The third in our social media series from Louise Winters:
Fabulous Facebook posts for your museum
Whether you have a personal Facebook account or not, it can be a bit daunting to start writing posts for your museum’s Facebook page. If you do already use Facebook at least you have an idea how it works and what kind of things other organisations post. Even so, it is a different thing to be posting on behalf of an organisation instead of just for yourself.
If you don’t normally use Facebook then the whole thing may seem really difficult. If you’re in this situation, try asking a friend or neighbour who does use Facebook to show you how it works before you sit down to write your first post.
Get writing: What is normal on Facebook and what isn’t?
One of the really nice things about Facebook (and all other social media) is that it can be fun and informal. It isn’t like a press release or a newspaper article. Social media is for short, friendly, eye-catching updates that let you get to know what someone or an organisation is REALLY like. The other brilliant thing about social media is that your followers can talk back by leaving comments. This is great: you should encourage people to reply to your posts and always reply to any comments and messages you get from followers.
Here are the three things, in order of importance, to keep in mind when creating a post for Facebook: be FRIENDLY, make it CATCHY and keep it SHORT.
• Your post should be friendly and talk to people as if you know them. Your aim is to make them feel welcome before they’ve even set foot in your museum.
• You don’t have to be formal and start with ‘Dear all’ or ‘Dear Visitors’ as you might in a letter or email.
• Do use ‘We’ when writing posts instead of I. You are writing on behalf of the museum, which is a collection of people so ‘we’ is better
• Write about things that are ‘behind the scenes’ or that show there are real people at the museum e.g. exhibition set up, birthday cake for a colleague or views you enjoy.
Lovely sunny spring post by Chelmsford museum:
• Ask questions to encourage a conversation – don’t be disheartened if no one replies at first. It can take a while, but keep asking. E.g. “We really enjoyed today’s event, what was your favourite bit?”
• Say thank you to people. For example: thank you for coming to an event, for helping to raise money, for volunteering at the museum or for replying to your posts.
Here are 2 examples that show the friendly side of museums:
• Use interesting and eye catching words that really tell a story about whatever you’re trying to write about. “Beautiful glass vase” is more interesting than “Nice vase”.
• Use easy to understand words as you don’t know who will be reading your posts.
• Include photographs or videos as they catch people’s attention more than words alone. Be careful to credit the author if you use someone else’s video or photograph.
• You can also try searching for gifs (animated pictures) and emoji to brighten up your post.
• If you link to an article or blog post online Facebook will usually show the article title in the weblink preview so you can focus on giving new / extra information.
Examples showing museums being catchy by using descriptive words (“fantastic”, “sister, wife, lover, mother”) and photos:
• Get the most interesting bit in the first line. Don’t build up to it because Facebook often only shows a few lines with an option to click to see the rest.
• People skim through their Facebook feed quickly so make sure you’re friendly, but to the point. Ideally don’t write more than 4 lines.
• Including a photo, a gif or a video is a good way to convey an idea immediately. Make sure the photo, gif or video is relevant.
• If you find you often want to write long posts, consider writing blog posts to go up on your museum’s website and then sharing a link with a photo and a 1 line introduction or summary on the Facebook page.
Good examples of short, to the point posts with great photos and a photographer credit where necessary:
Keep writing – Things to avoid doing:
Hopefully the tips and examples above will help you get started or increase your confidence when writing Facebook posts. Social media is informal and mostly very forgiving of the odd mistake, however there are a few things to think about to avoid causing offence and making your museum look bad:
• Don’t let people forget about you. Posting 1-2 times a day is a good amount. If you can’t post that much then a minimum of 2-3 times per week is good to aim for.
• Don’t use someone else’s intellectual property without their permission and without crediting them, especially photographs.
• Be wary of posting photographs of children without parental consent, even if you took them.
• Don’t share information that is private or shouldn’t be in the public domain.
• Think carefully about what you post and ensure it isn’t offensive and remember that something you consider funny may be seen as an insult by others.
Now you’re armed with some simple tips for how to write a great Facebook post: Good luck! Do you have any tips of your own to share or any posts where you got a really good response? Please share them in the comments below.
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