Social media and Web 2.0 tools have changed the landscape of marketing dramatically in recent years. Popular social media sites, such as Facebook and Twitter, have an impressive amount of daily users from around the world. Consumers are able to give immediate feedback about their experiences, interact with people who share similar interests, and reach out to companies and organizations with the click of a button. The conversation is now almost entirely driven by the customer instead of the content creator, which can be a scary thing for a conservative institution.
Museums and cultural institutions and the lovers of these organizations, engage in social media as well. Instead of referring to “customers,” however, museums and cultural institutions engage with visitors, members, donors, and people who are passionate about the institution’s mission. Museums use social channels to promote events, share their collections, keep current constituents engaged, and reach new audiences.
One of the most important foundations of social media marketing is telling your story and telling it well. This is particularly relevant for museums and cultural organizations. An article published in the Washington post from June of 2014 boasted that there were more museums in the United States than there were Starbucks and McDonald’s locations…combined.
At over 35,000 museums and counting, there is an incredible variety of cultural organizations for people to choose from. This is why telling your story is essential and incredibly valuable. It is important for museums to share their message, story, and mission to inform people about what makes your organization special and why they should choose to visit and support your institution.
Museums and cultural institutions should focus on spreading their mission and telling their story on social media to make them standout of the crowd. Every organization has something that makes it special, and if you are able to communicate this effectively over social media your institution will benefit.