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Museums are beloved by many, and as such, there is an incredibly large community of social media users with an affinity towards museums and cultural institutions. Over the past five years of my own social media usage, I’ve recognized the following three museum industry influencers: Colleen Dilen, Tyler Green, and Museum Nerd.

Although Colleen Dilen has the fewest followers of the three, I listed her first because her focus is particularly interesting to me. Colleen (@cdilly on Twitter) uses data to help non-profits ensure success by improving visitation, engagement, and more through data-driven adjustments and approaches. She is one of the few people in this niche field that shares her data openly and often, and her blog, Know Your Own Bone is a tremendous and thought-provoking resource.

Tyler Green (@TylerGreenDC on Twitter) is an art critic, blogger, and podcast host/producer of Modern Art Notes. With over 26,000 followers on Twitter, Tyler is a well-respected art critic and is constantly engaging both his followers and museums in critical discuss about exhibitions, publications, and other arts and museum related content on his dynamic Twitter feed.

Museum Nerd (@MuseumNerd on Twitter) is an anonymous Brooklyn resident who really, really likes museums. A self-proclaimed museum nerd, Museum Nerd posts to their website when they have more to say than a 140 letter tweet can handle. Museum Nerd has an impressive following of over 240,000 followers, and they post content that is in any way related to museums. Not to mention, they are also quite humorous! (I hope to find out who this mysterious funny person is some day.)

Museums and Cultural Institutions don’t engage with influencers in the way a typical for-profit company or business might. Instead, museums should look to people like the three aforementioned influencers as valuable resources and potential partners. If an organization interacts with an influencer and the influencer begins to see and appreciate the institution’s content, there is a chance the influencer will eventually share some of your content. This will push your content out to an entirely new audience. Influencers share good content, though, so it is crucial that the content your museum or cultural institution creates and posts on social media is something that people will be excited to share with others

Image via Jeffrey on Flickr

Image via Jeffrey on Flickr

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.

Yesterday I was able to attend a development conference at work. There were absolutely fascinating keynote speakers who shared their expertise in crisis management and negotiation. Their talks were both practical and philosophical and, of course, inspiring.

There was a live tweet board on the stage next to the presenters, and attendees were encouraged to tweet out reactions and memorable quotes during the presentations. I was excited to see this participatory element introduced to the conference, and though many did not participate, those who did effectively synthesized crucial points  in 140 characters or less.

As insinuated by the live tweet board, a key element of the conference was digital media strategy. Although digital and social media is just a hobby for me, it was encouraging to see the ways in which social and digital media can be leveraged to reach new audiences and round out a larger marketing campaign. Even though I am not an expert, I’d like to think that I understand many of the abilities and limitations of these forms of communication, and I get really excited when I see them being used to their full potentials.

Speaking of full potential, I had the pleasure of attending the American Museum Membership Conference in Atlanta back in April. There was a really great presentation by Fiveseed about their social media campaign for History Colorado Center. This interactive aspect of their re-opening campaign expanded their audience and engaged brand new constituents. Social and digital media’s ability to reach a broader audience is fascinating to me as a non-profit fundraiser.

I hope to read more, explore more, see more, and learn more about digital and social media strategies for non-profits. I am starting master’s program in management this fall, and I am eager for the opportunity to get back in the classroom and learn about something completely new. I’m sure this won’t be the last time this topic is discussed in my blog.

Please feel free to share any resources you’ve found helpful regarding digital media strategy!

 

Since moving to Boston mid-June, I have been working for a temp agency, which has placed me in some really interesting administrative roles. On the side, though, I work for third party marketing companies as a Promotional Model/Brand Ambassador/Spokesperson. It is actually a really fun/interesting gig, as I get to interact with lots of different people and learn about some cool products.

Most recently I was promoting a new men’s shaving product at a wholesale retailer. (I’m not sure how much info I’m allowed to divulge on the internet, so I am going to be as vague as possible.) I was responsible for telling people about the new product and also handing out samples of the same brand’s shaving cream. The shaving cream had the same name/branding as the blades themselves, and was marketed towards men to use to shave their face.

I was handing out 2.5 ounce samples of the shaving cream to customers at the store, which is pretty darn good for free. I was shocked at the amount of people, specifically women, who asked me if the product was for men/sort of got offended if I tried to offer it to them. WHAT? It is FREE shaving cream. Just because it is marketed towards men does not mean that it will not work for you, as a female, to shave whatever you want to shave with it. I couldn’t get over it. Do people honestly think that a product won’t work as well, or even at all, if you are the opposite gender of the marketing target?

It’s amazing/scary just how successful companies are at creating false binaries. For some reason, some people (I am definitely not included in this, as I’ve used tons of men’s products, even men’s deodorant!) truly believe that products “designed specially” for one gender cannot be used by the other gender. Mind blowing. Seriously. Shampoo works on all hair, male or female. So does shaving cream. Shavers, too. And I must admit that the five blade comfort blades that were created for “men” looked pretty awesome for shaving my legs.

The creation and maintenance of false binaries is problematic and has led to the perpetuation of marginalization and oppression of certain groups based on race/class/gender. If products are separated dependent on gender, race, class, etc. it opens the door for value judgments. One product is more effective, better quality, etc. even though they are probably the exact same product in different packaging. Do you remember the old Secret deodorant slogan “strong enough for a man, but made for a woman?” Yeah, I think that pretty much says it all.