Take homes from two Culture24 workshops – Social Media, Web Metrics, Evaluation by Seb Chan

Just finished a full-on week with Seb Chan from Powerhouse, delivering this years ever popular and inspiring workshops – the first on Social Media and the second on Web Metrics and evaluation.

Under Seb’s guidance, Powerhouse Museum has been consistency leading internationally on how museums can use digital tools to further engage and reach audiences. This fact, combined with Seb’s own passion for the subject and his ability to dissect, confront and interpret his own digital, made this years workshops better that ever.

Take homes for me from both were:

Tuesday 3rd November – Social Media

1. Start with what are you trying to achieve and who is it for. Sounds obvious but its harder than you think.
2. You have to know who your audience are to reach them (the more segmentation the better).
3. Your content is your marketing. If your messages are not your actual stuff, your stories, your views, the stuff that makes you who you are, then its just noise.
4. Your social media channels need curating just like your exhibitions (all the time).
5. You need to monitor what is happening in our social media channels – what are people saying about you – and you need to respond to them.
6. Digital strategy needs to really be the responsibility of the whole museum team.
7. One museums misuse is another person’s valid interpretation.
8. Websites are not social spaces so don’t try and make your one. Take your stuff out into the existing social spaces where your target audience already are.

The day was held at CILIP in central London, great venue for courses and good catering with real hot food (very important). The mixture of people was really interesting, some museums, heritage, photography, arts – and individuals with responsibilities for marketing, curation, publishing, technical.

Living proof of the huge range of ways that organisations are dealing with digital strategy. There was a marked different from last years workshop and people seemed to be further developed in their thinking and understanding of the key issues. You can see this clearly in the fact that this year at least third of those attending were in the process of writing a digital strategy for their organisation, whereas last year, about the same number left the workshop having realised this was something that needed to do.

Wednesday 5th November – Web Metrics

This subject is a particular hobbyhorse of mine as I am so often amazed by how many digital projects have not even considered the basic questions of what are they trying to achieve and who is it for – without this how do you know what to evaluate to tell if it worked?

The big issue here I think is the fact that some projects are clearly commissioned because people think they have to ‘do’ something about digital – have a website, have a facebook page, put their collections online – whatever it might be.

Seb has done a great blog post on what he calls the “five rules of museum content” Worth a read and definitely worth interrogating your own work to see if you can answer the questions well or not.

Next meeting up Seb at the New Zealand National Digital Forum where we will do the Web Metrics workshop again as part of the 5th Culturemondo roundtable. Looking forward to seeing how the NZ museums/galleries/archives are coping with all this.

A further set of take homes from another participant – Bilkis Mosoddik at the Museum of London – can be found on her blog here.

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