8 challenges for museums on social media
TRANSCRIPT
Museums and Social Media: 8 challenges, questions
Image: http://yvonneta.wordpress.com/2013/01/25/las-labores-diarias-de-un-community-manager/
Conxa Rodà
Museu Nacional d’Art de Catalunya
Barcelona, 2013
Social media are a strategy element of museum communication
As well as an active presence on Wikipedia or working for the Open Content of our collections. All in all, aimed to make our content more accessible to users on the maximum number of platforms and with quality.
The new digital scenarios, among them, social media, make it easier for us.
But… are we museums doing it rightly enough? See next 8 questions to ask ourselves:
Image: www.friendfiler.com/targeting-social-media-audience/
Do we know our audience on social networks?
To be considered: beyond numbers engagement
which of our content attract +answers, +comments
how do we measure?
we need an internal analytics culturecontinuouscontextualdistributed throughout the organization
Do we explore/use the specificity of each network and platform?
Image: http://gestorhumano.wordpress.com/2012/04/18/porque-soy-un-community-manager/
To be considered: each network has its singularity and voice
learning how to use it will allow us to get out the most of each one, to become more interesting for our users
automatisation may not be a best practice. Is it handy? Yes. Does it save management time? Of course! Is it efficient? Less so
automatisation dangers:we ignore the uniqueness of each network we repeat the same message to users that may be following us on different platforms
Do we interact? Or are we just broadcasters?
Image: http://marketingland.com/short-attention-spans-and-social-media-how-to-fight-back-2435
To be considered:
the very nature of social media is built upon conversation, interaction
from museums, sometimes, we still consider digital media as a one-way communication
they are a splendid opportunity to talk to our audience, to be part of the conversation
we need to know how to engage users, and make them wish to share our content, performance
What we put out there is just an announcement board?
Image: http://hombreradio00.blogspot.com.es/2010/08/perifoneos-paralelos-i.html
To be considered:
It’s like chatting with friends and just keep talking about ourselves
we need to generate content and functionalities that attract & engage = storytelling!
use social media (and the blog) to share the museum behind-the-scenes
be generous, disseminate third-party content that may be of interest to our users
Is social media activity distributed throughout the museum?
Image: http://programmedevelopment.com/public/uploads/images/people_puzzle_clr.png
To be considered:
or is it the matter of just one departament or, even worse, of one single person?
it’s not fair to leave the CM (community manager) alone
editorial criteria and guidelines should be set
foster collaborative work on social media (not just for sustainability but to provide a richness of perspectives)
Have we measured the effort needed?
Images: www.jpvillani.com.ar/tag/sisifo/ http://nurianetworking.com/featured-slider/community-manager/
To be considered:the more social we want to be, the more work it means
the more we grow our circles of friends and followers, more dedication needed to interaction
opening a profile is done quickly, nurturing it takes time!
more and more “essential” networks appear every day → prioritise and select become necessary according to the museum’s mission and objectives
Do we have mobile users in mind?
Image: http://queaprendemoshoy.com/community-manager-interno-o-externo/
To be considered: access to social media from mobile is increasing continuously
immediate, easy and ubiquitous use make it very attractive to upload and share pictures, mainly
related to Wifi facilities inside museums
is our social content mobile-friendly? Do we inform when links are PDF o video?
do we make use of the features and possibilities of geolocalisation? of gamification?
Image: www.flickr.com/photos/briansolis/5610145329/
Do we have a Social Media Strategy?
To be considered: is it well worked out? Does it help us to fulfil the museum’s objectives?
measure before opening new profiles
for social media also a content strategy is needed
is our social activity integrated as well inside the museum for our visitors?
if we did prepare a strategy, do we revise it? Do we adapt it to the evaluation results? Or to sudden changes?
To be continued…
Social Media are today a strategy component of museum communication
Museums are active on social. Plenty of excellent examples out there. On average, we just need to improve the way we use it to make it
→ + creative→ + emotional→ + quality