It’s not just the exhibits that make the Museum.
We want to know the people behind your Museum. The curators, the social media moderators, anyone who is indirectly communicating with us already - introduce them to us. Come on, we’d love to meet them!
If I like your Museum and its works, I will pay attention to you to keep up-to-date with educational elements. Getting to know the people behind the scenes will ensure I look out for your posts and it will build the level of familiarity I have with your Museum. I’ll start listening to your opinions, it will take away any barriers between us, and it make you accessible to the wider public. In short, it’ll build loyalty because I not only know you as a Museum now, I know your people, too.
I have a personality, just not for social.
The majority of the reasons we follow brands and businesses on social media channels is due to the educational content that may feed our interests, or the interactive posts that engage us. Additionally, I’m also known to follow social networks because they make me smile through their content. If, as a Museum, you provide all of the above, you have a great foundation to attract additional followers and importantly, ensure they remain loyal. Did anything funny happen in your Museum that day? Share it. Having difficulty installing new artwork? Share it. Did a member of staff crack a great joke? Tell us, too! Don’t stop there, though; encourage followers to show their funnier sides through funny caption contests and more fun postings. One great example of this is the Natural History Museum’s Twitter account for the whale on their ceiling. Just a (fun) thought...
Get your audience involved.
Build interaction between the Museum and followers through the right type of postings. I particularly like The British Museum and their engagement with followers. A recent strategy of theirs built awareness on their event, The World Premiere of Pompeii Live. It was the first live cinema event produced by the British Museum from a major exhibition and was promoted through Facebook, Twitter, Instagram, and more. On Facebook, they posted the event details and the audience had a direct route to interact with the Museum. Via Twitter, they generated awareness and interaction with their audience through regular postings and a Q&A session with Peter Snow, a presenter on the event. Followers were asked to send their questions with the hashtag #PompeiiLive, and were kept updated throughout via Twitter and Instagram images.
Granted, The British Museum is an institution in itself, but smaller Museums can also increase the level of engagement with their followers, too. Whether it is a Facebook competition to name the artist to the painting, a “behind the scenes” Twitter update on a new art installation, short quizzes that make use of discounts and free gifts, or generated competitions that are just for your followers online, the more you get your audience involved in your Museum’s daily happenings, the better they’ll respond to your social media channels.
We’re always happy to offer advice on social media practice and strategy, just call or email us!