Social Media Campaign El Pueblo History Museum DEVIN

Social Media Campaign: El Pueblo History Museum DEVIN FLORES

Starting Position & Goals Starting position: ◦ A decent number of followers on all three platforms (Facebook, Twitter, Instagram) ◦ 250 on Twitter; 500 on Instagram; 3, 500 on Facebook ◦ Relatively low engagement when compared to those followings ◦ 1% on Twitter; ~20 a week on Instagram; ~650 per week on Facebook My Goals: ◦ Increase Twitter engagement to 3% per tweet ◦ Increase Instagram interactions per week to 50 ◦ Increase Facebook engagements to 750 per week The Museum’s Goals: ◦ Promote events at El Pueblo and other community museums ◦ Promote enrollment in programs

Platforms & Audience Already had a presence on three main platforms: ◦ Facebook, Instagram, and Twitter ◦ Not very active on Instagram or Twitter; few posts a month, max ◦ Active with events on Facebook; not active with posts or photos A pre-defined target audience: ◦ Parents, grandparents, families with children (30+ adults, from the Pueblo area) ◦ The Pueblo community (“Our Community, Your Museum”) ◦ Secondarily, college students

Tone, Topic, & Timeline An established tone: ◦ Professional, but not too stuffy ◦ Friendly, personable, and informational Required topics: ◦ A constant flow of upcoming events ◦ The IMLS medals A rough timeline ◦ Original plan for 3 posts a week ◦ End up doing 5 -7 posts a week

Highlight: IMLS Medals A campaign to promote and highlight the 2019 IMLS Awards ◦ El Pueblo is announced as a runner-up ◦ Wanted to increase engagement and develop excitement and interested in this Almost nobody noticed, unfortunately ◦ The big announcement gets traction; the rest does not ◦ Despite 2 -3 posts about it a week ◦ Despite attempts to solicit engagement

Highlight: April Fools An excuse to experiment with tone ◦ Lightening up a bit had astonishing results ◦ Most liked posts ever on our Facebook and Twitter The lesson: lighten up the tone, have more fun with it ◦ Not every post needs to be “professional” ◦ Not every post needs to be “purposeful”

Trial & Error Finding Out When to Post ◦ 10: 00 am and/or 1 pm on weekdays; 8 am and/or 6 pm on weekends The Incestuous Nature of Twitter ◦ The majority of our likes and engagements were from other museums and similar institutions ◦ Especially ones we already work worth ◦ The majority of our followers are other institutions or industry professionals Facebook is where the audience really is ◦ It fits the demographics (30+, with children) ◦ It fits the geographics (nobody in Colorado uses Twitter) ◦ I neglected Facebook early on, which potentially damaged some campaigns Instagram 101 ◦ Take good photos (duh) ◦ Use lots of hashtags ◦ It’s not great for promoting events or programs or even campaigns

End Results TWITTER: ◦ Average impressions per tweet goes from 201 to 512 (154%) ◦ Average engagements goes from 2 to 21 (950%) ◦ Average engagement rate goes from 1% to 3. 6% (260%) INSTAGRAM: ◦ ◦ Interactions drops from 26 to 8 (-69%) Discovery drops from 2178 to 374 (-82%) Impressions drops from 4630 to 2029 (-56%) Likes per post drops from 36 to 24 (-12%) FACEBOOK: ◦ Reach per post increases from 1140 to 3434 (201%) ◦ Actions per post increases from 47 to 228 (181%)