This document discusses social media strategies for museums. It begins with definitions of social media and examples of popular platforms. It then examines different social media platforms and audiences, providing statistics on user bases. The bulk of the document outlines a "tournament" where various social media platforms compete against each other in different categories like photo sharing or microblogging. Facebook emerges as the overall champion. The document concludes by offering tips on managing a sustainable social media presence for a museum, including keeping content simple, remembering staff/volunteers, and using analytics and other resources.
2. Who We Are
Jamie Glavic
Ohio Historical Society
@MuseumMinute
Michelle Moon
Peabody Essex Museum
@MichelleNMoon
3. What is Social Media?
Definition: Wikipedia
Image: http://lisamctigue.com/Los_Angeles_Internet_Marketing/wp-content/uploads/2013/05/socialmedia.jpg
• Create
• Share
• Exchange
Information & Ideas
4. What Does Social Media Look Like?
Image:http://mashable.com/2013/04/12/social-media-demographic-breakdown
7. Social Media = Community
Active
Live
Inquisitive
Visual
Engaging
Image: Brilliant High School Basketball , Ohio Memory, Ohio Guide Collection, OHS
Reference URL: http://www.ohiomemory.org/cdm/ref/collection/p267401coll34/id/10204
8. Social Media Game Plan
Image: Perrysburg High School basketball team 1940 , Ohio Memory, Way Public Library
Reference URL: http://www.ohiomemory.org/cdm/ref/collection/p15005coll38/id/1139
9. Social Media Requires Strategy
• Ambition
• Goals
• Values
All of this is laid out in the Digital Engagement
Framework workbook, available online.
10. How to Identify Your Digital Values
What is your mission?
What do you want to be
known for?
What do you offer?
What are your community
demographics?
Who do you serve?
Image: 37th Signal Company (“Buckeye Division”) playing basketball in Bougainville Island, Papua (New Guinea), Ohio Memory, OHS (1940s)
Reference URL: http://www.ohiomemory.org/cdm/ref/collection/p267401coll32/id/10837
11. Game of Strategy
Image: Team photograph of six members of the Eden, Ohio, High School basketball team, 1922. Ohio Memory, OHS
Reference URL: http://www.ohiomemory.org/cdm/ref/collection/p267401coll32/id/12780
13. Different Platforms = Different Audiences
Who do you want to reach?
• 72% of online adults use
social networking sites
(May, 2013)
• Those 65+ have roughly
tripled their presence on
social networking sites —
from 13% in the spring of
2009 to 43% (August, 2013)
Stats: The Pew Research Center's Internet & American Life Project
URL: http://www.pewinternet.org/Reports/2013/social-networking-
sites.aspx
Image: Cincinnati Royals stars Oscar Robertson and Jerry Lucas pose with basketballs, September 18, 1963, Ohio Memory, OHS
Reference URL: http://www.ohiomemory.org/cdm/ref/collection/p267401coll32/id/12804
16. First Round: Video Sharing
Vine
• NEW: enables users to
create & post short video
clips
• In four months, 13 million
ppl signed up (active users
not reported)
• Topsy estimated that users
post 12 million videos on
Twitter every day
YouTube
• 1 billion unique users visit
YouTube each month
• 100 hours of video are
uploaded to YouTube every
minute
• According to Nielsen,
YouTube reaches more US
adults ages 18-34 than any
cable network
18. First Round: Photo Sharing
Flickr
• Owned by Yahoo
• 87 million users
• 8 billion photos
Instagram
• Owned by Facebook
• 100 million Monthly Active
Users
• 40 million Photos Per Day
20. First Round: Audience Managed
Platforms
Reddit
• Last month, Reddit had
73,293,644 unique visitors
• Hailing from over 188
countries
• Viewing a total of
4,885,611,148 pages
Wikipedia
• Number of Users:
19,717,168
• Number of edits:
650,039,570
• Number of articles:
4,331,523
22. First Round: Professional Networks
Google +
• 359 million monthly active
users according to a
GlobalWebIndex study
• Its active users base grew by
33% from June 2012
through to March 2013
LinkedIn
• Over 200 million users (2
new users join it every
second)
• 64% of users are outside the
USA
26. First Round: MicroBlogging
Tumblr
• 6% of internet users are on
Tumblr
• 51.7 billion Tumblr posts to
date
• 50% of posts are photos
Twitter
• 16% of internet users are on
Twitter
• 288 million monthly active
users
• Average number of tweets
sent per day: 400 million
28. First Round: Profiles
Facebook
• Daily active users have
reached 665 million
• Monthly active users have
passed 1.1 billion for the
first time
• 751 million mobile users
access Facebook every
month
MySpace
• Relaunched in June 2013
• 14.2M musical artists
• 13k songs uploaded daily
30. First Round: Pinboards/Bookmarks
Pinterest
• 70 Million Users
• 80% of pins are repins
• 2.5 billion monthly
pageviews
StumbleUpon
• 30+ Million users
• 40% of all stumbles are
coming from mobile
• Recently laid off 30% of
workforce
39. How Many Platforms?
• Varies by institution
• Design your social
media strategy to be
sustainable
• Make SMART goals
• Define and decide what
you want/need to
measure
Image: Basketball, Massillon High School vs. South High School, Akron (Massillon beat South, 34-15), 1937, Ohio Memory, OHS
Reference URL: http://www.ohiomemory.org/cdm/ref/collection/p267401coll34/id/10200
40. How To Manage?
Slide: Sustaining your social media presence by Georgina Goodlander, May 20, 2013
Reference URL: http://www.slideshare.net/georginab/sustaining-your-social-media-presence
42. Remember Your Team
Image: Panthers basketball team of Oxford , circa 1925, Ohio Memory, Smith Library of Regional History
Reference URL: http://www.ohiomemory.org/cdm/ref/collection/p267401coll36/id/17562
43. Resources, Studies, Updates
• Mashable
• Museums & the Web
• Museum Computer Network
• New Media Consortium
• Pew’s Internet & American Life Project
• Shorty Awards
• TechCrunch
• The Horizon Report
• Transmedia Consortium
44. Measurement Tools
• Read Max Anderson’s “Metrics of Success for
Art Museums”
• Facebook Analytics
• Google Analytics
• Museum Analytics
• Storify*
• Twitter Analytics
• Visually
What is social media?Social media refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks.Our audiences are producing content. Not only are they sharing ideas (think of Facebook and your personal soapbox statuses) but also exchanging information and ideas on platforms like Reddit, Wikipedia, and more.
The Conversation Prism:2010 vs. 2013This is a great infographic by Brian Solis (principal analyst at Altimeter Group and a prominent social media marketing expert) and JESS3.What is it?The Conversation Prism is a living representation of Social Media and evolves as channels emerge, fuse, and dissipate.2010 shows the major players in each of 28 different online conversation categories.Some of these categories are: blog platforms, social curation, video, documents/content, etc.FYI2008:There were 22 social media categories, each of which had just a handful of brands. This infographic kind of looks like a flower but if you move to 2013…
You get something reminiscent of a kaleidoscope.Solis, says redoing the chart this time around has been instructive. "Things are changing so fast," he says. "We don't even realize [the landscape] is shifting."What’s Changed?122 services were removed while 113 were added between 2010 & 2013Show your executive team that social media is not a fad and that it’s bigger than Facebook, YouTube, Twitter, and PinterestShare with your team to motivate them on new ways to think about social media(Nielsen Stats) In a Day: YouTube : 12 yrs of videoInstagram: 40 million photosFB: 2.5 billion pieces of contentTwitter: 400 million tweets
Active: daily users, monthly users, digital has become a part of our everyday. It cannot be ignored – nor should it be.Live: All of this activity is happening in real time. At this moment. Maybe some of you are tweeting about this session right now.Inquisitive: They’re asking questions. And expecting answers.Visual: We’re not just using words here. We are in an age of visual culture. Video and photos are king.Engaging: I’m not just talking us to them. Engagement is not traditional marketing. Engagement is conversation. We shouldn’t be doing all of the talking or create a controlling environment. Social provides a space for feedback. Listen, watch, and learn.
These are all things to keep in the back of your mind as you begin to create your social media game plan and develop a strategy.
Social Media, like everything else we do, requires strategy. Ambition: tell you why to use social media and where it should take you.Goals: tangible representations of your ambition and the focus on the foreseeable future.What’s the difference between ambitions and goals?Ambition is bold and abstractGoals are achievable and specificValues: the conditions under which you wish to work online.
Embrace your strengths. Be conscience of your weaknesses. And strategize how social media fits into your museum experience (onsite, offsite, AND online).
There are certainly enough networks to complete a standard 68 seed bracket but we simply don’t have the time for that. The sites included in this bracket were selected by Michelle and I to generate discussion and highlight the platforms that may best serve your orgs – and more importantly the people you serve. The online bracket I was working with was quite large so we’ll be focus on one “division” at a time.
Vine = 6 seconds; http://www.mediabistro.com/alltwitter/vine-stats_b47276, 5 Vines are tweeted every second10-11am is the hour of the day most vines are sentWeekends are the most popular times for Vine sharinghttp://bits.blogs.nytimes.com/2013/06/03/vine-twitters-new-video-tool-hits-13-million-users/?_r=0YouTube stats: http://www.youtube.com/yt/press/statistics.htmlowned by Google since late 2006users can upload, view and share videosMillions of subscriptions happen each day, and the number of people subscribing has more than doubled since last year
Reddit: Other users then vote the submission "up" or "down", which is used to rank the post and determine its position on the site's pages and front page. Content entries are organized by areas of interest called "subreddits". http://www.reddit.com/about/a news and entertainment website where registered users submit content in the form of either a link or a text ("self") post. Wikipedia: http://en.wikipedia.org/wiki/Wikipedia:Statisticsa free, web-based, collaborative, multilingual encyclopedia project supported by the non-profit Wikimedia Foundation
Google+ http://www.jeffbullas.com/2013/05/06/21-awesome-social-media-facts-figures-and-statistics-for-2013/#8zKf1382KLxDxbcB.99 second largest social network (behind Facebook)
Twitter: http://www.jeffbullas.com/2013/05/06/21-awesome-social-media-facts-figures-and-statistics-for-2013/#8zKf1382KLxDxbcB.99; http://expandedramblings.com/index.php/march-2013-by-the-numbers-a-few-amazing-twitter-stats/44% growth from June 2012 to March 2013Tumblr: http://brandongaille.com/26-astonishing-tumblr-demographics-trends-and-stats/111.7 million Tumblrs with blogsUsers are young! 67% are under 35
Facebook: http://www.jeffbullas.com/2013/05/06/21-awesome-social-media-facts-figures-and-statistics-for-2013/#8zKf1382KLxDxbcB.99Myspace: On 13 June 2013, it was reported that MySpace deleted nearly all existing user content and discontinued "Classic MySpace" without consulting its remaining users in a reset of the site; https://myspace.com/pressroom/stats
