Your website is the basis of your online presence, it is your museum’s showcase on the web. To multiply its effectiveness and create proximity with your various audiences, social networks are valuable tools at your disposal. When used well as a complement to your website, they will allow you to have a complete and dynamic online presence. You don’t know where to start? The tips below should allow you to get started with peace of mind!
Find inspiration in others
Start by getting ideas by looking at what others are doing! Make a list of museums, which you can expand to include, for example, concert halls or cultural institutions, and see how they communicate on social networks. On which social networks are they present? What types of content do they publish and how often? How big is their community? Do they respond directly to users who request them via social networks? You will thus have an overview of their practices and will even be able to identify the most efficient ones.
Set realistic goals and choose the right platforms
Think about your goals and prioritize your expectations by being realistic. Indeed, social networks take time and it is better to start modestly on one or two platforms rather than spread out over all the networks without having the time to publish regularly and do a good follow-up.
You can build your approach based on simple questions: which audience(s) do you want to target in priority? What content(s) do you plan to share (videos, news, blog posts, offers, etc.)? What budget do you want to allocate?
Your answers will enable you to select the platforms best suited to your ambition since each platform has its own specificity. While LinkedIn may not be the best choice for addressing the general public, it will be useful for reaching some patrons. Twitter will be relevant if you plan to share news, while Instagram will allow you to focus on photos if you want to showcase your collections for example.
Set up a publication schedule and publish at the right time
Publishing frequently is key to success on social networks! A poorly updated Facebook page will give the impression of being abandoned and could harm your museum’s image. Set up a publication schedule adapted to your objectives by identifying in advance the content you will share. You’ll save time and have the assurance to publish regularly.
Also, choose the right days and time slots to publish in order to engage your community as much as possible. Depending on the platforms chosen, find out about their audience peaks so you can schedule your publications in advance.
Test and measure the effectiveness of your actions
Rather than planning your publications for the next 6 months and devoting your entire budget to one or two actions, we advise you to test and adapt your strategy based on the results. For example, test certain types of content and see which ones have the best results. Sponsor some of the posts and see how much traffic it brings to your museum’s website. Social networks make it easy to track results and manage even a small budget.
Watch what they say about you…
Internet users regularly express themselves on social networks to give their opinion, sometimes directly on your page, but not always. A simple search will allow you to find publications where your institution is cited. It’s a good barometer to track your community’s satisfaction. For example, an Internet user can express his satisfaction after visiting your exhibition and recommend it to a friend. Another was disappointed or found the queue time too long and let it be known. Our advice is to never neglect the comment of an Internet user, whether the comment is positive or negative.
Take the time to respond to comments, questions and opinions, you will create closeness and trust and show your community that you care!