Few museums on Facebook succeed in generating engaging content that creates awareness. We often choose to promote events and exhibitions rather than engage in conversations. However, success on Facebook is not achieved using the social medium as just another marketing platform.
Based on a comparative analysis of three very different museums, all with different audiences and communicative purposes, we present a best practice for museums on Facebook.
Analysing the Facebook pages of an art museum (SMK/National Gallery of Denmark), a history museum (National Museum of Denmark) and a scientific museum (Experimentarium), it becomes possible to sum up do’s and don’ts for museums in general on Facebook. The talk will provide useful advice for the everyday work with Facebook such as when should you post an update, what is engaging content and how can we acquire the attention of an ever more demanding audience.
For all three museums, being on Facebook is about engaging the audience around quality content, that interests them – and in the end let the audience themselves communicate our culture, heritage and the knowledge generated by museums out to an even larger audience.
