8 challenges for museums on social media

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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

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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?

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?

Museum Computer Network Conference, Atlanta 2011. Photo: Conxa Rodà

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

Thank you!!

Conxa Rodà @innova2Museu Nacional d’Art de Catalunya @MuseuNac_Cat

www.museunacional.cat

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