The question of resources (who is going to run social media and how much time and money will it take?) is often a barrier for zoos, aquariums, and museums looking to adopt social strategies. I have saved this example for last in this series of four barriers to adopting social strategies, because it has the biggest “let down” factor. The let down? The amount of resources you dedicate to online engagement is up to you and your institution. (Clear-cut answers are so much sexier.) There is no right or wrong answer… except that you get yourself on these platforms and start experimenting… Like most things, scale and growth will require investment, but start small. Have one person take the reins and increase staff support as you uncover success in engaging audiences online. Though the amount of time and energy required to get involved in social strategies depends on the institution and the available resources at hand, there are a few helpful tips to help you maximize your resources– or at least ease your mind in the area of resources when considering barriers for adopting social strategies.
But as a quick side, I want to share a presentation that I gave on August 9th that was hosted by the wonderful Tennessee Aquarium. The presentation is called The Best of The Best of Online Engagement and it highlights an Academy-Awards-of-such of how museums have moved forward in the area of online engagement over the last few years. Consider this resource shared! Now, back to business:
Here are six little tips to consider when your organization becomes overwhelmed or apprehensive regarding resources in taking on social media or online initiatives:
1. Don’t leave it to your intern (but listen to your intern!) When social media first showed up, it was a thing for the intern. PR savvy folks know now that social media is a very important part of a marketing strategy. I’ll reference the Bass Model again: the coefficient of imitation (word of mouth marketing, peer reviews, earned media) are over ten times more effective than the coefficient of innovation (paid marketing and advertising). Again, there’s also data to support that your organization’s earned media is more important than your organization’s website. Give the role of running social media to the wrong person/intern and you might just have an incredibly embarrassing situation on your hands— a “Marc Jacobs situation,” I’ll call it. While hilarious to read from a distance, an intern going nuts on your Twitter account hardly helps your brand.
Though we’ve moved past leaving social media entirely to the intern, it is still fiercely important to listen to your intern (and young people in general) when engaging audiences. Young people are generally masters of online engagement. Gen Y grew up with it and can use it with sincerity, they are “gatekeepers of dirt,” and perhaps best of all, they are generally energetic. Folks can smell a communications dud from a mile away. A person just going through the motions on social media usually won’t cut it. Tap an intern’s knowledge and energy.
2. Work on an effective scale for you. Remember the Brooklyn Museum example? They gave up Facebook and Twitter accounts for their 1st Fans initiative and moved to Meetup.com. They were using too many resources and their operations online were not producing their desired outcome. Thus, the Brooklyn Museum shamelessly and publicly switched it up. They did less to achieve more. If you’re going to get involved on a platform, do it well. Be unafraid to be thoughtful about the time dedicated to social media. Do only what works for you… and if you can, try to do something unique to engage audiences in a way that meets your goals (and then share it with me so I can tell other people about the cool stuff that you are doing, if you’d like!)
3. It doesn’t have to cost you a lot of money. Okay, okay. Groupon is pretty big… but it’s not usually worth it. In general, it’s great to reward folks who interact with you online, especially because we are finding more and more that folks look to social media for discounts (Thanks a bunch, Groupon). Discounts and special offers are only one way to do this- especially for ZAMs. There are other creative ways to reward your fans on Facebook and Twitter. Check out those links for some simple ideas. But it’s not just about getting involved on Facebook, Twitter, Flickr, and YouTube. The best of the best in audience engagement create their own social opportunities online. And hey, the cost of building a social networking site has dropped to nearly nothing.
When it comes to running a campaign, social media consultancy can get pricey, and this is especially sensitive for nonprofits. Connecting with your contacts within the industry can help side-step some of these fees and you can meet a lot of these folks online. Here’s my “Museos” Twitter list for reference—and I follow a LOT more terrific people who share incredible resources online on a daily basis (Drop me a line on Twitter if you’d like me to add you to the list). Associations can help, too. I’m a massive fan-girl of the American Association for State and Local History and AAM’s Center for the Future of Museums. I love them because they are run by insanely refreshing, forward-thinking people with an eye to the future. And yup, the future has it’s feet in online engagement. They (and other associations) are dripping with resources.
4. Use content on many networks (but use different messaging) It’s cool. You can cheat this way. Just pretty please don’t auto-connect your Facebook and Twitter accounts. The platforms are different and so are the way they are used and the people on them. Also, posting only Facebook statuses to Twitter doesn’t allow people to interact individually with your brand. From the other side, posting Twitter statuses to Facebook will alienate fans with hashtags and individual Twitter-based shout-outs. And these shout-outs are important (though here’s a fun resource on the best time of day to tweet). I’m focusing on Twitter here because Twitter users are critical for achieving earned media. Folks on Twitter are several times more likely than non-Twitter users to publish content, contribute to wikis, share coupons, post on blogs, review products, and participate in online forums. This means they are several times more likely to contribute weight to your brand.
5. Tap into your hub and use it to achieve your goals. This is a personal one from my own experience working with ZAMs.: create a hub. (You may already have one and not know it, but knowing this space (a blog, portion of your website, etc) is your hub is critical. A “Hub” is a place where you aggregate content and send people who find you on social media platforms. In other words, it is a page that all of your online initiatives point toward. In my experience, blogs (separate or on the website) serve s the best hubs. The best reason to have a hub is to help you reach your online goals. For instance, if you’re primary reason for being online is to get more visitors through the door, then your social media platforms should link to content on your hub, and your hub should have a clear next-move: driving people to the ticket purchasing page. If you have a hub, you can control the message on the hub. This will help you achieve your goals. This is my favorite little article to explain hubs.
6. Other departments are your friends. Here’s the part of the post where I remind everyone that social media does not entirely belong to the marketing department. I know, it happens in nearly every post. And here it is. I’m not saying that the PR person cannot (or shouldn’t) run social media, but I’m saying that the PR person (or any person, for that matter) cannot run social media without content provided by other departments. Social media and social initiative online often involve having an insider perspective of an institution as a whole- not just an insider perspective to the marketing/PR department. So get out there, talk to volunteers, spend some time in membership and learn the little anecdotes. It is the raw, organic stuff of compelling content.
Have other helpful hints to share on the topic of managing resources (time, money, etc) when using social media? Please share them below!
About the author
MPA. Chief Market Engagement Officer at IMPACTS Research & Development. Nonprofit marketer, Generation Y museum, zoo & aquarium writer/speaker, web engagement geek, data nerd, marathoner, nomad, herbivore