[gabriellem]

Presenter:
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/

• This topic was modified 2 years ago by gabriellem.

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