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Evaluating Social Media: American Association of Museums (AAM) 2010

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Dana Allen-Greil
Dana Allen-Greil

This document discusses evaluating social media use in museums. It provides tips for developing a social media strategy, including listening to conversations, benchmarking against peers, setting goals, measuring engagement, and creating actionable reports. Challenges discussed include transparency, convincing skeptics of the value, and integrating social media practices. The presentation provides many resources and tools for social media evaluation.

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Evaluating Social MediaWe’re here to talk about:navigating sea of social media technologiesplanning for implementationdeveloping metricsdefining successchallengesapplying lessons learned to other online and offline efforts
Your conversation influencersDana Allen-GreilNew Media Project Manager, National Museum of American History@danamusesAngelina Russo, Ph.D.Associate Professor, Swinburne University@artech05
Angelina Russo, PhDAssociate Professor, Swinburne UniversityAngelina Russo leads the ARC research project Engaging with Social Media in Museums at Swinburne University,  which brings together three Australian museums and the Smithsonian’s Cooper Hewitt National Design Museum to explore the impact of social media on museum learning and communication. Between 2005 & 2008 she led the research project New Literacy, New Audiences which examined the development of user-generated content in collaboration with six major Australian cultural institutions.In 2006 Angelina received the prestigious Queensland Premiere’s Smithsonian Fellowship and in 2007 an Australian Postdoctoral Fellowship. Angelina holds a Bachelor of Design in Human Environment Design from University of South Australia and a PhD in Architecture and Design from University of South Australia.
Dana Allen-GreilNew Media Project Manager National Museum of American HistoryDana manages a range of new media projects including online exhibitions, e-mail newsletters, interactive kiosks, mobile interpretation, online fundraising campaigns, blogs, social media strategies – you name it. Projects she’s most proud of include: the “O Say Can You See?” blog (for which she’s managing editor); the Smithsonian’s first YouTube contest (a national anthem singing competition); and the major redesign of the museum’s Web site in 2005. She’s fascinated by the possibilities of Twitter, and has recently contributed two chapters for the book, Twitter for Museums. She teaches the graduate course, “Museums and Technology,” at The George Washington University.
This is going to get social…Tweet using hashtag #aamSocial(Note: conference hashtag: #aam10)Text to 202.550.9095
What is your biggest social media challenge?Send a tweet to @pollwith the message “26514 + your answer”Send a text to 22333with the message “26514 + your answer”http://www.polleverywhere.com/free_text_polls/LTM2MjQwMjExNg
StickyMuseum MatterPresentation to American Association of Museums23 May 2010Associate Professor, Angelina Russo, PhD
Reflections on social mediaCan we connect across typologies? Collaborations across the sector are vital Enable audience to develop a sense of national storieshow do audiences translate and use materials at a local level?
Reflections on relevancebig issues of today – whose problems are they?Build visibility of holders of research data, researchers, technologists – a network of different skill-setsThere need to be many paths for describing data
Reflections on audienceNeed to know who you are trying to reachA clear value proposition (what's in it for them?)Social media provides transparency - builds on goodwill
RelevanceConnecting with relevant issuesWorking with audiencesMeasurements of success
Listeningthrough aggregation sites like Google Alerts, RSS feeds etc. for topics which are sticky
IdentificationIdentify sticky issuesFrom what standpoint can the museum discuss?How can this discussion add value to the community?
Taking a standStatement either through an internal or external blog/ radio/ tv Interview/ youtube video - some form of media that connects this issue with the museum for audiences
CommunicationDissemination re-distribute through multiple social media sites (Facebook, Ning, Twitter, broadcast tools etc) and you capture the interest through Listening (Google Alerts etc).
Demonstrating RelevanceNow you have a form of front end evaluation for topics which are of interest to the public and which you as a museum can contribute to and add value to.
Innovationmodel where different individuals can contribute where they feel most comfortable
Making museums relevant to the entire community…Desiree Rogers
Next steps…Identify potential projectsExperience: multi-platform design & scientific communication (end-to end program which captures imagination, curiosity and illustrates relevant issues)Engagement: co-created content, multiple channels (blog, game, physical exhibit)Environment: flexible practices, organisational management (exhibition scheduled due to public interest)
Engagementwhat type of engagement you are hoping to achieve based on the issue
Environmentwhat resources do you have available to you?StaffAudiencesIndependent content creatorsEducatorsOther organisations
Audience engagementContent creators as beacons of cultural production Situate creators as leaders in their fieldGive voice to end-users New networksPotential engagement in pilots and/or cultural prototypes
Experiencenot everything has to end in an exhibition and/or website.
Creating a discourseagility in responding to issues is sometimes more (or at least just) as valuable than scheduling an exhibition.
Evaluationdecide upfront what your measures of success will be for each experience.
CoordinationDelegate ownership across the museum; the coordination needs to be led by someone.
How good are you at this whole social media thing?We’re good!We’re great!We’re learning!We stink.Find tweet from @danamuses and click link to poll or use this URL: http://twtpoll.com/ykz916
How good are you at this whole social media thing?http://twtpoll.com/ykz916We’re good!We’re great!We’re learning!We stink.“If you chose anything except #3, you’re wrong.”-Jim Sterne, Social Media Metrics
Evaluating Social Media: A 6 Step ProcessSee “Measuring, Analyzing, Reporting” in Twitter for Museums for details.
1. ListeningThey say brilliant conversationalists are actually really just great listeners…What are people saying about you?What aren’t they saying but you wish they were?Flickr photo by vagawi
Basic: Searching on Twitter
Fancy: HootSuite columns
Search for:Your museum’s name (including abbreviations and variations)Exhibition titlesKey objects (e.g., “ruby slippers”)Your topic focus (e.g., Holocaust history)HashtagsPlaces to search:TechnoratiSocial MentionGoogle
The virtual tour you always wish you had? YouTube
A keyword goldmine: del.icio.us
The image you want to portray? Flickr
Search as conversationWhen people arrive at your site from a search engine, they are looking for something in particular and are communicating their intent.When people search for something on your site they are communicating their inability to find it through your navigation.-Jim Sterne, Social Media Metrics: How to Measure and Optimize Your Marketing Investment
RSS feeds are your friend!Google Reader Playhttp://www.google.com/reader/play/
Create a listening posthttp://www.netvibes.com/thedailyinfluence
Create a “Makeshift Twitter Archive”Categorizing by a human (time intensive but valuable)Bookmark tweets in delicious using Firefox Bookmark Add-on and tag them (can also then be sucked out as RSS for other uses; can also track blog posts, photos, videos, etc. this way)Passive collectionUse a 3rd party notification tool (e.g., TweetBeep) and have it send alerts to Gmail (highly searchable).
Create a TweetScan Twitter Backup (CSV or HTML export).See “Using Twitter for Research” by Beck Tench in Twitter for Museums
What Twitter lists say about youhttp://www.mustexist.com/list_tags/amhistorymuseum
Defining success“Success in social media is not found in how many people got your message; it’s found in how many people thought your message was remarkable.”-Jim Sterne, Social Media Metrics: How to Measure and Optimize Your Marketing Investment
2. Benchmarking or Where are you now?Your “baseline” is your line in the sand.Followers/fans@ replies and retweetsClicks to your Website coming from social mediaSearch engine rankings for key termsFlickr photo by Egan Snow
Where are your peers?Benchmarks help you understand where you are in relation to something else. They are points of reference, standards by which your efforts can be measured or judged. Flickr photo by JACoulter
Finding your peers: GraphEdgeWho else is your audience listening to?GraphEdge presents a list of other users ranked by what percentage of your followers also follow that account. For each peer on your shortlist take a look at their follower numbers, how actively they're tweeting, etc. Capture only the details you want to focus on in your own efforts.
Putting it into practiceEnvironmentEngagementExperienceEvaluation
Short termCommunicationDirecting visitors to your collectionResponding to topical issues in simple ways, ie: twitterCampaignRaising awareness of events which relate to this issueLinking existing programs/events to topical issues ie: facebook
Medium TermCritiqueIn-depth analysis of topical issues of the day blog postings which give historical context to important issuesConversationEngaging in conversations on reputable sitesDemonstrating relevance by referring existing conversations to your collection (ie: blogs, wikis)
Long TermConnectionBetween your organisation and public
Your onsite and online activities
Your collection and public interestsExperienceThis one is relatively easy.Most organisations have determined what they wantFind out what your organisation aims for and work with that!
EnvironmentThis one is trickier…it’s about looking at what you currently do and how you can connect the dots so that your online and onsite experiences match up!
EngagementThis one is the most contentious. It regularly producesa cold sweat in managementresounding indifference in many staffdiscussions re: the authority of the organisationa desperate call for more resources A look of hopelessness and despair
EvaluationIncreasingly, evaluation needs to occur in two parts. One is relatively easy, the other more laboured…Tracking of metrics – whether using free or commercial services
EvaluationActive strategy of research to find out What are others saying about democracy?Where they are saying it?What you can contribute to that discussion?
What do you need to make this happen?The most common response is…TimeTraining StaffSenior management buy-in
But there’s more!Commitment from top down and bottom upCollaboration between departments and individualsConnection with what matters to the publicCooperationTo achieve the policy aims
3. Setting goalsWhere do you want to go?What is your definition of success?
Goals?
Consider not “What can I do with social media?” but “How can social media help me achieve the museum’s mission?”
Ask: “What is unique about social media?” and, more importantly, “What can I bring to social media that is unique?”
What is your #1 social media goal?Tweet using hashtag #aamSocialText to 202.550.9095
4 & 5. Measuring and AnalyzingWhat data should you collect?How should you collect it?
100 Ways to Measure Social Mediahttp://www.marketersstudio.com/2009/11/100-ways-to-measure-social-media-.html
Evaluating Social Media: American Association of Museums (AAM) 2010
You want to do the least amount of work needed to gain actionable insights.You want to spend your time acting, not analyzing.
Who will find this chart useful?
Input
Response
Where to measure
“Lamest measure of success”: followersMeasuring followers or fans is simply a measure of inputDoesn’t focus on customer behavior or outcomesInstead use:Klout: Inbound Messages per Outbound Message (conversation rate)Are you shouting or having a conversation?
Success vs. Awareness“Follower numbers, like website traffic statistics, don’t necessarily represent success, but can be used as a rough measurement of public awareness of your account and potential influence.”See Zambonini
Content analysisPerform a content analysis—use a random sample or a full set from a small time period and categorize them.Message typeToneTopics
Focus on the “critical few”Separate the need to know from the nice to know or you’ll be buried in dataAvoid analysis paralysisSee Avinash Kaushik http://www.newcommcollaborative.com/knowledge/877-exploring-social-media-analytics-with-avinash-kaushik
6. Actionable reporting
REVISIT: What is your biggest social media challenge?Send a tweet to @pollwith the message “26514 + your answer”Send a text to 22333with the message “26514 + your answer”http://www.polleverywhere.com/free_text_polls/LTM2MjQwMjExNg
Challenge: TransparencyBe humanPost a link to your comment or social media policyIdentify who is behind your accountsBe sincereBe willing to listenBe willing to respond and make changesBe agile
You’re only human (born to make mistakes…)
A “very crowded cocktail party”Catch up with old friendsMeet new peopleIntroduce people to one anotherMake connections Share informationStrengthen tiesYour network of fans are visible to one anotherSee Elizabeth Stewart, Twitter for Museums
Do you sound like a human?What department or person in your museum is currently responsible for social media? Are these the right people for the job?Tweet using hashtag #aamSocialText to 202.550.9095
Convincing the skepticsHow will these new tasks impact their already busy jobs? (I’m afraid it will take too much time!)What will the quality be like since resources are at a premium?Will it distract from the museum’s core tasks?See “Confessions of a Long-Tail Visionary” and “Clearing the Path for Sisyphus” by Jeff Gates in Twitter for Museums
Convincing the skepticsWhat is the most common push-back you get from colleagues in trying to adopt social media practices?Tweet using hashtag #aamSocialText to 202.550.9095
The future (is now?) . . . Integrating social mediaIs the museum Web site dead?Incorporating your social media into your existing site—a good idea?Applying social principles to your site (online and in the building)
A few resourcesMashable, “world’s largest blog focused exclusively on Web 2.0 and Social Media news,” www.mashable.comSocial Media Today, “moderated business community for the web's best thinkers on Social Media and Web 2.0,” www.socialmediatoday.comSmartBrief on Social Media, “the best news and insights on the business of social media,” www.smartbrief.com/socialmediaBeth Kanter's blog, How Nonprofit Organizations Can Use Social Media to Power Social Networks for Change, http://beth.typepad.com/
A few toolsFREEGoogle AlertsTweetbeepRetweetrankTwitalyzerTechnorati AuthoritySocial MentionTwitter SentimentTrackbacksBlogscopeWefollow (find topic-based people)PostrankGoogle AnalyticsHootSuiteFacebook InsightsYouTube InsightsFlickr StatisticsNOT SO FREEAttensityScoutLabsNielsen BuzzMetricsHitwisecomScoreOmniture SiteCatalystRadian6WebTrends
ContactNew Media Project ManagerNational Museum of American HistoryDana Allen-Greilallen-greil@si.eduhttp://www.linkedin.com/in/danaallengreilTwitter: danamuseshttp://americanhistory.si.eduhttp://blog.americanhistory.si.edu

More Related Content

Evaluating Social Media: American Association of Museums (AAM) 2010

  • 1. Evaluating Social MediaWe’re here to talk about:navigating sea of social media technologiesplanning for implementationdeveloping metricsdefining successchallengesapplying lessons learned to other online and offline efforts
  • 2. Your conversation influencersDana Allen-GreilNew Media Project Manager, National Museum of American History@danamusesAngelina Russo, Ph.D.Associate Professor, Swinburne University@artech05
  • 3. Angelina Russo, PhDAssociate Professor, Swinburne UniversityAngelina Russo leads the ARC research project Engaging with Social Media in Museums at Swinburne University,  which brings together three Australian museums and the Smithsonian’s Cooper Hewitt National Design Museum to explore the impact of social media on museum learning and communication. Between 2005 & 2008 she led the research project New Literacy, New Audiences which examined the development of user-generated content in collaboration with six major Australian cultural institutions.In 2006 Angelina received the prestigious Queensland Premiere’s Smithsonian Fellowship and in 2007 an Australian Postdoctoral Fellowship. Angelina holds a Bachelor of Design in Human Environment Design from University of South Australia and a PhD in Architecture and Design from University of South Australia.
  • 4. Dana Allen-GreilNew Media Project Manager National Museum of American HistoryDana manages a range of new media projects including online exhibitions, e-mail newsletters, interactive kiosks, mobile interpretation, online fundraising campaigns, blogs, social media strategies – you name it. Projects she’s most proud of include: the “O Say Can You See?” blog (for which she’s managing editor); the Smithsonian’s first YouTube contest (a national anthem singing competition); and the major redesign of the museum’s Web site in 2005. She’s fascinated by the possibilities of Twitter, and has recently contributed two chapters for the book, Twitter for Museums. She teaches the graduate course, “Museums and Technology,” at The George Washington University.
  • 5. This is going to get social…Tweet using hashtag #aamSocial(Note: conference hashtag: #aam10)Text to 202.550.9095
  • 6. What is your biggest social media challenge?Send a tweet to @pollwith the message “26514 + your answer”Send a text to 22333with the message “26514 + your answer”http://www.polleverywhere.com/free_text_polls/LTM2MjQwMjExNg
  • 7. StickyMuseum MatterPresentation to American Association of Museums23 May 2010Associate Professor, Angelina Russo, PhD
  • 8. Reflections on social mediaCan we connect across typologies? Collaborations across the sector are vital Enable audience to develop a sense of national storieshow do audiences translate and use materials at a local level?
  • 9. Reflections on relevancebig issues of today – whose problems are they?Build visibility of holders of research data, researchers, technologists – a network of different skill-setsThere need to be many paths for describing data
  • 10. Reflections on audienceNeed to know who you are trying to reachA clear value proposition (what's in it for them?)Social media provides transparency - builds on goodwill
  • 11. RelevanceConnecting with relevant issuesWorking with audiencesMeasurements of success
  • 12. Listeningthrough aggregation sites like Google Alerts, RSS feeds etc. for topics which are sticky
  • 13. IdentificationIdentify sticky issuesFrom what standpoint can the museum discuss?How can this discussion add value to the community?
  • 14. Taking a standStatement either through an internal or external blog/ radio/ tv Interview/ youtube video - some form of media that connects this issue with the museum for audiences
  • 15. CommunicationDissemination re-distribute through multiple social media sites (Facebook, Ning, Twitter, broadcast tools etc) and you capture the interest through Listening (Google Alerts etc).
  • 16. Demonstrating RelevanceNow you have a form of front end evaluation for topics which are of interest to the public and which you as a museum can contribute to and add value to.
  • 17. Innovationmodel where different individuals can contribute where they feel most comfortable
  • 18. Making museums relevant to the entire community…Desiree Rogers
  • 19. Next steps…Identify potential projectsExperience: multi-platform design & scientific communication (end-to end program which captures imagination, curiosity and illustrates relevant issues)Engagement: co-created content, multiple channels (blog, game, physical exhibit)Environment: flexible practices, organisational management (exhibition scheduled due to public interest)
  • 20. Engagementwhat type of engagement you are hoping to achieve based on the issue
  • 21. Environmentwhat resources do you have available to you?StaffAudiencesIndependent content creatorsEducatorsOther organisations
  • 22. Audience engagementContent creators as beacons of cultural production Situate creators as leaders in their fieldGive voice to end-users New networksPotential engagement in pilots and/or cultural prototypes
  • 23. Experiencenot everything has to end in an exhibition and/or website.
  • 24. Creating a discourseagility in responding to issues is sometimes more (or at least just) as valuable than scheduling an exhibition.
  • 25. Evaluationdecide upfront what your measures of success will be for each experience.
  • 26. CoordinationDelegate ownership across the museum; the coordination needs to be led by someone.
  • 27. How good are you at this whole social media thing?We’re good!We’re great!We’re learning!We stink.Find tweet from @danamuses and click link to poll or use this URL: http://twtpoll.com/ykz916
  • 28. How good are you at this whole social media thing?http://twtpoll.com/ykz916We’re good!We’re great!We’re learning!We stink.“If you chose anything except #3, you’re wrong.”-Jim Sterne, Social Media Metrics
  • 29. Evaluating Social Media: A 6 Step ProcessSee “Measuring, Analyzing, Reporting” in Twitter for Museums for details.
  • 30. 1. ListeningThey say brilliant conversationalists are actually really just great listeners…What are people saying about you?What aren’t they saying but you wish they were?Flickr photo by vagawi
  • 33. Search for:Your museum’s name (including abbreviations and variations)Exhibition titlesKey objects (e.g., “ruby slippers”)Your topic focus (e.g., Holocaust history)HashtagsPlaces to search:TechnoratiSocial MentionGoogle
  • 34. The virtual tour you always wish you had? YouTube
  • 35. A keyword goldmine: del.icio.us
  • 36. The image you want to portray? Flickr
  • 37. Search as conversationWhen people arrive at your site from a search engine, they are looking for something in particular and are communicating their intent.When people search for something on your site they are communicating their inability to find it through your navigation.-Jim Sterne, Social Media Metrics: How to Measure and Optimize Your Marketing Investment
  • 38. RSS feeds are your friend!Google Reader Playhttp://www.google.com/reader/play/
  • 39. Create a listening posthttp://www.netvibes.com/thedailyinfluence
  • 40. Create a “Makeshift Twitter Archive”Categorizing by a human (time intensive but valuable)Bookmark tweets in delicious using Firefox Bookmark Add-on and tag them (can also then be sucked out as RSS for other uses; can also track blog posts, photos, videos, etc. this way)Passive collectionUse a 3rd party notification tool (e.g., TweetBeep) and have it send alerts to Gmail (highly searchable).
  • 41. Create a TweetScan Twitter Backup (CSV or HTML export).See “Using Twitter for Research” by Beck Tench in Twitter for Museums
  • 42. What Twitter lists say about youhttp://www.mustexist.com/list_tags/amhistorymuseum
  • 43. Defining success“Success in social media is not found in how many people got your message; it’s found in how many people thought your message was remarkable.”-Jim Sterne, Social Media Metrics: How to Measure and Optimize Your Marketing Investment
  • 44. 2. Benchmarking or Where are you now?Your “baseline” is your line in the sand.Followers/fans@ replies and retweetsClicks to your Website coming from social mediaSearch engine rankings for key termsFlickr photo by Egan Snow
  • 45. Where are your peers?Benchmarks help you understand where you are in relation to something else. They are points of reference, standards by which your efforts can be measured or judged. Flickr photo by JACoulter
  • 46. Finding your peers: GraphEdgeWho else is your audience listening to?GraphEdge presents a list of other users ranked by what percentage of your followers also follow that account. For each peer on your shortlist take a look at their follower numbers, how actively they're tweeting, etc. Capture only the details you want to focus on in your own efforts.
  • 47. Putting it into practiceEnvironmentEngagementExperienceEvaluation
  • 48. Short termCommunicationDirecting visitors to your collectionResponding to topical issues in simple ways, ie: twitterCampaignRaising awareness of events which relate to this issueLinking existing programs/events to topical issues ie: facebook
  • 49. Medium TermCritiqueIn-depth analysis of topical issues of the day blog postings which give historical context to important issuesConversationEngaging in conversations on reputable sitesDemonstrating relevance by referring existing conversations to your collection (ie: blogs, wikis)
  • 50. Long TermConnectionBetween your organisation and public
  • 51. Your onsite and online activities
  • 52. Your collection and public interestsExperienceThis one is relatively easy.Most organisations have determined what they wantFind out what your organisation aims for and work with that!
  • 53. EnvironmentThis one is trickier…it’s about looking at what you currently do and how you can connect the dots so that your online and onsite experiences match up!
  • 54. EngagementThis one is the most contentious. It regularly producesa cold sweat in managementresounding indifference in many staffdiscussions re: the authority of the organisationa desperate call for more resources A look of hopelessness and despair
  • 55. EvaluationIncreasingly, evaluation needs to occur in two parts. One is relatively easy, the other more laboured…Tracking of metrics – whether using free or commercial services
  • 56. EvaluationActive strategy of research to find out What are others saying about democracy?Where they are saying it?What you can contribute to that discussion?
  • 57. What do you need to make this happen?The most common response is…TimeTraining StaffSenior management buy-in
  • 58. But there’s more!Commitment from top down and bottom upCollaboration between departments and individualsConnection with what matters to the publicCooperationTo achieve the policy aims
  • 59. 3. Setting goalsWhere do you want to go?What is your definition of success?
  • 61. Consider not “What can I do with social media?” but “How can social media help me achieve the museum’s mission?”
  • 62. Ask: “What is unique about social media?” and, more importantly, “What can I bring to social media that is unique?”
  • 63. What is your #1 social media goal?Tweet using hashtag #aamSocialText to 202.550.9095
  • 64. 4 & 5. Measuring and AnalyzingWhat data should you collect?How should you collect it?
  • 65. 100 Ways to Measure Social Mediahttp://www.marketersstudio.com/2009/11/100-ways-to-measure-social-media-.html
  • 67. You want to do the least amount of work needed to gain actionable insights.You want to spend your time acting, not analyzing.
  • 68. Who will find this chart useful?
  • 69. Input
  • 72. “Lamest measure of success”: followersMeasuring followers or fans is simply a measure of inputDoesn’t focus on customer behavior or outcomesInstead use:Klout: Inbound Messages per Outbound Message (conversation rate)Are you shouting or having a conversation?
  • 73. Success vs. Awareness“Follower numbers, like website traffic statistics, don’t necessarily represent success, but can be used as a rough measurement of public awareness of your account and potential influence.”See Zambonini
  • 74. Content analysisPerform a content analysis—use a random sample or a full set from a small time period and categorize them.Message typeToneTopics
  • 75. Focus on the “critical few”Separate the need to know from the nice to know or you’ll be buried in dataAvoid analysis paralysisSee Avinash Kaushik http://www.newcommcollaborative.com/knowledge/877-exploring-social-media-analytics-with-avinash-kaushik
  • 77. REVISIT: What is your biggest social media challenge?Send a tweet to @pollwith the message “26514 + your answer”Send a text to 22333with the message “26514 + your answer”http://www.polleverywhere.com/free_text_polls/LTM2MjQwMjExNg
  • 78. Challenge: TransparencyBe humanPost a link to your comment or social media policyIdentify who is behind your accountsBe sincereBe willing to listenBe willing to respond and make changesBe agile
  • 79. You’re only human (born to make mistakes…)
  • 80. A “very crowded cocktail party”Catch up with old friendsMeet new peopleIntroduce people to one anotherMake connections Share informationStrengthen tiesYour network of fans are visible to one anotherSee Elizabeth Stewart, Twitter for Museums
  • 81. Do you sound like a human?What department or person in your museum is currently responsible for social media? Are these the right people for the job?Tweet using hashtag #aamSocialText to 202.550.9095
  • 82. Convincing the skepticsHow will these new tasks impact their already busy jobs? (I’m afraid it will take too much time!)What will the quality be like since resources are at a premium?Will it distract from the museum’s core tasks?See “Confessions of a Long-Tail Visionary” and “Clearing the Path for Sisyphus” by Jeff Gates in Twitter for Museums
  • 83. Convincing the skepticsWhat is the most common push-back you get from colleagues in trying to adopt social media practices?Tweet using hashtag #aamSocialText to 202.550.9095
  • 84. The future (is now?) . . . Integrating social mediaIs the museum Web site dead?Incorporating your social media into your existing site—a good idea?Applying social principles to your site (online and in the building)
  • 85. A few resourcesMashable, “world’s largest blog focused exclusively on Web 2.0 and Social Media news,” www.mashable.comSocial Media Today, “moderated business community for the web's best thinkers on Social Media and Web 2.0,” www.socialmediatoday.comSmartBrief on Social Media, “the best news and insights on the business of social media,” www.smartbrief.com/socialmediaBeth Kanter's blog, How Nonprofit Organizations Can Use Social Media to Power Social Networks for Change, http://beth.typepad.com/
  • 86. A few toolsFREEGoogle AlertsTweetbeepRetweetrankTwitalyzerTechnorati AuthoritySocial MentionTwitter SentimentTrackbacksBlogscopeWefollow (find topic-based people)PostrankGoogle AnalyticsHootSuiteFacebook InsightsYouTube InsightsFlickr StatisticsNOT SO FREEAttensityScoutLabsNielsen BuzzMetricsHitwisecomScoreOmniture SiteCatalystRadian6WebTrends
  • 87. ContactNew Media Project ManagerNational Museum of American HistoryDana Allen-Greilallen-greil@si.eduhttp://www.linkedin.com/in/danaallengreilTwitter: danamuseshttp://americanhistory.si.eduhttp://blog.americanhistory.si.edu
  • 88. ContactAssociate ProfessorAngelina Russo, PhDangelinarusso01@optusnet.com.auhttp://www.linkedin.com/in/angelinarussoTwitter: artech05http://www.museum30.ning.comhttp://nlablog.wordpress.com

Editor's Notes

  1. The –RT is better than just the mentions column because it filters out RTs.