SOCIAL MEDIA MARKETING BLOG
This blog is a resource for artists and entrepreneurs who are looking to amp up their social media marketing. Find tips, tricks, and a few laughs to get you inspired!
10 Questions for Analyzing a Museum’s Social Media Presence
Museum professionals may be wondering how they are performing on social media. They can see the number of likes, comments, and shares, but how do they know if their social media presence is having a positive impact on the organization?
Here are 10 questions that can help museums analyze the quality and health of their social media presence.
- Are the museum’s social media goals defined and achievable?
- Does the museum know who its social media audience is?
- Is it easy for people to purchase admission or donate to the museum via social media and the website?
- Who is responsible for the museum’s social media presence and does this person have the resources needed to meet the goals?
- Does the museum have a budget for social media?
- Has the museum run social media ads?
- Does the museum have content worth featuring on social media?
- Does the museum feature enough video on its social media?
- Is the museum’s content accessible on social media?
- Does the museum offer unique experiences for donors or members with its social media channels?
Keep reading to find out why these questions are important to ask, and what a museum should consider when falling short within its approach to social media marketing.
Are the museum’s social media goals defined and achievable?
Some museums will start a social media presence just because they feel like they have to do it. Of course, we all want to increase revenue, but revenue growth cannot be the museum’s only goal for social media. The world of social media is always changing, the competition is serious, and the inspiration is non-stop. Museums need to funnel their energy into specific goals, or else they will find themselves simultaneously overwhelmed by the task of social media and underwhelmed by its results.
Examples of goals a museum could achieve with a social media strategy.
- Brand awareness
- Follower growth
- Engagement growth
- Generate more pictures of the museum
- Increase website visits
- Grow the museum’s email list
- Mission-driven goals (i.e. engage the local community)
Does the museum know who its social media audience is?
There are actually two types of audiences a museum should define when it comes to social media.
- Who does the museum want to reach?
- Who is the museum currently reaching?
Often, these audiences differ from one another. If the museum’s ideal and current audiences do not match, they can strategize ways to reach the ideal audience.
Is it easy for people to purchase admission or donate to the museum via social media and the website?
There are many different ways to optimize social media pages for certain audience actions (i.e. donating or buying tickets). This includes leveraging the call-to-action buttons, making the most of bio-links, and regularly sharing opportunities to visit or donate. However, the ultimate purpose of social media is to drive toward conversion. Therefore, having a conversion-based website for donors and potential visitors is key.
Who is responsible for the museum’s social media presence and does this person have the resources needed to meet the goals?
Okay, so this is technically two questions, but they go hand in hand. Sure, the museum can put someone in charge of social media, but does this person have the budget, training, and content to succeed? Keep in mind, some companies have very large social media teams with major budgets. Adding social media to someone’s responsibilities without support will not lead to results.
Does the museum have a budget for social media?
Social media is not free. Yes, a museum can open a social media page and start posting without ever using a credit card, but museums will experience costs associated with social media. It is best to budget for this in advance.
Here’s the type of items that could be included in a museum’s social media budget.
- Photography
- Video content
- Blog writing
- Social media ads
- Social media scheduling tools
- Graphic design
Has the museum run social media ads?
It is highly advised for museums to consider running social media ads if they are relying solely on organic social media. Success with organic social media can only be achieved by consistent engagement and patience. A sure way to win on social media is a consistent organic strategy along with goal-oriented paid campaigns. Background info: Organic social media is sharing social media posts without paying for advertising.
Does the museum have content worth featuring on social media?
A museum’s experience is very sensory-based. Therefore, the museum’s social media content has to match, if not enhance, the real-life experience of the actual space. Museums who are present on social media should highly prioritize quality photography, videos, blog content, and conversion-based websites.
Here are a few museums that beautifully showcase themselves on social media
Does the museum feature enough video on its social media?
Chances are, no. All brands, including museums, can highly benefit from sharing more video content on social media. Why? Video content is the most popular form of content on every social media channel. If a museum is looking to grow its presence on social media, MORE VIDEO is a very reliable strategy.
Is the museum’s content accessible on social media?
There are many ways a museum can make its content more accessible on social media. This can include featuring content from a wide variety of perspectives, adding captions to videos, alt-text on photos, and creating sensory positive content.
Does the museum offer unique experiences for donors or members with its social media channels?
Offering unique experiences for donors or members of the museum is not a necessity, but it is nice to have. Groups are becoming ever more important on Facebook and can be kept private for members, donors, or volunteers. Private Groups can be a great place to offer discounts or exclusive content. It also provides an extra incentive when someone is considering becoming a member, donating, or volunteering.
After a museum has assessed the quality of its social media presence, it may want to work with a professional to help its vision become a reality. Upward Anthems offers services such as social media consulting, blog writing, social media posts, and social media workshops. Share this blog with your colleagues in the museum industry and learn more about our services.