#MCN2014 - How to manage multiple twitter accounts
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#MCN2014 - How to manage multiple twitter accounts
- 1. So you want to launch multiple Twitter accounts? @wrdodger #MCN2014 #musesocial
- 6. Questions?
Notas do Editor
- Hi everyone, thank you all for coming out this morning, I wanted to take this opportunity to explain a recent update to our overall social media strategy at the Royal Ontario Museum. In the next ten minutes I’ve going to give you a bit of background on our social media journey and my tips for creating a social institution with no budget.
- The ROM is a museum of World Cultures and Natural History and for a lot of people who visit they are overwhelmed. The building is huge and our collection spans Mammalogy, Botany, Ichthyology, Entomology, Palaeontology, Geology, Anthropology, Material Culture, Decorative Arts, Contemporary Art and Archaeology. Many of our visitors and the general public *CLICK* don’t use these terms but they know we have dinosaurs …. and mummies. As part of our shift to become a more public focused institution it was decided to organize all of these disciplines into areas of focus that are more accessible. Our director describes them as the chapter headings of our encyclopedic collections. *CLICK* These 8 Centres of Discovery, as they are officially called, are meant to be the public’s access point to our research and collections, our expertise and exhibitions. So if they are to be access points then they must also have a strong online presence, as many of us know, more often than not, a visitor’s relationship with your institution begins online. Like many museums we have a very small web budget and a non-existent social media budget. So, how do you create a presence for these chapter headings with no resources? On the website it is done with branding as well as how we organize content and pages. On social, we had to take a look at our presence over the last few years, analyse what was working and what wasn’t, but we also had to plant the right seeds for a social institution, more on that later.
- Keeping in mind the nature of some social media *cough* Facebook *cough* platforms and their realities, we decided to expand our presence on Twitter to include all 8 centres of discovery about a year ago. Some of the accounts were already up and running, we just changed the handle slightly and integrated logos and if you look around you’ll find many organizations have multiple accounts. This is not a new concept. With the breath of collections and expertise we wanted to give individuals the opportunity to create an experience that parallels their individual interests and is as unique as they are. Instead of diluting the conversations, as I admit was my initial concern with creating new accounts, we want to allow our community to drill deeper into our content and connect directly with the content they want. Interested in fossils and evolution? Talk to our palaeotologists @ROMPalaeo.What about Climate change and sustainability? @ROMBiodiversity has got you covered! If you’re more of a fashionista with a passion for textiles, @ROMtextiles will be your place to go. Giving people the choice to interact with the content they want will only strengthen our diverse communities and the relationship people have with the museum as a whole. We’re encouraging dialogue and providing multiple, focused spaces for it to happen, we’re also allowing people to personalize their ROM social media experience. Our focus is not on how many followers we gain, it is on how many conversations we have and the connections between our community and our collections. Sounds great doesn’t it? Well, there’s a little more to it than just signing up for the accounts. I’m going to show you how to accomplish this with no budget, what I’ve done so far and I hope it will help some of you thinking about heading down the same road….spoiler alert, it takes time, patience and a ton of work.
- Here is my recipe for creating a social institution that will eventually allow you to create multiple social media accounts with no budget. Strategy: Like anything we do, we need to have a plan. Don’t just go all willy-nilly and start creating accounts with no strategy. For us, it makes sense to align our social media presence with our centers, for you it may be a departmental thing. Whatever it is, nail down a plan first, get it approved and work from there. Guidelines: We encourage the use of social media first through personal accounts, but we’ve also built out a guidelines document for staff to fall back on. We all know how blurred the lines are between your personal and professional online presence so we provide our staff with dos and don’t but also helpful tips and tricks. We attempt to take the mystery around social out of the equation so that our staff can focus on the things that really matter, creating good content and fitting time for social into their workflow. Evidence: By evidence I mean analytics. You need to know your numbers and be able to articulate them to your staff. Give them concrete evidence as to why increasing their activity on social is not only a benefit to them but also the institution and its community. Use vanity metrics if you have to but make sure you demonstrate the power of earned media. There are plenty of studies and blog posts out there about this, use it to your advantage! Training: Having a social media competent staff means training and lots of it. Schedule regular social media training sessions, leave most of the time for questions and let your staff lead the sessions through discussion. Normally, we’ll schedule an hour session and give a ten minute presentation on one specific thing, like tagging an account in twitter photos and why it is beneficial. We then leave the other 50 minutes for discussion and Q&A, we end up covering more ground but it is led by the staff and they take ownership over it. It becomes less like a lecture or a training session and more like a chat. More Training: From these training sessions I get even more questions that sometimes people don’t feel comfortable asking in front of a group. So I offer to sit down with smaller groups or even meet with people one-on-one. If you take the time to do the training, to make your staff feel comfortable with social, they’ll be more likely to figure out how to work it into their day-to-day and run with it. Trust: After you’ve done all of the above, the final ingredient is to trust your staff. They are adults after all, in some cases paid to handle priceless objects, many are respected academics. *CLICK* You’ve given them the strategy, the guidelines, and the training, *CLICK* you’re going to have to trust that they’ll follow this lead…..
- That said, you’ll still need to monitor their progress and provide some coaching along the way. You need that wily veteran on your team who can help your staff along as they work on their game... From the training sessions you will have a pretty good idea who is strong and who needs more practise. I take note and keep an eye on the staff who show up regularly, who are engaged and ask questions. I monitor their social media activity and offer to help whenever I can, sometimes its as simple as saying, “great tweet, try adding this next time” or “hey, might want to give this a shot”. I call this the farm team, because staff are eagerly practising and perfecting their social media game. There’s no better learning tool than actually producing content and responding to others so that’s what we do. We give them the guidelines and training first, encourage them to create a personal account and then let them go. We trust our staff and in the end we’re all on the same team working towards the same goals. After a few months of monitoring activity I sit down and have a chat with a few kids on the farm who I feel are at the top of their game and we talk about transitioning to the big leagues. Some people aren’t interested, they’re comfortable with their current workload, or whatever the case may be and that’s fine. But most, are excited at the prospect of tweeting on behalf of the institution and it is a win-win-win situation. A win for our community, there’s a unique voice for each centre, a win for our staff, they gain experience and get to put it on their resume, which in my opinion is a valuable skill going forward, and a win for the institution, our social media activity is amplified by trained staff with honed skills.
- Eventually, your social media activity will be all bountiful fields, blue skies and rainbows AND you can do cool things, like add social media accounts to your floor plan so that when people are visiting your museum, if they want to have a conversation with your staff behind the scenes, they can. Questions?