Social Media Policies and Evaluation Tools. We can acquire a sense of who makes up our community We...

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Social Media Policies and Evaluation Tools

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Transcript of Social Media Policies and Evaluation Tools. We can acquire a sense of who makes up our community We...

Page 1: 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.

Social Media Policies and Evaluation Tools

Page 2: 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.

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

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

Page 3: 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.
Page 4: 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.

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!

Page 5: 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.

To provide direction

To ensure consistency

To encourage compliance with internal and external regulations and policies

Page 6: 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.

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

Page 7: 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.
Page 8: 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.

Goals & Benefits (Why?)

Target Audience (Who?)

Execution Strategy (What?)

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

Page 9: 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.

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

Page 10: 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.

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

Page 11: 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.

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

Page 12: 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.

www.addthis.com/services

Page 13: 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.

www.addthis.com/services

Page 14: 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.

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

Page 15: 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.

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

Page 16: 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.

“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.

Page 17: 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.
Page 18: 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.

How to best approach….

Page 19: 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.

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

Page 20: 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.

Information on Collections◦ Incomplete

information often posted – inviting visitors to add to content

Relevant Articles and News Items◦ Entices discussion

Page 21: 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.

Chart from Surveymonkey.com

Page 22: 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.

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

Page 23: 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.

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

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

Page 24: 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.
Page 25: 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.
Page 26: 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.

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!

Page 27: 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.

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/

Page 28: 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.

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/

Page 29: 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.

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

Page 30: 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.
Page 31: 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.

What can you learn?

Page 32: 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.
Page 33: 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.
Page 34: 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.
Page 35: 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.
Page 36: 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.

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/

Page 37: 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.
Page 38: 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.

Join our session Facebook Group to continue the conversation!


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