One of the questions I often get asked at conferences is how can people convince the management of their museum to give up control and jump into the social media space.
I think the question of control is really important, because while you have always been able to project a message through brand, advertising and PR (as well as everything else your organisation does), you have never had control of this once it has been released into the world.
While there is a perception that using websites like Twitter and Facebook reduces your control, in actual fact it can make it easier to ensure that your organisation is connecting with visitors, because unlike traditional media, the social media space talks back.
It would be naive to think that these conversations didn’t happen before social media, the only difference now is that you are able to listen to this feedback. This gives a museum more control, because it gives you the information you need to constantly improve as an organisation.
So when someone next tells you that they are worried about the lack of control you’ll have if you set up a Flickr account or start using Twitter, ask them how much control they think you have over traditional media, because having control over the look of an advert or the tone of voice of a press release isn’t the same thing as having control over how that is received by your audiences.
Wow!
I’ve been following your blog and on Twitter for a while and I must say that what you’re saying here is enlightening: like a good bucket of water in the face.
An organisation I work with recently approached me re: social networking, but they’re very concerned and the lawyers aren’t quite sure yet if it’s the way to go (ie: if they want to lose control).
What you say here is so obvious, I’m undoubtedly going to be using it in future argurments.
Thanks Jim!
Great argument and succinctly written – the perceived noise increases with social media, but there are more signals as a result. Both (pros and cons) are now more amplified.
Brilliant!
Bang on as always. Thank you Jim.
As someone new to the Museum industry, I was fortunate to have been hired for my overall level of PR expertise. In that honeymoon phase as a new hire (after an exhaustive and highly competitive search) I was allowed to “jump in” to social media by our director with virtually no restrictions.
The results have been spectacular. Our attendance is up 38% year to date. We get to interact with our supporters and know how they feel on issues and about the Museum in general.
I will say that the scary part of social media is putting a person with poor communications skills or a lack of understanding of the mediums in charge.
I had the same question recently Jim at some training on public engagement (ie don’t forget the public hang out online too) and likened it to being in a big room full of people, they can be talking about you anyway whether you’re there or not and you have no control over what’s being said. Or people can be talking about your museum down the pub and wouldn’t expect a CEO or PR Officer to pop their head in to put the facts straight. Conversations will happen that can’t be controlled. As you rightly observe here, and also v eloquently in the AMA AGM seminars which I was reading about the other day – the control you do have is to choose whether to be a part of that conversation or not.
Also as you say it gives chance to find out what’s being said – I use facebook, twitter, flickr, forums and google news in my evaluation work to capture the data that doesn’t come through on the day and the more off-the-cuff comments (which are more honest and insightful generally)
your all making me blush, thanks for being so kind.