Staying relevant today is very difficult due to the ever-evolving technology. It’s a challenge even for indispensable institutions such as museums to be interesting and manage to reach out to their audience.
One of the safest ways of doing this is investing time, energy, and resources into a powerful social media campaign. But doing so involves more than just posting an image with some text on Facebook or Instagram from time to time.
You need to know everything about the way social media work and what’s important to focus on. Unfortunately, we can’t cover all the details in this article, but we’ll give you a couple of tips that will increase your chances of success.
1. Set Your Goals
What are you planning to accomplish with your social media campaign? This is the question that you first need to answer before you start planning your campaign. Are you planning to use social media simply as an educational tool or do you intend to interact with your audience? Is your goal to attract as many new visitors as possible?
Each of these goals means that you need to create different types of posts and approach your campaign from a different perspective. Facebook and Instagram are perfect for educational posts, whereas Twitter is ideal for quick announcements of exhibits or for funny meme content.
2. Write Clear Guidelines
If you have a large media marketing team which takes care of several social media accounts, you should have clear guidelines in place governing how posts are created. Moreover, every member of your team should assume a similar tone when interacting with the audience.
These guidelines are also incredibly valuable when you have a new member joining your team. A good set of guidelines will mention what kind of behavior is tolerated, as well as the grounds for blocking or reporting certain users.
3. Link Related Accounts
Do you plan on having several accounts all posting stuff related to your museum? For example, your team members might wish to have their own accounts where they will promote the museum. You can also create fictitious characters that could help you promote the museum, like a dinosaur, a mummy, or something else from your collection.
Before this happens, make sure that all these accounts are part of the same brand. They should have the same voice and a similar feel. Of course, the tone should be different, but all accounts should follow the same general guidelines.
4. Post Regularly
One of the main factors when it comes to staying visible and relevant on social media is how often you post. The algorithms that social media platforms use favor pages that are active and post regularly. You should make it a rule to post at least several times a week, if not every day.
Of course, you should not post just for the sake of posting. Make sure that your content is fun, interesting, and valuable. If that’s not the case, people will find your posts boring and stop following you.
5. Optimize Your Website
Last but not least, optimize your website for mobile devices. Most people nowadays access social media using their phones, which means that they are likely to visit your website on their phones as well. Make sure that they have a pleasant experience when they do so.