Museum Marketing

One of the questions I always get when I talk about Twitter at conferences is how can we measure it’s effectiveness. Yesterday I gave some measuring your museums social media activity and in response to that article some pointed me in the direction of Ad.ly Analytics.

I don’t think there is one perfect stats package for Twitter yet, but this website gives you some interesting information which could look good when reporting back on your online activity.

The stats start by indicating how many of your followers are engaged with you, that probably isn’t the best description of what it is measuring which is how many people who follow you are active on twitter and not just spammers or dormant accounts.

The next measure is how many of your followers are male and female, it would be interesting to see how this measured up against the ratio of visitors walking through your doors.

Then we have a map of where your followers are. As institutions with a physical presence in one place I would expect a museum to want to have more followers near that physical location rather then spread around the world.

Next we have activity in the past 30 days with the number of mentions, retweets, tweets and time of day for each of these (though I don’t think the retweets measure is accurate).

Then we have most engaged followers and more influential, again I don’t think this is very accurate as museums like MoMA and The Getty Museum who follow me don’t appear on the list of most influential followers, which Ad.ly describes as ‘Your most influential followers are those that have the most followers themselves’.

Next we have something which I think could be really good for putting together a report about your museums reputation on Twitter, this charts the number of positive, neutral and negative comments about your institution.

Then finally we have keywords surround both what I have written and tweets that mention me.

I don’t think that Ad.ly Analytics is the perfect solution for statistics on Twitter, but it is certainly worth checking out and should provide some interesting data for a museum.

This entry was posted on Friday, December 18th, 2009 at 10:32 am and is filed under Twitter. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.