Post on 19-Feb-2017
Social Media &Museum CollectionsBest Practices and Emerging Trends
Why Social Media Matters
● Audiences are there
● Audiences are there
● Social messages are worth 13x standard marketing messages
● Audiences are there
● Social messages are worth 13x standard marketing messages
● Museum visits are social activities
Best Practices
Prioritize1. Website
2. Email Newsletters
3. Social Media Platforms (in order of popularity and relevance)
FacebookPost once per day or less.
Quality over quantity.
Don’t automatically cross-post.
Create events selectively.
Be visual.
Be responsive.
Videos are favored.
PinterestStart with 10 or boards or fewer.
Space out pins to your boards.
Link pins to your website.
Include a short description.
Use searchable terms.
Post timeless content.
InstagramShare at least once per week.
Add hashtags and captions.
Use @mentions to engage users.
Follow, like, and tag others.
Use location tagging.
TwitterInclude a photo.
Don’t only post your own content.
Retweet and reply to others.
Limit hashtags to one or two.
Tweet up to six times per day, spaced out.
Include a link.
Tracking
Followers
Subscribers, followers, likes
Won’t necessarily see every message.
Quality over quantity.
Reach
Number of people who have seen your content.
Typically 5–10% of followers are reached.
Can exceed follower count when content has high engagement.
Engagement
Likes, comments, and shares.
Number of people interacting/endorsing the posts.
Most important metric.
Use to help guide content.
Tools
Scheduling
Buffer
Listening
Respondly
TweetDeck
Google Alerts
Google Analytics
Content Curation
BuzzSumo
Feedly
Digg
Examples
#LetMeLibrarianThatForYouNew York Public Library
VanGo YourselfCulture24
1840s GIF PartyTate Modern
#PlayArtfullySFMoMA
#MobilePhotoNowColumbus Museum of Art
https://vimeo.com/122773527