1. No more light weight interaction
Linea Hansen
Head of Social Media
The National Museum of Denmark
@MuseumNext 2013

2. Facebook.com/nationalmuseet
8,705 likes
11.891 check ins
Since July 2008
+ other pages

3. How do we do Facebook?
It is a place to communicate cultural history
• Not a place we are to get people to visit
• Not a place we use to push (or sneak in marketing)
• Not a place where we post everything from other platforms

4. Nothing like:
“Look at our view, how is your view today?”
“We have an exhibition with X, which object is your favorite?”
“If you could travel in time, when would you travel to…?”
“If you could meet a historical person, what would you ask”
No questions. WTF!?
We only ask questions if it is meaningful

5. The fans/friends/followers
They are
• Women (58%)
• (Women) over 35 (16%)
• From Denmark (77%)
And they are quite serious about history
- Do not mess with the sun chariot!

6. How did they find us?
We have not advertised (until now)
• They have searched
• They have found us from the web page
• (Suggested page from Facebook)
= They already know the museum
= They already know what’s on – we do not have to tell them

7. Statistics
Facebook insights
Analyzed posts from April 2012 to April 2013

8. About us Topic Crowdsourcing
and dialogue
Exhibition and
events
Fun
Season and
celebration
News -
archeology
Other
platforms
Research and
results
9 types of posts

9. What works?
• Likes
• Shares
• Comments
• … Viral reach
• (And negative feedback)

10. What people like
Type of post Likes
News – archeology 103,9
Fun 88
Exhibition and Events 75,7
Research and results 74,3
Season and celebration 71,6
Topic 68
Other platforms 62,6
About us 54,5
Crowsourcing and dialogue 36,2
Average 74,2

11. News - archeology
Excavations
• It is a bit ‘breaking’
• It is a happy message – “Look what has been found!”
• It is usually not our own content

12. What people share
Type of post Shares
Topic 27,3
Crowsourcing and dialogue 14,2
News – archeology 14,1
Research and results 9,5
Season and celebration 8,9
Exhibition and Events 6,4
Other platforms 5
Fun 4,9
About us 3,75
Average 9,9
Image: GLady (thanks!)

13. (Hot) topic
Olympics, horse meat (!), football…
• It is another angle to something everyone is involved in
• It is quirky – not really funny, but with an edge
• You know that your friends share stories about this

14. What people comment on
Type of post Comments
Crowsourcing and dialogue 21,8
About us 10,3
Topic 7,8
News – archeology 7,6
Other platforms 7,4
Fun 7
Exhibition and Events 6,9
Season and celebration 5,3
Research and results 3,8
Average 8,8

15. Crowdsourcing and dialogue
Help us + discussion (questions)
• Meaningful conversation
• You can help
• We all get smarter
• It’s something that real people discuss

16. What goes viral?
Type of post Viral reach
Fun 495
Season and celebration 450
News – archeology 337
Crowsourcing and dialogue 286
Other platforms 242
About us 225
Exhibition and Events 201
Topic 196
Research and results 192
Average 292
Image: Yandle (thanks!)

17. Fun - quirky
Drawing, comments, cartoons…
• Not real viral (= viral light?)
• History with a twist
• A bit like a cat or meme…?
BLABLABLA…

18. 1. Burn The Museum of Danish Resistance (and save the objects!)
Viral reach: 28,227
Likes: 1,183
Shares: 105
Comments: 62
Something more viral…

19. 1. Burn The Museum of Danish Resistance
2. Celebrate Denmark’s Liberation
Viral reach: 31,456
Likes: 826
Shares: 241
Comments: 25
Something more viral…

20. The recipe!
Image by: Memorabledesign

21. • Related to your subject – not your building
• With a twist
• Content from around the web
• Something everyone talks about
• Not too heavy
• Meaningful - think of it as a gift
… And yes, talking about the weather or asking questions always works ( - meaningful or not)
Image by: Memorabledesign
The recipe!

22. Images by: Glowbal collection, Cadluba, Photog Bill, Allan Reyes, ccho, Simon Willison, Lodigs, Spilltojill, Marxfoods.com,
abakedcreation, Glory Foods, madlyinlovewithlife, JTeale

23. Thank you
… And you even stayed awake! High five!
More to say?
Find me somewhere online – I can usually be found as @lineaha