Friends, Followers & Feedback

Social Media Policies and Evaluation Tools

We can acquire a sense of who makes up our community

We can gain more direct information about what people want to see

We can hear visitor responses and reactions

We can be more open and accessible

Can provide a gateway to new audiences

Talking in the language of our future audience

Benefits of Using Social Media

http://westmuse.wordpress.com/2009/09/22/social-media-strategies-for-museums/

What Types of Social Media do You Use In Your Everyday Life?

Note: Guidelines are approved at the organizational level, and policies are approved

at the Board level. At a minimum, you should have guidelines for your

staff and volunteers to follow!

Social Media Policies & Guidelines

To provide direction

To ensure consistency

To encourage compliance with internal and external regulations and policies

Why do I need a Social Media Policy?

Introduction (identify goals, definitions) Use of Social Media By Your Organization

(including monitoring and feedback) Governs use of SM by staff on behalf of the

organization Personal use of SM by staff (should be in

accordance with your HR policy) Be in keeping with CRA regulations (i.e.

activism or political activity) Regular review

What do I put in my Social Media Policy?

Key Issues?

Goals & Benefits (Why?)

Target Audience (Who?)

Execution Strategy (What?)

Specific Strategies for each SM tool (When? How?)

Components of a Social Media Plan

Facebook will be utilized to do the following: Update members with current information

about exhibits and events Display and share images or video of

exhibits and events Link to features pages of the website, or to

external websites, media coverage, etc. Post news items or local information about

the museum, its partners or its exhibits

Example: Specific Strategy for Facebook

From: Social Media Strategy developed by TDG Marketing for the Brant Historical Society - www.tdgmarketing.com

Example (cont.)

Initial Phase: Update existing social media platforms, giving it

a consistent look that compliments the website and allows for ease of use for members

include a prominent link to the museum’s website Encourage all staff and guests to join and invite

friends and family to join Send an HTML advertisement to current contact

list inviting them to join Trigger discussion by asking thought provoking

questions and by responding to member comments

From: Social Media Strategy developed by TDG Marketing for the Brant Historical Society - www.tdgmarketing.com

Example (cont.) 

Ongoing Phase: Increase the amount of information posted

through the group allowing for constant interaction with users

Addition of weekly trivia to keep the interest of users

Initiate contests to increase interaction Add pictures and video Update events and exhibits Participate in two-way discussions with users Create online surveys

From: Social Media Strategy developed by TDG Marketing for the Brant Historical Society - www.tdgmarketing.com

What Do I Use?

www.addthis.com/services

Compare by Country

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Which Social Media platform should I use?

Tips for Facebook: Set up a “Page” and not a “Group”

Avoid using your personal account to set-up “Page” Best option is to set up a second personal account Facebook does not allow organizations to have a

personal account

How Do I Get Started?

Tips for Twitter: Think carefully about your user name

Decide what/whose voice you will be tweeting as

Post a series of content before following other users

Do not follow everyone, but follow anyone you are interested in yourself

Do include the link to your institution or organization in your profile

Send a direct message to anyone who follows you thanking them

This thank you can include a link to your main website

“Those who describe their social media efforts as “successful” or “very successful,” are more likely to spend over 30 minutes a day on social media.”◦ (Social Media Museum Research Survey conducted by Adrienne Fletcher, Univ. of Florida)

Work within your limits! It is better to choose one SM tool and do it well.

Consider using free SM management tools (such as HootSuite or Tweetdeck) to manage all of your accounts from one location.

How Do You Work Social Media into Your Schedule

Hootsuite.com

How to best approach….

Engaging Your Audience

You want to create a community with your visitors by interacting and engaging with your audience.

The marketing will happen If you

Start a conversation

It’s Not About Marketing

Information on Collections◦ Incomplete

information often posted – inviting visitors to add to content

Relevant Articles and News Items◦ Entices discussion

What should I post?

Q. What type of information do you include in your Online Social Networking?

Chart from Surveymonkey.com

1. Current activities of staff

2. Live tweeting of events and openings

3. Gallery Store information on new products and services

4. First person historical anecdotes and stories

5. Share links to news and media coverage

6. Post quirky facts and competitions

7. Posting photos

Other Responses…

1. Add pictures - Post pictures of a new exhibition being built, an event or exhibition opening or even objects from your collection.

Engaging on Twitter

Sourced in Part: http://www.museummarketing.co.uk/

Posting Photos on Twitter

2. Fact of the day – this can be anything associated with your museum. Post this to Twitter with the Hashtag #museumfactmonday and join museums all over the world!

3. Twitter as a historic figure – This has been done in the past with success. Try http://twitter.com/wchurchill2010

Sourced in Part: http://www.museummarketing.co.uk/

4. Ask a question – Ask you followers something, their opinion, a weekly quiz, etc.

5. Link to your visitors’ videos and pictures – If you find videos or pictures posted by visitors to your museum link to them.

6. Talk about what is going on behind the scenes

7. Retweet – When someone else ‘tweets’ about you. Retweet so all ca see.

8. Talk to people – Answer peoples questions or comments about your museum and contribute to these conversations.

Sourced in Part: http://www.museummarketing.co.uk/

The best source for new ideas of how to make use of Social Media is browsing the pages of other institutions and getting inspired!

Twitter Engagement Tips apply to most Social Media platforms

Are you driving engagement now?How So?

What can you learn?

Evaluation Tools

Analyzing Facebook

Much harder to do than Facebook Many different tools can be found online

◦ However, these do not necessarily give you useful information

◦ Ex. - http://tweetstats.com/

Analyizing Twitter

What can Tweetstats tell you?

Join our session Facebook Group to continue the conversation!

Questions?