Putting the Social in Social Media: The Rise of Social Media Associations
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For many, social media is an extension of their marketing department, with limited engagement to the community or even other museums, both local and global. While there is no short of enthusiasm amongst museum professionals, active on Twitter, institutions as a whole struggle to celebrate local culture amongst each other, ignore the opportunity to act as a place of dialogue during major current events, and in general talk about reaching broad audiences but fail to do so with social media. However this is changing as more and more museum associations and social media groups form. Looking to fill a void, these groups all share one common value: museums are undoubtedly stronger together; the more collective online efforts we push forward, the better we all do. Andrew Mandinach, Nicholas Griffith, and Lisa Worley will talk about the problems they faced that lead them to form their museum associations and the work they've been doing to build social capital as the dominant currency on social media through quality content and prolonged dialogue. The panel will address our experiences forming these groups, discuss what we're currently doing, and project future goals. Moderated by Adrianne Russell, co-founder/organizer of #MuseumsRespondToFerguson, our panel will address the responsibilities of institutions to respond to events like we've seen in Ferguson, Indiana, and Baltimore. Forming associations is only the first step, and by opening the gates of social media communication comes great responsibility - some that many aren't willing to face. We will address the ways to move beyond using social media as a marketing tool and the benefits of engaging with people in honest and open dialogues as a way to make institutions more accessible to audiences not normally engaged. *** Andrew Mandinach is the Video Production Manager at the Balboa Park Online Collaborative and formed the San Diego Social Media Managers Group. Lisa Worley is the Youth Education Specialist for the Texas Historical Commission, the state agency for historic preservation and serves as the Co-chair of the Austin Museum Partnership. Nicholas Griffith works for the Natural Sciences Division at Bishop Museum in Honolulu and serves as head of programs for the Hawai`i Museums Association (HMA). Adrianne Russell is a museum evangelist, literary artist, and nonprofit consultant based in Kansas City, Missouri. She has written and presented about the intersections of art, race, gender, and culture for Temporary Art Review, The Museum Life with Carol Bossert, Museum Computer Network, and her blog, Cabinet of Curiosities. Feel free to contact us: @mndnch, @goodlisa, @NaturaeObscuram, @adriannerussell
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Putting the Social in Social Media: The Rise of Social Media Associations
- 1. Putting the Social in Social Media The Rise of Social Media Museum Associations
- 2. The (Personal) Social-Museum Experience Andrew Mandinach @mndnch San Diego Social Media Managers Group
- 3. "If you have a platform you should use it for really interesting things" - Carrie Mae Weems
- 4. The Social Museum - Opening the Conversation Beyond Marketing
- 5. When everything is connected, everything matters. - Bruce Mau
- 6. Who’s got time for that?
- 7. Balboa Park
- 9. Centennial Celebration: Balboa Park Social Media Managers - UNITE!
- 10. The San Diego Social Media Managers Group
- 11. At least we’re doing something, right?
- 12. Austin Museum Partnership (AMP) austinmuseums.org
- 14. Dipping Our Toes in Social Media @austinmuseums
- 15. SuperFriends
- 17. Austin Museum Day: Media Campaign
- 18. Austin Museum Day: Social Media Campaign
- 19. Austin Museum Day: Social Media Campaign
- 20. Statistics: Austin Museum Day 2013 2014 2015 Attendance 21,700 28,000 28,000 Institutional Participation 42 37 37 Instagram contest entries -- 250 500 Web/mobile views 50,000+ 24,500+ 30,900+ mobile app downloads --
- 21. What Works...and What We Need to Work Out Austin Museum Day is great but... How do we maintain the critical mass around Museum Day all year? What is our goal? What is our voice?
- 42. Talk to Us Andrew Mandinach @mndnch Lisa Worley @goodlisa Nicholas Griffith @naturaeobscuram Adrianne Russell @adriannerussell
Notes de l'éditeur
- I’m the Video Production Manager at BPOC. I like to describe my job as visual engagement as I produce videos for the 15+ museums in the Park and co-manage Balboa Park and BPOC social media. We’ve all heard the fear that social media will become a surrogate to visiting the museum, and we know this to be problematic. Of course people won’t stop coming to the museum, just because it’s on SM. I like to think of social media as my museum fix. My daily dose. SM gives people the opportunity to experience the textures, the colors, the music, the art, the pulse of the institution; to be at a museum on the daily, while living across the country—or even globe. I take that fear of social media as a compliment. It means we’re doing something interesting and drawing attention to the museum in new ways.
- January 24, 2014, Carrie Mae Weems was the first African American woman to have a retrospective at the Guggenheim — her first major exhibition at any New York museum. In a recent talk in San Diego, having reflected on the significance of the show she said, “Let’s use the stage. This platform to do something interesting and exciting.” She organized about 200 people to “play with her over the course of three or four days. concerts, readings, dance, performance, poetry.” It went so well they were invited to organize another series this year – “because they hadn’t seen anything like it.” If you have a platform you should use it for really interesting things. While Carrie was talking about programming and institutional issues as a whole, it can certainly be applied directly to social media. We’re not simply posting to social media - we have the opportunity to present the interesting items, events, and discussions taking place in our space, on our social platforms.
- So it’s time to rethink the paradigm: Social media is a great tool to enhance what we as marketers and visual producers are doing - communicating to our visitors/fans. However it shouldn’t stop there. Most museums seem to utilize social media as just another way to present information instead of using it as the conversational tool it is. However that’s not how we operate on our personal channels. We’re not shy people. We’ve communicated all week long. #MCN2015 is trending! Of course it’s easier said than done when at a conference away from the office, however what if museums engaged with each other about their content? Without it being tied to a campaign. Turning off that “phone voice,” and engage in current topics outside the museum – topics that people can relate to and are already engaging in.
- It’s not simply about going where people are. By actually allowing our institutions’ handles to get social within their chosen platforms, we allow allow them to be more accessible to fans/visitors - local and global – by communicating in the language of those platforms. We operate on the digital frontline, and that changes the format from a presentation into a conversation. And if that’s the case, we operate not as marketers who use social media, but as ambassadors of our institutions - speaking on behalf of our organizations. So by engaging with our fellow museums we connect our institutions to new audiences, and root ourselves deeper in the art world through meaningful discussions around our work, studies, collections, and everything that makes our museums great.
- But with all that we do, who’s got time to re-think the paradigm? While there is no easy prescription, we live in a global society; we have the ability to reach out to others. We’ve got resources at our fingers that connect our offices to others—across the globe. The International Museum Social Media Managers Group is a fantastic resource that allows for social media managers all over the world to ask questions, brainstorm, and collaborate. Formed out of MCN! Holla! But maybe a good place to start is by talking to those immediately around us—get to know the social media managers just down the street from you. Think globally, act locally.
- So let’s put this into context. This is where I work. The nation's largest urban cultural park. 15 major museums, performing arts venues, gardens, hiking trails, the San Diego Zoo. The Crown Jewel of America’s Finest City - a hub for arts and culture and cultural exchange.
- However we don’t take full advantage of our shared experience and resources. Communication is minimal amongst organizations to celebrate our collections, shared location door to door (we’re not even talking about a shared city), or camaraderie, most recently involving Balboa Park’s Exposition Centennial this year. When we do it’s campaign based, and in my opinion, it tends to fall flat. Enter BPOC. Rewinding to about a year ago, Balboa Park was gearing up for what we’re now currently wrapping up, the Centennial of the 1915 Panama California Exposition. This is a big deal for SD. The exposition is what put San Diego on the map. But 100 years later, instead of everyone communicating with each other about this shared event, this shared history, cross promoting, and collaborating, the focus is mainly centered around larger exhibitions planned by the individual institutions. Around the same time, I joined the International Social Media Managers group just before MCN2014, which laid the framework for a group I formed called the Balboa Park Social Media Managers group. Similarly, the group was to serve as an organizational tool to help us coordinate communication around centennial events and beyond. It was something that I wanted to see happen, but also needed to happen - the group organizing the centennial literally disbanded and this was our effort to mobilize.
- With every museum planning big shows throughout the year, this was our opportunity to tie them all together via social media —leverage the excitement of the centennial blockbusters to focus on the collections we have in the Park. The first thing was the King Tut exhibit at the Natural History Museum. The question was what connections could be made? Turns out there are mummies inside the Museum of Man, Egyptian Beads inside the Mingei International Museum, Aviation flyers celebrating world travel – including Egypt at the Air and Space Museum. From there we coordinated a twitter sing-a-long around the Grinch - tying collection items to the annual Christmas tree lighting and performance at the Old Globe Theatre. Museum of Art, History Center, and Veterans Museum got instagram accounts. We’ve held Social Media 101 workshops and my next phase is to initiate workshops on social strategy.
- My goal is to facilitate active communication and engagement — amongst the institutions and by extension the visitors of those institutions. During March’s Literacy Month + Ted Giesel’s birthday (Dr. seuss) I reached out to the Public Library to see if they’d be interested in partnering in a similar, but “unofficial” way. What ensued was the unscripted/unplanned dialogue, seen above. A little light banter between institutions commiserating San Diego history. The Tourism Authority joined in and a writer for the local paper said, “when san diego instititions are awesome on twitter, everyone wins.” The group now includes the tourism authority, the aquarium, the symphony, multiple universities, and it’s still growing.
- I realize that things like Grinch Tweet-ups won’t move mountains, but I believe it’s the first step. As Colleen Dilenschneider wrote, “SM impacts reputation which drives people to orgs.” Tweetups are practice. Learning to interact with other institutions, talking about their collections, engaging in discussion rather than straight promotion. Then #museedu. Then #museumsrespondtoferguson. And all the while showing the public that they get it and it’s authentic. This is a chance to talk about our collections, trends not just national cat day, but public art, conservation, art activism, community issues, etc.. We become more authentic and create a personal experience for viewers. It’s more relatable and they can feel more comfortable actually engaging with the museum on social media, as well as in person. By talking to other museums we can celebrate art for the sake of art, and at the end of the day – it’s still getting your name out there. We need to move beyond thinking that if we mention someone else’s name they won’t go to us, but to them instead. So I leave you with my favorite remark from last year by Emily Lytle Painter, a museum visitor to one museum is a win for all museums.
- I’m Lisa Worley. My day job is as Education Specialist for the Texas Historical Commission where I have almost nothing to do with social media. My alter ego is co-chair of the Austin Museum Partnership (a position I’ve held for about 2 years), but have served in other areas of the board (since 2006, I think?) including chair of external affairs, which is when I spearheaded our foray into social media. The greater Austin area includes 5 Counties (Travis, Bastrop, Caldwell, Hays and Williamson) (Principal Cities: Austin, Round Rock, Cedar Park, San Marcos, Georgetown, Pflugerville, Kyle and Leander) The Metro Austin Population in 2015 is about 2 million. Our mission is to promote and facilitate collaboration within the museum community for the benefit of our museums and the community at large. In 2015 we’re Institutional members: 51 (with +/- 4 that sometimes renew, sometimes don’t) Institutional members are everything from a large federal museum and a couple of university-based organizations to art galleries and small, volunteer-run organizations with no physical space Individual members: 9 (we hover between 10 and 25 at any given time) All volunteer run board of 11 (usually). 2 co-chairs: special projects, work with committees, fundraising, public face 1 treasurer, 1 secretary 2 internal affairs: website, membership, professional development 2 external affairs: social media, special events (Educators’ Open House) 3 Austin Museum Day: our big annual event
- A little background about AMP: We’re a 501c3 and a regional affinity group of the Texas Association of Museums. AMP started in 1998 with 2 goals: 1. help with local arrangements for the annual Texas Association of Museums conference to be held in Austin, and 2. put on 2 joint events: Austin Museum Day (which I’ll talk more about later) and the Christmas Gift Store event which is now defunct. We have a wordpress website. All institutional members have their own login access to manage their profiles and events. We host professional development opportunities (most recently Social Media 201 and Arts Advocacy Training - which we also opened up to arts and museum professionals). Give away 2 scholarships to the Texas Association of Museums annual meeting. We use Linkedin for group communications (we used to use Yahoo Groups, but it sucked really bad). We have 2 annual events: Austin Museum Day and new this year, Educators Open House. Quarterly membership meetings...Monthly happy hours (aka DrinkingAboutMuseums)...partnerships and special projects (we’re working with the Austin Public Library to create a “museum passport” whereby library patrons can checkout admission to participating museums).
- We started using social media to give AMP a voice -- the thinking was we would promote our members’ events, programs, etc. and that we would eventually grow to be more than just a bullhorn for what our members are doing. We’re on Facebook (both a Page for AMP and a closed group for our members), Twitter, Instagram, Flickr, and LinkedIn. We assigned duties to our external affairs committee of 2 (mostly because I was on that committee when we started using social media). (Interestingly, none of our external affairs committee members have been the social media managers at their own institutions. We use the AMP website to gather information for posting to our channels promoting events and programs. And we also use our platforms as a way to communicate with our member institutions. Which isn’t bad for a start... And then I went to MCN in Seattle (2012?) - and learned about SF museums’ Superfriends group. They talked about a couple of social media campaigns that they worked together on to cross promote. I realized that we were in a good position to implement something like this for AMP.
- I started the AMP’s SuperFriends social media support group. monthly meetings - what’s coming up we talk about problems and come up with solutions...upcoming campaigns like #MuseumWeek and #askacurator sometimes, the larger institutions will invite members to attend “members only” events such as exhibit openings with the understanding that we’ll use our personal (and if we can our institutional) social media accounts to promote the exhibit (or whatever) social media spreadsheet - members have access to add content, also has holidays, commemorations, etc. Instagram takeovers #atxmuseums hashtag Building this network was important to us, and we really started kicking these efforts into gear for our big annual event.
- Held annually on the penultimate Sunday in September. Austin Museum Day is touted as a “rediscovery of all that Austin’s museums have to offer.” Our participating member institutions (not all participate) agree to open their doors free to the public. Some offer additional, special programming for the day.
- Normal publicity channels: print: local newspaper -- talk about Austin Chronicle special insert -- list of all participating members, event info, a large map and additional stories like “how to make the most of Austin Museum Day” posters and postcards that we distribute around town and to all of our participating members we hire a different graphic designer every year to design a new look bus wraps, and placards spanner mobile app - new this year!
- In 2014, we produced our first social media plan for Museum Day. The plan has sample posts (english and spanish), list of our event sponsors, a spreadsheet that includes everyone’s event info for the day as well as all of their social media platforms. (for those that don’t have social media presence, we include an institutional hashtag that we created for them). we email this to all participating member orgs on September 1. We also have an event hashtag that we place on all advertising and is used our instagram photo contest. My organization (THC) partners with AMP to run an Instagram photo contest. (We post rules on Instagram, Twitter, and Facebook, as well as on our event website and in the print guide (and ads). Part of the rules include permission for us to use photographs in the future. We award prizes for 1st thru 3rd places. All prizes come are donated from our members (annual memberships, free admission passes, exhibit catalogues, t-shirts--- one of our museums gave away free rides in one of their howitzer tanks during their big annual reenactment event.
- These are some examples of our posts for Museum Day. the members of the board work together to write and schedule posts to our various platforms to run throughout the month. (We usually launch all publicity/marketing efforts on September 1). member orgs are categorized into “groups”: culture, history, art, science (member orgs can determine which category they want to be in when they create profiles for the AMP website). We group institutions also by location, types of activities, etc. and use all of that to determine what we’re going to post on each of the platforms. (We also thank all of our sponsors before, during and after the event and make sure to promote the Instagram photo contest.) On actual Austin Museum Day, members of the board split up duties for covering the event on social media. For instance this year, I kept an eye on all of our platforms via Hootsuite liking, retweeting, and reposting, and another board member visited a handful of museums and live posted during the event.
- So, here’s what it looks like: institutional participation-- merging of 3 city museums into “one” institution; 1 museum closed. (again, not all of our member institutions actually participate in the event. I’d say we’re at about 90% participation.) 2013: out print “event guide” in the newspaper was a complete disaster. In 2014 we went with a different area newspaper, which was geared more toward our “traditional” demographics. 2013 was also the first year we started any real fundraising for the event, so were able to expand advertising significantly in 2014. web/mobile views - 2013 numbers include an online mobile guide developed by an outside company (now out of business) as well as the website- these numbers are for the 3 weeks leading up to the event. 2014 and 2015 numbers are for the 7 days leading up to Museum Day. Just a note: in 2014 we had 2 websites. 2015 we consolidated the event website with our AMP website, so we only had 1 website. The mobile app was new this year. We launched it for Museum Day, but the rest of the year it’s a guide to all of our member institutions (interestingly: 31% android, 69% iOS downloads) Stagnant attendance the last 2 years - that may be more about the quality of programming at some of the sites - some sites see significant increases in attendance from year to year. They usually have new programs/exhibits, etc. But it’s clear that expanded efforts helped to boost attendance.
- This is my mock introductory slide, where I introduce myself and talk about where I work and what I do...
- This is where I talk about the leaps and bounds we’ve made at Bishop Museum through how we approach social media...
- This is where I talk about how Bishop Museum, despite our successes through social media, are failing to attract more than 350,000 of the 6-7 million visitors that come through Hawai`i each year...
- This is where I talk about how Bishop’s attendance problem isn’t something we can solve on our own. We share a collective struggle, to rebrand Hawai`i as something more than a surf spot/mai tai/white sandy beach...we’re being outcompeted by fake luau’s and cultural misappropriations...