-timeline/ Closed and open groups: Many social networks, like Flickr, Twitter and Facebook, allow you to choose who can see your content. Keeping groups public opens up your content to a wider audience but you might think it’s appropriate to limit who can see your content. Copyright and permissions Don’t forget copyright and data protection issues that apply in the ‘real’ world also apply online – just because an image is on your digital files, does not mean you automatically own the rights to use it. Ensure that anyone who posts photos on your behalf complies with your other policies and that your permission forms include using images on social media channels. Don’t be put off using images of your collection or snaps of families and visitors, but when using them online, comply with your policies for copyright and permissions, in the same way that you would in printed materials. For more information: discover/copyright/907-digital-copyright Social media policies It’s up to you and your colleagues at your organisation to decide whether you need a policy on social media. It’s important to make sure that everyone has agreed boundaries but also that your social media presence isn’t bound by too much red tape. It might be better to outline what people should do, rather than what they shouldn’t. For example “Do use appropriate language”. But some things to consider are: • Offensive language • What employees say about your organisation on their personal social media • Whether employees should “friend” “follow” or “connect” with visitors and volunteers • How to respond to negative comments and if you should have some “house rules” for moderating social networks For more support developing your social media policy, visit Policy Tool for Social Media – 28 AIM Success Guides Confidentiality, privacy settings and copyrightDon’t forget copyright and data protection issues that apply in the ‘real’ world also apply online.
  29. 29. Resources that will help A tool that creates short versions of web links that you can share through your social media applications. Twitter apps: Downloadable software applications that allow you to use Twitter without having to open your browser. Some options include TweetDeck and Twhirl. HootSuite. Tool that allows you to manage all of your social media accounts in one place. Control all of your accounts on the move with the mobile version. TweepsMap – Device that lets you find where your Twitter followers are located around the globe. Social bookmarking: Websites which organise pages on the internet that you and other people mark as favourites so they’re easier to manage, find and share. Websites include, Diigo, StumbleUpon, Reddit and Digg. Google alerts: Email updates of the latest relevant Google results based on your requested search terms. For example, you might want to set one up for the name of your organisation. How do you evaluate success? It’s important to remember that though social media may appear to be free, it needs investment – your time – to make it work for your organisation. And this should not come at the expense of other communication channels, such as email, which you may have tested already and know are effective. Think about what social media success looks like and how you can measure it. This will depend on your organisation’s overall objectives and may relate back to exhibitions, campaigns, fundraising and engagement. You could consider if outcomes might be: • more visitors • more e-newsletter/volunteer/ supporter sign ups • more returning website visitors • longer time on your website pages • likes, mentions, shares, retweets • comments on posts • more followers or fans • donations Management Successfully Getting Started with Social Media 29 Tools to help you measure social media success MentionMapp: Fantastic visualisation tool that tracks who you speak to most on Twitter, who their closest contacts are, and what they’re also talking about. Facebook Insights: Great analytics showing who has liked your Facebook page, including trends over time, and demographics. Tweet Archivist: Find out who mentions you most on Twitter, and other great visual insights. Klout: A tool that analyses your style and influence across social networking sites . Twittercounter: Analyse your Twitter account’s growth of followers, following and tweets, and compare it to that of others. (CharityComms Guide to Social Media for Charities) media-for-charities#viewguide
  30. 30. 30 AIM Success Guides Your 10 point checklist 1. Agree aims. Why do you want to use social media? It’s best to be clear at the beginning, so everyone knows what your aims are and wants to help achieve them. 2. Think about what success looks like. You don’t necessarily need to have targets, but do think about how you will measure your social media work. 3. Set some ground rules – or not. Decide whether you need a social media policy and what it needs to cover. It might be better to outline what people should do, rather than what they shouldn’t. 4. Plan your time. Though many tools are free, you and your colleagues will need to invest your own time to use them. 5. Do some research. There are lots of tools out there that could help you to achieve your organisation’s mission. This guide will help kick start your research to help you decide what might work for you. 6. Think about language. How do you want to present yourself in social media? Make sure the language you use is appropriate for the audience you are talking to and that it reflects your organisation’s tone of voice. 7. Tell your organisation’s story. Social media gives you the chance to broaden the reach of your organisation’s work – it’s a great opportunity! 8. Share content. Content can be used across social media – and don’t forget to share it with journalists. 9. Build social media into your communications strategy. Use it to complement what you know works, for example, e-newsletters. 10. Interact. Remember that social media should excite, engage and make people feel closer to your organisation. Ask questions, talk to others and respond to feedback where appropriate. “I started to measure our social media output in terms of a numbers game, but I’ve begun to value the richness of the conversation (and hopefully conversion) a little more. I’ve used Twitter and Facebook to have an open discussion around issues. Keep a note or collection of ‘best’ exchanges, feedback and impact/reach to show senior staff the real impact SM has.” Rob Dyson, PR & Online Engagement Manager at Whizz-Kidz NFPtweetup/measuring-social- media-metrics-rob-dyson-at- the-nfptweetup
  31. 31. Aggregator. Software that collects news from websites, podcasts and blogs and delivers them to you in a simple format, usually by email or a chosen personal homepage. Sometimes referred to as a “news reader”. Blog. The word ‘blog’ comes from ‘weblog’. It’s a personal website on which someone regularly records their opinions or experiences, creates links to other sites or material such as images or audio. Emoticons also known as ‘smileys’. Graphics or combinations of symbols to express emotions in a shorthand way in text messages, for example A Keywords. A word or words identifying something on a web page. They are specific terms used by people to search for something on the internet. Maintenance. In this context a word meaning ‘maintaining the conversation and your presence online’ ie posting news, tweeting etc on a regular basis – otherwise people forget you. Microblogging. Web-based service which allows the user to broadcast short messages to others who have chosen to see their messages. Twitter is the most common microblogging service. New media. An older term for social media which refers to interactive online media such as social networks, blogs, podcasts and bookmarks. News feed. List, displayed in reverse chronological order, of updates from people/organisations you’re following on social networking and microblogging sites. Old media. Traditional ways of communicating, such as TV, radio, newspapers etc. Also referred to as “traditional media”. Platform Is a term used loosely to define the technological ‘base’ for other things to run on. For example, Microsoft Windows is a base on which you can run wordprocessing software, Android is the system for most smartphones. It can sometimes be used like this: ‘Wordpress’ a blogging platform, Flickr is a platform for publishing photos. RSS. Stands for “Real Simple Syndication.” A system which automatically finds articles, information and content from any site and brings it to you if you subscribe. Blog updates, new podcasts etc are delivered either by email or to a personal homepage. Social media. The name given to new ways of communicating online, such as social networks, podcasts, blogs etc. Interactivity – as opposed to the passive reading of information – is the defining feature of social media tools. Social Network. Internet applications such as Facebook, LinkedIn and Twitter which help you to connect and interact with friends and audiences. Spam. Unsolicited emails, blog comments and online messages, usually selling a product or attempting to divert traffic to a website. Status. An online description of what you are doing, used primarily on social networking sites such as Facebook, e.g. “John is going out for lunch”. Streaming. When audio or video files are watched online, within a browser, rather than downloaded to a computer. Tags. Words that describe the content of websites, blogs, photos or videos. Tags contain keywords which provide a useful way of organising, retrieving and finding information. They also make it easier for others to find your content. Management Successfully Getting Started with Social Media 31 Glossary
  32. 32. 32 AIM Success Guides Further information Digital Engagement Framework: guidance and ideas written by Jim Richardson and Jasper Nisser, the people behind Ask a Curator and Museum Next conferences. http://www.digitalengagement Social Media Knowledge Exchange: Website with lots of useful content on social media and museums, including how museums are using Twitter, Flickr etc. social-media-the-museum-2/ We are Culture24: useful links, reports and resources on this website including the Let’s Get Real research project looking at digital impact and engagement and how to measure social media success. action-research/ Oxford Aspire blog: discussion on social media and museums from conference in April 2013 with examples of how museums are using various digital platforms. http://oxfordaspiremuseums.blogspot. media.html University of Oxford Museums social media guidelines for staff and volunteers: a two page guide. sites/default/files/Social%20Media%20 Guidelines%20120511.pdf Museums-Social-Media: wiki for anyone interested in museums and social media. http://museums-social-media. Links on the site include this useful Storify by the London Museums Group museums-and-social-media-1sounddelivery is an award-winning digital media training, production and consultancy company with a passion for digital storytelling. We offer practical training workshops and tailor-made training programmes as well as creative production, campaign management and strategic consultancy services. Sign up for the sounddelivery digital update to receive inspiring examples of great multimedia content and campaigns. You can sign up at Twitter @sounddelivery Facebook sounddelivery Written by: sounddelivery Thanks to everyone who has been involved with and given comments and suggestions for this guide.
  33. 33. Management Successfully Getting Started with Social Media 33 AIM Association of Independent Museums 3 Chestnut Grove, Ludlow, Shropshire SY8 1TJ Registered in England No. 1350939 | Charity No. 1082215 Copyright © 2014 Sounddelivery and Association of Independent Museums AIM Editor – Diana Zeuner