![Page 1: Access to Business Archives: Opportunities and Pitfalls of Social Media](https://reader033.vdocument.in/reader033/viewer/2022052413/55a23c9e1a28ab7f608b45fc/html5/thumbnails/1.jpg)
Access to business archives: the opportunities and pitfalls of social mediaKiara King, Ballast Trust Archivist
![Page 2: Access to Business Archives: Opportunities and Pitfalls of Social Media](https://reader033.vdocument.in/reader033/viewer/2022052413/55a23c9e1a28ab7f608b45fc/html5/thumbnails/2.jpg)
The Ballast Trust
![Page 3: Access to Business Archives: Opportunities and Pitfalls of Social Media](https://reader033.vdocument.in/reader033/viewer/2022052413/55a23c9e1a28ab7f608b45fc/html5/thumbnails/3.jpg)
Social Media
websites and applications that enable users to create and share content or to participate in social networking
![Page 4: Access to Business Archives: Opportunities and Pitfalls of Social Media](https://reader033.vdocument.in/reader033/viewer/2022052413/55a23c9e1a28ab7f608b45fc/html5/thumbnails/4.jpg)
For Archives:
• Promote your archive and its collections to a wider audience
• An audience that is engaged with you
• Link back to your archives' website or online catalogue
• Get feedback from others about your services
For Archivists:
• Build and maintain a professional profile
• Connect and learn from other information professionals
• Keep up to date with news, articles, conferences
Social media benefits
![Page 5: Access to Business Archives: Opportunities and Pitfalls of Social Media](https://reader033.vdocument.in/reader033/viewer/2022052413/55a23c9e1a28ab7f608b45fc/html5/thumbnails/5.jpg)
Twitter: Marks and Spencer Company Archive
![Page 6: Access to Business Archives: Opportunities and Pitfalls of Social Media](https://reader033.vdocument.in/reader033/viewer/2022052413/55a23c9e1a28ab7f608b45fc/html5/thumbnails/6.jpg)
Twitter: RBS Remembers WW1 project
![Page 7: Access to Business Archives: Opportunities and Pitfalls of Social Media](https://reader033.vdocument.in/reader033/viewer/2022052413/55a23c9e1a28ab7f608b45fc/html5/thumbnails/7.jpg)
Twitter - #tbt #throwbackthursday
![Page 8: Access to Business Archives: Opportunities and Pitfalls of Social Media](https://reader033.vdocument.in/reader033/viewer/2022052413/55a23c9e1a28ab7f608b45fc/html5/thumbnails/8.jpg)
Twitter - #otd #onthisday
![Page 9: Access to Business Archives: Opportunities and Pitfalls of Social Media](https://reader033.vdocument.in/reader033/viewer/2022052413/55a23c9e1a28ab7f608b45fc/html5/thumbnails/9.jpg)
Flickr: Tyne & Wear Archives
![Page 10: Access to Business Archives: Opportunities and Pitfalls of Social Media](https://reader033.vdocument.in/reader033/viewer/2022052413/55a23c9e1a28ab7f608b45fc/html5/thumbnails/10.jpg)
Blogging: Laura Ashley
![Page 11: Access to Business Archives: Opportunities and Pitfalls of Social Media](https://reader033.vdocument.in/reader033/viewer/2022052413/55a23c9e1a28ab7f608b45fc/html5/thumbnails/11.jpg)
Facebook: Coca-Cola Archives
![Page 12: Access to Business Archives: Opportunities and Pitfalls of Social Media](https://reader033.vdocument.in/reader033/viewer/2022052413/55a23c9e1a28ab7f608b45fc/html5/thumbnails/12.jpg)
Instagram: Guinness
![Page 13: Access to Business Archives: Opportunities and Pitfalls of Social Media](https://reader033.vdocument.in/reader033/viewer/2022052413/55a23c9e1a28ab7f608b45fc/html5/thumbnails/13.jpg)
Pinterest: British Postal Museum & Archive
![Page 14: Access to Business Archives: Opportunities and Pitfalls of Social Media](https://reader033.vdocument.in/reader033/viewer/2022052413/55a23c9e1a28ab7f608b45fc/html5/thumbnails/14.jpg)
Opportunities for business archives
• Tell your brand’s unique story
• Connect to a global audience
• Build an engaged community around your archive
• Provide your company with authentic original content
• Raise your profile internally and externally
• Link up your efforts and platforms
• Make the most of hashtags to join conversations
• Showcase your images
![Page 15: Access to Business Archives: Opportunities and Pitfalls of Social Media](https://reader033.vdocument.in/reader033/viewer/2022052413/55a23c9e1a28ab7f608b45fc/html5/thumbnails/15.jpg)
Pitfalls
• Ignoring comments – interact with your public
• Spamming – create tailored content for different platforms
• Not proofreading your content
• Finding a consistent voice
• Not allocating time - can you sustain content and activity?
• Will it create unrealistic expectations of access?
• Measure your activity and decide on important metrics for you (likes, retweets, follows, comments, shares??)
![Page 16: Access to Business Archives: Opportunities and Pitfalls of Social Media](https://reader033.vdocument.in/reader033/viewer/2022052413/55a23c9e1a28ab7f608b45fc/html5/thumbnails/16.jpg)
Case Study: University of Glasgow Archive Services
![Page 17: Access to Business Archives: Opportunities and Pitfalls of Social Media](https://reader033.vdocument.in/reader033/viewer/2022052413/55a23c9e1a28ab7f608b45fc/html5/thumbnails/17.jpg)
How to??
• “Just jump in” vs developing a strategy
• Identify company aims/messages/objectives – how can the archive support them?
• Decide on whether to support your corporate accounts or create an archive account – or have both!
• Content calendar
![Page 18: Access to Business Archives: Opportunities and Pitfalls of Social Media](https://reader033.vdocument.in/reader033/viewer/2022052413/55a23c9e1a28ab7f608b45fc/html5/thumbnails/18.jpg)
GU Archives: #OnThisDay tweets using our Uni Story resource
![Page 19: Access to Business Archives: Opportunities and Pitfalls of Social Media](https://reader033.vdocument.in/reader033/viewer/2022052413/55a23c9e1a28ab7f608b45fc/html5/thumbnails/19.jpg)
GU Archives: connect with live businesses
![Page 20: Access to Business Archives: Opportunities and Pitfalls of Social Media](https://reader033.vdocument.in/reader033/viewer/2022052413/55a23c9e1a28ab7f608b45fc/html5/thumbnails/20.jpg)
GU Archives: connect with new businesses
![Page 21: Access to Business Archives: Opportunities and Pitfalls of Social Media](https://reader033.vdocument.in/reader033/viewer/2022052413/55a23c9e1a28ab7f608b45fc/html5/thumbnails/21.jpg)
Glasgow Uni: corporate use of our content
![Page 22: Access to Business Archives: Opportunities and Pitfalls of Social Media](https://reader033.vdocument.in/reader033/viewer/2022052413/55a23c9e1a28ab7f608b45fc/html5/thumbnails/22.jpg)
Glasgow Uni: corporate use of heritage for marketing #worldchangerswelcome
![Page 23: Access to Business Archives: Opportunities and Pitfalls of Social Media](https://reader033.vdocument.in/reader033/viewer/2022052413/55a23c9e1a28ab7f608b45fc/html5/thumbnails/23.jpg)
DISCUSSION
![Page 24: Access to Business Archives: Opportunities and Pitfalls of Social Media](https://reader033.vdocument.in/reader033/viewer/2022052413/55a23c9e1a28ab7f608b45fc/html5/thumbnails/24.jpg)