Tech Tutorial at AAM 2013

1. 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

2. 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)
AAM Tech Tutorial, May 2013

3. 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/
AAM Tech Tutorial, May 2013

4. 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
AAM Tech Tutorial, May 2013

5.
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

6. 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

7. 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
AAM Tech Tutorial, May 2013

8. 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
AAM Tech Tutorial, May 2013

9. 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
AAM Tech Tutorial, May 2013

10. 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
AAM Tech Tutorial, May 2013

11. 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
AAM Tech Tutorial, May 2013

12. 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
AAM Tech Tutorial, May 2013

13. How
to
sustain?
Evergreen
content
• Collec>on
highlights,
ongoing/repeat
programs,
re-­‐posts
from
content-­‐based
sites,
quotes
AAM Tech Tutorial, May 2013

14. How
to
sustain?
Scheduling
• Use
a
tool
such
as
Hootsuite
to
schedule
posts
in
advance
AAM Tech Tutorial, May 2013

15. How
to
sustain?
Mobile
tools
AAM Tech Tutorial, May 2013

16. How
to
sustain?
Teamwork!
• Social
media
should
be
a
team
approach
AAM Tech Tutorial, May 2013

17. 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
AAM Tech Tutorial, May 2013

18. 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?
AAM Tech Tutorial, May 2013

19. 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
AAM Tech Tutorial, May 2013

20. Measuring
success
in
social
media
TwiRer
-­‐
Growth
AAM Tech Tutorial, May 2013

21. Measuring
success
in
social
media
TwiRer
-­‐
Reach
AAM Tech Tutorial, May 2013

22. Measuring
success
in
social
media
Reach
vs.
Impressions
hXp://help.tweetreach.com/entries/276589-­‐What-­‐do-­‐you-­‐mean-­‐by-­‐reach-­‐exposure-­‐and-­‐impressions-­‐
AAM Tech Tutorial, May 2013

23. Measuring
success
in
social
media
TwiRer
-­‐
Sen=ment
AAM Tech Tutorial, May 2013

24. Measuring
success
in
social
media
Facebook
-­‐
Reach
AAM Tech Tutorial, May 2013

25. Measuring
success
in
social
media
Facebook
-­‐
Demographics
AAM Tech Tutorial, May 2013

26. Measuring
success
in
social
media
Facebook
–
Exported
Data
AAM Tech Tutorial, May 2013
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

27. Keep
Calm
and…
• Focus
on
what
you
can
handle
• Set
aside
dedicated
>me
• Schedule
content
in
advance
• Recruit
help!
AAM Tech Tutorial, May 2013

28.
Thank
you!
Georgina
Goodlander
Web
&
Social
Media
Manager
Smithsonian
American
Art
Museum
GoodlanderG@si.edu
@bathlander
AAM Tech Tutorial, May 2013