Welcome to the first of a series of posts by social media expert, Louise Winters.
Louise is endlessly fascinated by people and their stories and loves seeing and helping people using social media to share things they care about. Her experience includes working in a social media agency with corporate clients across Europe, but now much prefers working with the public sector and small businesses as they’re a lot more friendly! She now manages social media and blogs for various clients, as well as offering training to get other started.
Why do you want to use social media for your museum? It can seem like a distraction from the core job of running the museum every day, especially if you’re not sure how to use it or why it is useful.
The main reason to use social media is to bring people into your museum. It is great because you don’t need an advertising budget to use it, just some time to set it up and post updates regularly. By posting on social media or writing blogs you give people who wouldn’t normally come to your museum a chance to find out about you without even having to leave their homes.
If you consider their point of view, why would someone decide to visit your museum? What would interest them and what might stop them from realising how much they’d enjoy it? The answers to those questions will be different for different types of people (for example, parents with small children, teachers who want to inspire their students, older people who’re interested in local history). Because you post small bits of information often, you can use social media to share things that are interesting to these different groups of people. Once they know your museum is interesting to them, they’re more likely to want to visit.
I don’t know that much about social media – can I really help?
Yes! You can! You know all about the museum: why the collections are valuable, how important it is to preserve the stories the museum and its collections tell for future generations and what people will find fascinating, educational or fun. No one will know about your museum if you don’t tell them and social media potentially allows you to share your enthusiasm with so many people!
So your main reason for using social media is to share the enthusiasm and passion of people already ‘into’ museums (like you) to get other people to realise they’re ‘into’ your museum. Once they understand why it matters to them they’ve got a reason to physically get into your museum.
Who do you want to talk to?
As well as knowing why you’re using social media, you also want to know who you most want to talk to using it. This will help you write your posts with relevant groups of people in mind. It is fine to write one post aimed at parents and the next one aimed at older people who live locally. Here’s a simple exercise to help you figure out which kinds of visitors you’re most interested in appealing to and what will attract their attention.
1/ Which age group visits your museum most?
- Write this down and think about what would be interesting to that age group (for children also consider what will interest their parents)
- Which age group do you wish would visit the museum more?
2/ What do you think visitors enjoy about your museum?
- What types / ages of people enjoy each thing?
- How can you demonstrate to a person in one of these groups that they’ll probably enjoy it too?
3/ What do your colleagues like best about your museum?
- Write this down for all your colleagues and think about the type of person or age group your different colleagues represent.
- How can you share your colleagues’ enthusiasm with new people?
4/ How are your museum’s collections relevant to the everyday lives of people who live nearby?
- What kinds of things are most relevant to different types of people?
- How can you share and show that to people who have never visited the museum?
5nr/ For the different types of people you’ve identified above:
- What might put them off visiting the museum? Can you change this? If yes, how and how can you tell them about it?
If you need a head start on thinking about different age groups or types of people here’s a list: Primary school age children, Secondary school age children, Parents who live locally, Further / Higher Education students, Young adults from the area, Tourists, Older people who live locally
Tell stories about your museum to specific types of people
I guarantee you won’t have answers to all those questions. That is absolutely fine! Whatever you’ve written down will be useful. Social media works best when you have an idea who you’re trying to talk to for 2 reasons (i) you can focus different posts on different types of people with different interests (ii) it gives you some inspiration for social media posts by thinking about what previous visitors or colleagues enjoy about the museum.
The things you’re enthusiastic about are a good indication of what other people will get enthusiastic about. Think about it from the perspective of a few different types of people and you’ve got a great start on stories to share that will make people want to come see what your museum is all about!
Please do get in touch, I love saying hello:
On Twitter: @pinkyandnobrain
By Email: firstname.lastname@example.org
On LinkedIn https://www.linkedin.com/in/louisewinters/
My website: http://louisewinters.com/