The document discusses the State Historical Museum's social media strategy. It outlines the museum's collections and buildings. It then discusses the museum's social media channels and goals of promoting the museum and inviting new visitors. The strategy aims to create a friendly social media profile and use it for dialogue. It also focuses on providing relevant content and engaging staff. Key aspects of the strategy include creating content plans, writing blogs, evaluating efforts, and analyzing achievements and failures. The museum uses hashtags on Twitter for events like the Museum Marathon to engage followers.

1. State Historical
Museum:
social media strategy
Anna Mikhaylova
ICOM MPR Armenia 2015

2. StateHistoricalMuseum(SHM)
Red Square, Moscow

3. About the SHM

4. Interiors:ParadnueSeni(Парадныесени)

5. Interiors:Vasnetsovpaintings

6. Façade–theRussianstyle

7. SHM: the current structure
The main building St Basil’s Cathedral
Museum of Patriotic war of 1812 The Romanov Palace Chambers

8. SHM: collections

9. Russian museums and social media

10. Twitter Projects

11. Ministry of Culture: ЕИПСК
http://all.culture.ru/intro

13. Tate: digital strategy

14. SHM: team

15. SHM: Social Media channels
• Main Building • St Basils’s cathedral
historyRF SaintBasilsCathedral
shm_official
1stHistorical
st.basil.museum
state_historical_museum
saint_basils_cathedral

16. SHM: Social Media channels
• Museum of the
Patriotic War of 1812
• Blog
http://blog.mediashm.ru
museum1812

17. 480 000 followers

18. MediaPortal:http://mediashm.ru

19. SHM: social media strategy
•The role of social media for the
SHM
•The goals and objectives
•The principles of teamwork
•Tips and advice regarding social
media sites
•Strategic planning and evaluation

20. SHM mission
To present Russian history in
the most engaging way
possible in order to help raise
self-awareness of the Russian
identity

21. Goals
•To promote the SHM among
different audiences thus engaging
those people who are not familiar
with the museum
•To invite new visitors those
people who would come to the
museum on their own

22. Objectives
• to create a friendly profile on social media so
that people can feel comfortable while
communicating with the SHM
• to use social media as a platform for dialogue
rather than for monologue
• to provide users with relevant and interesting
content that can be valuable and useful
• to facilitate communication within the SHM and
engage more members of staff in contributing to
social media production

23. Teamwork

24. My tasks
• creating content plan each week
• writing an SHM MediaPortal blog
• evaluation
• Twitter posting
• organization of professional events
about social media
• audio guide development

25. Instagram

26. Instagram

27. Instagram

28. Instagram

29. Instagram

30. Instagram

31. Twitter: hash tags
• #МузейныйМарафон (Museum
Marathon)
• #МузейнаяГостиная (Museum Salon)
• #МузейнаяОткрытка (Museum
Postcard)
• #ТвиттерЭкскурсия (Twitter Tour)

32. #МузейныйМарафон:
Museum Marathon
• so far, 135 museums were presented
during the marathon
• we get approximately 3000 impressions
(the amount of individual views) for each
tweet of the marathon
• each session is followed by
approximately 40-50 active followers
who support the project with retweets,
mentions and favourites.

33. https://www.facebook.com/groups/SM
forMuseums/

34. Lessons learned
• social media (as well as other Internet resources)
should support the museum mission;
• teamwork at the core of every social media
activity
• initiate new projects and try to think “outside
the box”
• constantly analyse your achievements and
failures
• follow new trends and emerging technologies
and be ready to change

36. Anna Mikhaylova
State Historical museum
socialmedia manager
anna.v.mikhaylova@gmail.com`