Download - Defining and measuring social media success in museums: How do you measure a relationship?
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HOW DO YOU MEASURE A RELATIONSHIP?
@erinblasco, formerly of @postalmuseum, now at @amhistorymuseum
Friday, February 22, 13
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GEEK LOVEThe power of Twitter : Stumbling upon a group of 30-somethings who were into postal stuff but not hugely aware of the Postal Museum. Outreach project?
Mail art photos by Donovan Beeson. Creative Commons.
Friday, February 22, 13
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•Twitter stalking
•Saying hello
•Flirting a bit
•Focus group via Google Hangout
•Decision to begin a mutually-beneficial outreach project. My goal: increase their postal knowledge, made them advocates. Theirs: fun, socializing around postal topics. Mostly using social media.
Mail art photo by Donovan Beeson. Creative Commons.
YEAH OUTREACH PROJECT
Friday, February 22, 13
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• Behaviors and attitudes that indicate that a target audience outreach project that uses social media as one of its tools is going well:
• Humor - You need to know somebody well to really know how to make them laugh. Do they joke with us?
• Amount and quality of effort - We asked them to take and tweet a relevant photo and use our hashtag. How many did, how on-target were the photos?
• Introducing us to their friends
• Honesty - They tell us they honestly hate our website design. (Then offer to help fix it!)
• Commitment - Two local members of the audience volunteered with us.
• Language - Can you finish each other’s sentences?
• Meeting their goals - We wanted them to learn things and advocate for the museum. They wanted to have fun and socialize around content interests. “Is the fun enough? Social enough?”
Friday, February 22, 13
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OH NO.This is kind of a one-sided relationship.
Friday, February 22, 13
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• Staff and volunteer behaviors and attitudes that indicate that a social media-based target audience outreach project is going well:
• Ability to describe the target audience
• Ability to anticipate what the target audience might like or not like in the museum
• Bringing up the audience during a decision-making meeting
• Bookmarking a website that the target audience frequents
• Changing interpretation style to better suit audience
Friday, February 22, 13