Social Media Extravaganza: A Mini Unconference at MCN 2015
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The people who dream up, collaborate on, and implement social media initiatives in museums rarely have an opportunity to gather with their peers in one room. This session was our chance to see each other face to face and WORK. We started out with a quick #musesocial year in review, a recap of the top hashtags, trends, and challenges from the recent past. Next, we broke out into a mini un-conference based on social media topics selected by the crowd. We discussed: 1. Making a bigger splash: Collaborating with other institutions 2. Content strategy: What are we trying to achieve? 3. Are we REALLY reaching new audiences? 4. Using social media for social change Finally, we recapped some of the key threads from our breakout groups with a focus on resources, solutions, and project ideas for us to collaborate on in the coming year.
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Social Media Extravaganza: A Mini Unconference at MCN 2015
- 2. Today’s Facilitators Dana Allen-Greil @danamuses Jennifer Poleon @ohiofoodlovers Phillippa Pitts @tertiarysource Margaret Sternbergh @margienchargie Jessica Warchall @je321ss * * * * *
- 4. 10.#TheDress
- 10. 4.Oh,Snap
- 13. 1.GlobalSocialCollaborations << Dana to do >> ● 2825 Participants ● 77 Countries ● 600,000 Tweets ● 237 Million views ● 1079 Participants ● 51 Countries ● 44,000 Tweets ● 63 Million views
- 14. Breakout!
- 15. BreakoutTopics 1. Making a bigger splash: Collaborating with other institutions 2. Content strategy: What are we trying to achieve? 3. Are we REALLY reaching new audiences? 4. Using social media for social change
- 16. Thingsto ListenFor... ● Opportunities to collaborate after the conference ● Resources to share ● Specific solutions or successes
- 17. Recap!
- 18. Takeaways Making a splash: Collaborating with other institutions ● Use the International Museum Social Media Managers Facebook group to suggest ideas for collaboration (not just troubleshooting) ● #ArtMadness as good example of cross-institution collaboration ● How can we capture the energy of shared campaigns and build on it? ● Why aren’t we talking to each other on a regular Monday, not just big events like #MuseumWeek ● Help each other by sharing strategy and successful arguments made in your institution
- 19. Takeaways Content strategy: What are we really trying to achieve? ● Difficult balance between transactional/marketing content (with calls to action) vs. “content content” information about your collections ● Talking about yourself & your collections vs. talking about your topic, more broadly ● “Bullhorn or bandaid”? ● What *IS* content? ● The problem of too much content; how to triage priorities and not overwhelm your audience ● For other orgs: The problem of not enough content ● Challenge of developing strategy and goals, understanding your audiences on each platform ● Sharing “engagement” metrics, comparing call-to-action vs. other kind
- 20. Takeaways Are we REALLY reaching new audiences? ● What is a “new audience”? What is the measureable outcome? ○ New to this kind of program vs. new to the museum overall? ○ New website visitor ? ● Working with influencers ○ Ex. of museum staffer Vine account getting a million views vs. museum account ● How do you reach teens? ○ How do you stay nimble so you can be on the platform they’re (still) using before they move on to the next thing ● Problem of analytics ○ (Lack of) Integration of social media contacts with customer relationship management system ● Selfie stations as visual representation of your audience ● Solution: Umble is an opt-in
- 21. Takeaways Social media for social change Problems: ● Institutional policies: Are we even allowed to talk about these issues? ● Line between education vs. activism? ● Collections with problematic images & histories... what do you do with these? ● There is no neutral stance ● How can we channel this energy into real, systemic change at our institutions? ○ Avoiding “gloss”; being authentic; not just doing it for the likes Solutions: ● How can we invite community to offer interpretations, take a stand (even if the museum can’t)? ○ Can you offer your platform to amplify voices? e.g., Twitter takeovers ● Can we use hashtags that are supportive and not supplantive? ● Craft a compelling argument about why you have a stake and a role in this issue or discussion ○ Make sure it is mission-related ● Can we offer a lens to look at each others’ collections, fill in each others’ gaps, and create partnerships so we can do more together?