Getting sociable at the museum

Hugh Wallace









Guest blog post from Hugh Wallace, Head of Digital at National Museums Scotland. Hugh will be speaking at #BeGoodBeSocial Glasgow this Summer – we’ll have ticket info out soon folks.

It’s now slightly strange to consider a time when social media wasn’t part of the day-to-day. At National Museums Scotland, where I head up the Digital Media department, it’s become an integral part of how we communicate with our audiences and how they communicate with us. We’ve built up a decent sized user-base, particularly on Facebook and Twitter, and we’re getting better at pushing out the sort of stuff that generates interest and provokes a response.

So that’s all good, right?

Well… I think one of the increasingly difficult judgement calls organisations have to make is around where they can add, and gain, value on the social networks they inhabit. The platforms people use, and the way in which they use them, are changing and what may once have seemed like an ‘easy win’ can start to feel old hat very quickly. Striking a balance around tone of voice, volume of content and return on investment can be tricky and takes time to get right.

Whilst I don’t pretend to have all the answers, what I will talk about at the upcoming #BeGoodBeSocial is how we’ve generated an audience, what’s worked for us in terms of sustaining that audience, why having a strategic approach pays off, where mobile has started to play an important role and what I think we need to get better at. If that all sounds a bit dry I’ll also be mentioning dinosaurs, tea towels, space hoppers and Game of Thrones, and I may even explode the odd myth or two – so hopefully there’ll be something to whet everyone’s appetites.

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