I really wasn't sure myself. So I started looking around. One of my very favourite sources of practical guidance for museums is the Museum Next blog, run by Jim Richardson (formerly Museummarketing). There you could find all sorts of sensible and down-to-earth advice on how museums should use tools like Twitter, Facebook, YouTube and so on. (It really is worth a good browse around.)
Then there's Nina Simon's excellent Museum 2.0 blog which takes a deep, North American view of all things participatory in museums. I know I don't go there often enough because, whenever I do, I discover a host of real gems of considered opinion and feedback that has been newly added.
If I'm lucky enough to find a social media plan, it's often for a big organisation with plenty of resources, or it takes a very detailed approach to just one social media platform. But what about the small guys? What's written for them? Well, not much. So early last year I thought I'd spend a few free evenings pulling together some of the resources and best advice I could find. I wanted to prepare a draft Social Media Plan for an imaginary museum service. Just the starting point - not the whole kit and caboodle, you understand. Something that laid out what that approach a theoretical museum might take.
Anyway, though now a year out of date, I post it here in the hope that it might just prove of interest, and I'd also invite a bit of feedback and positive criticism. It was written from the perspective of a hypothetical museum that was part of a larger local government organisation, hence all the deference to other over-arching policies and maybe a bit too much starchy formality in the wording (probably not a good idea for something all about social media, but the corporate guys would probably relate to it better, I thought.) Anyway, here it is . . .
|Ilustration by Hank Green. www.mediaspin,com|
- how to get approval for a new initiative.
- elements that should be included in new initiatives, such as:
- museum logo
- analytics code/monitoring tools
- link back to our Museums Service
- links to other social media initiatives (i.e. staff social media users must friend or follow each other)
- specific text, tags, or keywords
- practical guidance on using individual platforms.
- a list of other social media initiatives at our museums.
- lists of recommended tools and social sites run by other museums
- recommendations for user names and a list of user screen names currently in use per tool.
- approved photos and graphics that can be used
- information about where to find creative commons resources and any licensing rules.
- reaction Strategy for comments and feedback.
- past examples of good and not-so-good engagement by us (intended as a learning tool)
- devising an exit strategy for each new platform
3. Launch and Marketing
Our content will be:
o Questioning but not Querulous
5.3. We will remember at all times that young people may access and engage with us on our sites. We will try to ensure our voice is understandable and appropriate to that audience. We will not post content intended for audiences whose age is below the minimum allowable for any given platform.
Our Museums Service already has a number of staff in widely differing roles with familiarity in using a range of Social Media platforms, mostly in a personal capacity. Most notably these include Blogger, Facebook, Twitter, Flickr, YouTube and Wikipedia. Existing work-related projects also include:
- example 1
- example 2
- example 3
- example 4
- example 5
- example 6
(used as inspiration or guidance in the preparation of these contributions)
- Five rules for museum content (via Amsterdam) Chan, S. 29 Oct 2009
- How (and Why) to Develop a Social Media Handbook Simon, N. October 27, 2008
- Creating a social media plan for a museum Richardson, J. Museum Marketing blog
- Hierarchy of Social Participation Simon, N. 20 March 207 Museum 2.0 blog
- East Lothian Museums Blog – excellent blog
- Brooklyn Museums – considered the exemplar of Social Media use
- How to Develop a (Small-Scale) Social Media plan