Another great blog post on social media success is The New Normal: The Elements of Social Media Success for Non Profit Organizations by Colleen Dilenschneider. It inspired me to write today’s blog post.
“Doing social media” (i.e. developing and deploying a social media strategy) requires contemplation of three distinct – and equally important – broader tasks: content creation, community management, and social media measurement.
Today, in 2013, it is more clear than ever that social media requires great efforts from any organization. It can be both time and money consuming – as I mentioned in my previous blog post.
Getting a grip on these three areas is vital to any cultural heritage organization, not only to be successful but to do it with efficiency and saving money. To do so requires staff, dedicated time and money. Most museum leaders do know that social media is important and that it’s here to stay. As Colleen Dilenschneider states:
While perhaps occasionally lacking specific expertise, these … nonprofit executives increasingly understand the basics – social media is important for reaching new audiences, retaining supporters, and achieving long term financial solvency.
This basic knowledge has also raised awareness about Measurement, evaluating social media efforts, to justify social media communication. One can assume that most organizations focus on measuring followers. These numbers are also sometimes wrongly used in bench marketing, as a way of measuring success in comparison to other museums. Though it would be unfair to say that museums aren’t also becoming more aware about measuring the quality of interaction, looking for results that help the museum achieve it’s goals.
In my opinion the weakest points for museums, in this model that Colleen Dilenschneider suggests, are Content Creation and Community Management. Areas where the least efforts are made.
Community Management is perhaps the area that museums will master next. By being out there, on social media channels, the staff managing the daily social media communication are in most cases quite aware, at least on a basic level, of how to manage their communities. Learning by doing, by daily interaction with the community. Though this awareness is probably not yet completely reaching the museum management.
As for the Content Creation, I am only guessing (though from a rather initiated perspective) that most museums are by far not ready for an efficient and strategic content creation. Mostly because we are still programmed for creating exhibitions and printed material. How much content should we in fact be creating? What content? For which channels and which audience? In what format? But also because since we yet aren’t measuring correctly we aren’t ready to fully answer these questions.
So to summarize, adopting Colleen Dilenschneiders three-piece model is a great way to success. And most important of all, to successfully adress the three areas you need:
- Time (both staff work hours and time as in months and years)
- Money (sometimes you’ll need consultants to help evaluate, and money to spend on advertising and producing great content)
- A great strategy (i.e. a dedicated management)
Blog post 027/100 #Blogg100 challenge