sustaining your social media presence

How to Sustain Your Social Media Presence •  What is social media? •  Why do we use it? •  What are the different types of social media? •  Sustaining social media

•  What does it mean to sustain social media? •  How do you do it?

•  How do you measure success? •  Don’t get overwhelmed!

AAM Tech Tutorial, May 2013

What is social media? Social media refers to the means of interac>ons among people in which they create, share, and exchange informa>on and ideas in virtual communi>es and networks. (Wikipedia.org) Media is an instrument of communica>on, so social media would be a social instrument of communica>on. For example: a website that doesn’t just give you informa>on, but interacts with you while giving you that informa>on. (About.com) Social media consists of online tools and websites that encourage people to interact with companies, brands, and people and form communi>es by crea>ng, publishing, and sharing content. Social media is a two-‐way communica=on stream (SeniorNet.org)


Why do we (brands) use social media? Massive Reach •  Facebook has more than a billion ac>ve users, and 618 million daily ac>ve users. (Dec 2012, Facebook.com) •  1 in 5 page views in the U.S. occurs on Facebook. (Infodocket 2012) •  45% of the en>re internet popula>on is on Facebook (Facethebuzz, 2012) •  TwiXer has over 200 million monthly ac>ve users. (Digiday, 2013) •  50% of Americans see, read, or hear about a tweet every day. (Digiday, 2013) •  TwiXer has a significant presence in almost every major country around the globe. (mediabistro, 2013) People trust family and friends •  70% of Facebook consumers follow links posted by their family and friends. (Pew Research) •  69% of follows on TwiXer are suggested by friends. (mediabistro) Allows for stronger, more personal rela=onships between brands and consumers •  80% of U.S. social network users prefer to connect to brands through Facebook. (Hubspot, March 2012) •  One in every 25 tweets sent in the UK men>on brands, equa>ng to 12,600 tweets per minute. (mediabistro, 2013) •  91% of 18-‐34 year olds using social media are talking about brands. (mediabistro, 2013)

Mobile •  73% of smartphone owners access social networks through apps at least once per day. (Facethebuzz, 2012) •  91% of mobile internet access is for social ac>vi>es. (Facethebuzz, 2012) hXp://newsroom.d.com/Key-‐Facts hXp://www.hubspot.com/Portals/53/docs/ebooks/47%20facebook%20handy%20stats%20and%20charts2.pdf hXp://www.digiday.com/plaeorms/twiXer-‐flexes-‐its-‐media-‐muscles/ hXp://www.mediabistro.com/alltwiXer/tag/twiXer-‐sta>s>cs hXp://www.mediabistro.com/alltwiXer/50-‐twiXer-‐fun-‐facts_b33589#more-‐33589 hXp://facethebuzz.com/2012/07/99-‐amazing-‐social-‐media-‐mobile-‐stats-‐for-‐2012/


Why do we (museums) use social media? Marke=ng and PR •  Chip away at our eli>st reputa>on – humanize the ins>tu>on •  Promote news, happenings, and “hidden gems” that don’t get promoted elsewhere Audience Development •  One-‐on-‐one interac>ons with fans •  Have conversa>ons, ask ques>ons, gauge reac>ons Programming and Educa=on •  Reach beyond the physical museum •  Bring our content to users instead of expec>ng them to find it


What is Social Media by NZ Teachers Council is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License. http://www.teachersandsocialmedia.co.nz/what-social-media

Different types of social media News-‐Based – What’s happening now? •  Facebook •  TwiXer Content-‐Based – Organiza=on of rich content •  YouTube •  Flickr •  Pinterest Mix of Both Worlds •  Blogs •  Tumblr •  Pinterest •  Vine

hXp://www.geek.com/geek-‐cetera/social-‐media-‐explained-‐with-‐donuts-‐1466613/ AAM Tech Tutorial, May 2013

Sustaining different types of social media News-‐Based – What’s happening now? TwiRer •  Updated daily •  Can be updated open •  Varied posts •  Topical •  Informal •  Great for reaching large numbers •  Need less rapport to establish connec>on •  Not great for long or in-‐depth content •  Don’t rely on the links


Sustaining different types of social media News-‐Based – What’s happening now? Facebook •  Updated daily •  Less frequent posts •  Varied posts •  Topical •  Informal •  Features rich content •  Users have to “like” the page •  Posts do not reach all followers


Sustaining different types of social media Content-‐Based – Organiza=on of rich content YouTube, Flickr (&Pinterest) •  Updated with the produc>on of content •  Focused and organized content •  Easily shared through news-‐based sites •  Can add descrip>ons, licensing, and tags


Sustaining different types of social media Mix of Both Worlds Blogs, Tumblr (& Pinterest) •  Updated regularly but less frequently •  Can be content-‐driven •  Richer content •  Focused and organized content


How to sustain? Social media is nothing without content! What to post? •  Announcements about exhibi>ons, programs, and acquisi>ons •  Live updates from programs and events •  Behind-‐the-‐scenes ac>vi>es – conserva>on, installa>on, press previews, events… •  Online content – videos, photographs, blog posts, educa>onal and research resources… •  Related news and trivia •  Ques>ons (only if you want to know the answer) •  Opportuni>es – volunteering, fund-‐raising, crowd-‐sourcing… •  Be helpful, don’t just promote

Straight content blasts don’t work •  Create the right content for the right people and then put it in the right places •  Each network has its own personality •  Listen to what people are saying, and what they respond to •  Who else is interested in the same type of content? •  Subscribe to relevant industry-‐ or topically-‐related blogs •  Use the sites yourself! •  Comment and respond •  Link back to your own content


How to sustain? Challenges – What happens if… ? •  Nothing interes>ng is happening •  The coordinator goes on vaca>on or leaves •  The team gets overwhelmed with other work •  SOMETHING BAD HAPPENS


How to sustain? Evergreen content •  Collec>on highlights, ongoing/repeat programs, re-‐posts from content-‐based sites, quotes


How to sustain? Scheduling •  Use a tool such as Hootsuite to schedule posts in advance


How to sustain? Mobile tools


How to sustain? Teamwork! •  Social media should be a team approach


How to sustain? WHAT IF SOMETHING GOES WRONG? •  Do your best to avoid disasters

•  Have a policy and train staff (and interns!) •  Policy should include personal use of social media •  Monitor what people are saying about you •  Research topics and hashtags before pos>ng •  Know what’s going on in the news

•  If something DOES happen… •  Be honest •  Respond quickly, personalize replies •  Listen •  Move on Photo by ktpupp, CC BY-‐NC


How to sustain? WHAT IF SOMETHING GOES WRONG? Scenario 1: One of your Facebook fans keeps pos>ng their pre$y bad artwork to your wall. How do you respond? Scenario 2: A disgruntled employee posted specific, nega>ve comments about the museum and its leadership to their personal TwiXer account. How do you handle this? Scenario 4: You accidentally posted something personal to the museum’s TwiXer account. You deleted it quickly, but it had already been no>ced and captured. What do you do? Scenario 5: You tweeted about a brand new project at the museum, not knowing that there was a major New York Times ar>cle about the project in the works. NYT dropped the ar>cle and your PR manager is furious with you because the museum lost this important coverage. How do you handle this?


Measuring success in social media What to measure? •  Tie your metrics back to your goals •  You don’t need to collect everything! •  What maXers? Followers, reach, or engagement? •  It’s not all about the numbers •  Set a baseline

Photo by by Ben (Falcifer), CC BY-‐NC


Measuring success in social media TwiRer -‐ Growth


Measuring success in social media TwiRer -‐ Reach


Measuring success in social media Reach vs. Impressions hXp://help.tweetreach.com/entries/276589-‐What-‐do-‐you-‐mean-‐by-‐reach-‐exposure-‐and-‐impressions-‐


Measuring success in social media TwiRer -‐ Sen=ment


Measuring success in social media Facebook -‐ Reach


Measuring success in social media Facebook -‐ Demographics


Measuring success in social media Facebook – Exported Data


Daily People Talking About This Weekly People Talking About This 28 Days People Talking About This Daily Page Stories Weekly Page Stories 28 Days Page Stories Life>me Total Likes Daily New Likes Daily Unlikes Daily Friends of Fans Daily Page Engaged Users Weekly Page Engaged Users 28 Days Page Engaged Users Daily Total Reach Weekly Total Reach 28 Days Total Reach Daily Organic Reach Weekly Organic Reach 28 Days Organic Reach Daily Paid Reach Weekly Paid Reach 28 Days Paid Reach Daily Viral Reach Weekly Viral Reach 28 Days Viral Reach Daily Total Impressions Weekly Total Impressions 28 Days Total Impressions Daily Organic impressions Weekly Organic impressions 28 Days Organic impressions

Daily Viral impressions of your posts Weekly Viral impressions of your posts 28 Days Viral impressions of your posts Daily Total Consumers Weekly Total Consumers 28 Days Total Consumers Daily Page consump>ons Weekly Page consump>ons 28 Days Page consump>ons Daily Nega>ve feedback Weekly Nega>ve feedback 28 Days Nega>ve feedback Daily Nega>ve Feedback from Users Weekly Nega>ve Feedback from Users 28 Days Nega>ve Feedback from Users Daily Total check-‐ins Weekly Total check-‐ins 28 Days Total check-‐ins Daily Total check-‐ins Weekly Total check-‐ins 28 Days Total check-‐ins Daily Total check-‐ins using mobile devices Weekly Total check-‐ins using mobile devices 28 Days Total check-‐ins using mobile devices Daily Total check-‐ins using mobile devices Weekly Total check-‐ins using mobile devices 28 Days Total check-‐ins using mobile devices

Daily Paid Impressions Weekly Paid Impressions 28 Days Paid Impressions Daily Viral impressions Weekly Viral impressions 28 Days Viral impressions Daily Logged-‐in Page Views Weekly Logged-‐in Page Views Daily Reach of page posts Weekly Reach of page posts 28 Days Reach of page posts Daily Organic Reach of Page posts Weekly Organic Reach of Page posts 28 Days Organic Reach of Page posts Daily Paid Reach of Page posts Weekly Paid Reach of Page posts 28 Days Paid Reach of Page posts Daily Viral Reach of page posts Weekly Viral Reach of page posts 28 Days Viral Reach of page posts Daily Total Impressions of your posts Weekly Total Impressions of your posts 28 Days Total Impressions of your posts Daily Organic impressions of your posts Weekly Organic impressions of your posts 28 Days Organic impressions of your posts Daily Paid impressions of your posts Weekly Paid impressions of your posts 28 Days Paid impressions of your posts

Keep Calm and… •  Focus on what you can handle •  Set aside dedicated >me •  Schedule content in advance •  Recruit help!


Thank you!

Georgina Goodlander Web & Social Media Manager

Smithsonian American Art Museum [email protected]

@bathlander


sustaining your social media presence

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