social media for museums rosie clarke culture24

Rosie Clarke, Culture24

Social media – who should I be talking to and how?

Your marketing objectives

• Community outreach• Engagement• Humanise your institution• Touchpoints, shared stories

Audience

• Same as real world• More frequent contact• Experimentation• Slow growth• Ask them!– Towner Connect10 audience suggestions

Let’s Get Real report

• Priorities– 1) Fix SEO– 2) Mobile-optimised website– 3) Social media

Questions to consider

• What’s right for you?• What can you manage – resources needed?• Who will do it?• Frequency – schedule?

What makes good content?

• Visual – images• Quirky / random• Unexpected

- custodians• Storytelling• Remarkable

The Horniman’s Cheese Horse

• Photo• Twitter• Unboxing video• Puns• Pinterest• Cheese carving• Answers

http://storify.com/HornimanMuseum/cheese-horse

Storify

Blogging

• Easy to update yourself• Permanent record of ephemeral social media– Storify

• Share a journey• Guest posts – different audiences

Scheduling

• Friday fact• Object of the week• Lists – top tens• How to …• Resources• Tips from …• Interview with …

Twitter

• Tone of voice• Immediate• Can share images, video, have conversations– @– .@– RT– MT– #ff

Facebook

• Algorithm changes – only 16% will see– Recency– Frequency– Popularity

• Time of day – outside work hours

• Private sharing

Fabricaon Facebook

Images

• Flickr changes• Instagram• Instagram / Twitter changes• More likely to be clicked • Most blog traffic via

Google image search• High-res media image library

Pinterest

Discover more

Tumblr

• Immediate shares• Young demographic• Professional?

Video

• YouTube most popular, good SEO• Interviews• Vox pops• Curator’s Choice• Unboxing

• http://www.youtube.com/watch?v=knG6yZ5_aE0

Google+

Challenges

• Monitoring and controlling• Management buy-in• Updating too much / not enough• Begging • How to respond? Transparency• Abruptly stopping

Growth• Your team are your best advocates• Email signatures, LinkedIn, business cards• Online signup• Competitions• Social proof

Thanks very much!

Rosie Clarkerosie@culture24.org.uk01273 623336

http://museumsatnight.wordpress.com

@rosieclarke@museumsatnight@culture24