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COVID, content strategy & organisational change Georgina Brooke, National Museums Scotland
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Museums+Tech 2020: Museums in a crisis COVID, content strategy & organisational change Georgina Brooke, National Museums Scotland In January 2020 I moved out of my home in Oxford, north of the border to Scotland, to start a new role as Digital Media Content Manager at National Museums Scotland. I’d done Hogmanay and Burns Night, I’d written a new content strategy, which was about to be rolled out across the organisation. I was beginning to feel like I’d got my foot under the door. By 19 March my mood had changed. The museum was closed, all exhibitions indefinitely postponed, my team was going to reduce by 50%, and all my lovely online audiences were very online, very stressed and very vocal. This paper will look at how the Digital Team at National Museums Scotland developed and adapted an effective content strategy through the lockdown period, including: The content formats and storytelling themes that most successfully connected online audiences with our collections and staff Black Lives Matter – convincing Senior Management to react quickly and commit to a step change in our policies on race and representation within the museums What we learnt and how these lessons are now changing our approach to audience engagement as the museum reopen
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COVID, content strategy & organisational change Georgina Brooke, National Museums Scotland
- COVID, Content Strategy and Organisational Change Georgina Brooke, Digital Media Content Manager, National Museums Scotland Twitter: @GeorginaBrooke LinkedIn: /GeorginaBrooke
- Largest multi-disciplinary collection in the UK outside of London
- In this talk, I will cover • Jan-mid March — my initial plans when taking up this role • Mid-March and the Pandemic itself— and how we responded to that online • April to August — how we went about planning content whilst the Museums where closed • Finally, organisational change mechanisms: how we went about getting the Museums to think differently about the role of digital media
- Museums reopen with reduced capacity • How were we going to engage families online? • How were we going to engage teachers post COVID? • The organisation — as with so many- is under much more financial stress than it has been before, how can we raise more money online? ! Organic social media isn't a silver bullet
- Good online content • Makes sense in terms of the organisational brand • Is created with specific audiences in mind • Is guided by the data we get back from audiences • Is appropriate for an online medium • Is clear on 'what do I want this content to make people do/feel?'