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December 16th Toolkit: Technical Workshop 3: Creating Engaging Social MediaPresenter: Jessica Johnson, hello@JessicaEJohnson.com | www.JessicaEJohnson.com
Creative Strategist; Snap, Inc., Landover, Maryland
Twitter: @_jessicaelise_ | LinkedIn
Strategic Planning
Number of social media campaign types:
- Always on/Evergreen
What is evergreen content
- Event/Live Programming
- Partnerships/Multi-institution
- New acquisitions/Exhibitions/Special projects
New acquisitions example at the LA County Museum of Art
Exhibition example at the Museum of the City of New York
Social media strategy templates:
- Social media strategy template (Hootsuite, must sign in)
- Social media content calendar (Hootsuite, must sign in)
- Social media content calendar (HubSpot, free download for an Excel template)
Look & Feel
Brand guidelines
- Importance of brand guidelines
- Brand style guide (HubSpot, create an account for free resources)
- Examples of brand guides: Starbucks | NASA | Audi
Behance
Canva
Launch
Social media toolkits (refer to Museum-hub.org!)
Campaign hashtags
- #FossilFridays at the Houston Museum of Natural Science
- #RelistWolves (efforts to Endangered Species Act) at the Woodland Park Zoo
Evaluate (see the ‘Audiences & Analytics’ Forum on Museum-hub.org!)
December 14th Toolkit: Technical Workshop 2: Time-Saving Social Media ToolsPresenter: Sewon Chung Barrera, sewonbarrera@gmail.com | LinkedIn
Senior Manager of Digital Marketing & Content Strategy, Exploratorium, California
Exploratorium
Facebook, Facebook
Instagram, Instagram
Twitter, Twitter
Youtube, YouTube
Tumblr, Tumblr
Pinterest, Pinterest
Time-Saving Social Media Tools
Planning and scheduling tools
- In-app (free)
Facebook Creator Studio - schedules Instagram and Facebook posts
Twitter ad campaign
- Hootsuite (free/$49+)
1 user, up to 2 profiles
5 scheduled posts/month
integrates with Instagram, Facebook, Twitter, LinkedIn, Youtube, Pinterest
- Buffer (free/$5+)
1 user, up to 3 profiles
10 scheduled posts/month
Instagram, Facebook, Twitter, LinkedIn, Pinterest
- SproutSocial ($89/month)
1 user, up to 3 profiles
10 scheduled posts/month
Instagram, Facebook, Twitter, LinkedIn, Pinterest
Free stock photos: Shutterstock | IStockPhoto | Pixabay
Content creating: Canva
Tips:
Try 30-day free trial but make sure you commit to using it fully
Check on a discounted rate for annual plan vs. month-to-month
Ask about nonprofit discount - even if it’s not in any forums listed on their websites
Review all of your digital marketing tools annually
Sourcing Visuals
Designing posts: Canva
Free images: Unsplash
Images of women in STEM: If Then Collection
December 9th Toolkit: Technical Workshop 1: Build a Simple Social Media StrategyPresenter:
Lori Byrd-McDevitt, Co-Founder, 1909 Digital, Indianapolis, Indiana
Website, https://1909digital.com/
Twitter, https://twitter.com/1909digital
Instagram, https://www.instagram.com/1909digital/
Facebook, https://www.facebook.com/1909digital/
LinkedIn, https://www.linkedin.com/company/1909-digital/
Simple Social Media Strategy Template
Communicates an established plan
Reinforces goals
Centralizes best practices
Provides a reference point for decision making
What goes into a simple social strategy?
- Goals & objectives
What does the museum want to accomplish?
- Audience
Who is our audience?
Who do we want to reach?
Figure out audience:
- For Facebook: https://www.facebook.com/business/learn/lessons/identify-target-audience
- For Instagram:
Use the institution’s Business profile.
Select the three horizontal lines in the top right corner.
Choose Insights.
Click on Total followers to determine locations, age ranges, gender, and most active times.
- For Twitter: https://blog.hootsuite.com/twitter-analytics-guide/
- For YouTube: https://www.thinkwithgoogle.com/feature/findmyaudience/?utm_medium=cpc&utm_source=paid-media&utm_team=twg-us&utm_campaign=twg-cpc-us-2021q3-ASC-find-my-audience-tool&gclid=Cj0KCQiAzMGNBhCyARIsANpUkzMx5ldtTsVom6bKOkkn4s1eJhfSAS9ZMScld_FBVu-ZvVh2crcIO2oaAgHHEALw_wcB&gclsrc=aw.ds
- Target social media audience: https://www.hootsuite.com/resources/blog/buyer-persona-template
- Platforms
What are our platforms? (ex. YouTube, email, Facebook)
Where does each audience engage?
What are the top-priority channels?
Figure out the best social media for your organization: https://aofund.org/resource/choosing-right-social-media-platform-your-business/ / https://digitalmarketinginstitute.com/blog/which-social-media-platforms-should-you-use-for-your-business
- Engagement goals by channel
What are we trying to do through each of these platforms (social media-specific goals)?
How to set meaningful goals: https://sproutsocial.com/insights/social-media-goals/ / https://blog.hootsuite.com/smart-social-media-goals/
- Content plan
What is our content? (ex. post, pictures, video, blog)
What content is low-hanging fruit?
- Collections metadata (see Professor McGonagall's hat at the MoPOP Seattle)
- Blogs (The M Blog at the Minnesota Museum of American Art The M Blog at the Minnesota Museum of American Art)
- Exhibit labels (Lions at the Met Museum)
- Staff research (Not necessarily research, but staff-in-action)
- News coverage
- User-generated content
Who is already making content?
What can be repeatedly repurposed?
Create content with pre-made templates: Canva
- Annual campaign calendar
What campaigns can we relate to in a year? What themes can our museum use? (ex. March, Women’s History Month; February, Black History Month)
Tips for creating a content calendar: https://www.lianatech.com/resources/blog/10-tips-for-creating-a-content-calendar.html
Example from the Burke Museum
- Schedule
When are we posting?
- Core messaging
How does it relate to our main message and values?
When museums might respond to current events: http://midatlanticmuseums.org/resources/responding-to-current-events/
December 2nd Toolkit: Get Inspired for Social MediaPresenters:
Melissa Kiewiet, Director of Development and Community Engagement, Dyckman Farmhouse Museum, New York
Emily Stone, Naturalist / Education Director, Cable Natural History Museum, Wisconsin
From Melissa Kiewiet’s presentation:
Managing Social Media:
Hootsuite, https://www.hootsuite.com/
Helped to create social media strategy document for content creation
Social Media Marketing for Dummies (2012)
Museum Social Media Managers Facebook Group
Using animals or stuffed animals sort of as mascots for the museum
Pulling in memes that can relate to what audiences know, recognize, or are interested in
(ex. cold Bernie Sanders on the porch of the farmhouse)
T-shirts or merchandise that trace back to the institution
Some printing options:
Vistaprint
StickerMule
CustomInk
Dyckman Farmhouse Alliance Links:
Website, www.dyckmanfarmhouse.org
Instagram, www.instagram.com/dyckmanfarmhouse
Facebook, www.facebook.com/DyckmanFarmhouseMuseum
Twitter, www.twitter.com/dyckmanfarm
LinkedIn, https://www.linkedin.com/company/dyckman-farmhouse-museum
Youtube, https://www.youtube.com/channel/UCxoCG3iYjUKUYYea-Kebr7w
From Emily Stone’s presentation:
Audacity Audio Editor, https://www.audacityteam.org/
Powerpoint for videos
Create Powerpoint > Slide Show > Record Slide Show
Canva, https://www.canva.com/
Templates for various products - Informational flyers, Facebook posts, Instagram posts, newsletters, etc.
Boosting Facebook events as ads for awareness
Using social media hashtags
#Museum30
Hashtags can be used to tie posts to specific topics or interests; those viewing the hashtag can find your content
Linktree, https://linktr.ee/
“Find at the link in our profile”, “click the link in bio”
One central link that organizations can use to compile all important links and social media
Can be used to highlight important events, blog posts, etc.
Cable Natural History Museum Links:
Website, www.cablemuseum.org
Instagram, www.instagram.com/cable.natural.history.museum
Facebook, www.facebook.com/CableNaturalHistoryMuseum
Twitter, https://twitter.com/CableNHMuseum
Youtube, https://www.youtube.com/user/CableMuseum/featured