Museums have more of an advantage on Facebook than any other segment. Why? You have unbelievable content—more content than you could hope to post. And content is king on Facebook; nothing can topple or compete with content.
Despite the rumors, though, Facebook is not pay to play. If you’re taking advantage of your awesome content, you should be enjoying a healthy reach and engagement without the help of ads. What is true is that Facebook’s algorithm serves users content that the user finds most interesting, is likely to interact with, and that is of high quality. These five tips will help you hit all those buttons.
Facebook is increasingly video-focused. Take your fans on exclusive tours and give them all the facts in a fun video. Better yet, use 360 video so that viewers can get an immersive experience. It doesn’t need to be a big production either; in fact, it’s often better if it isn’t.
Share, Share, Share. Post, Post, Post.
You can’t post too much on Facebook. Posting 3–5 times a day is plenty. What is really important is that the content is relevant to your audience, of high quality (interesting and put together well), and posted when your fans are online.
It doesn’t have to be all original content either; in, fact it’s better if you share from other museums and media so that you can compound the traffic. This is called content curation.
For example, if you’re an art museum, this is great content to share:
We also offer a scorecard of museums on Facebook. This is a great place to find content to share, or to find museums to emulate and learn from.
Show the Build
Everybody likes to see the setup. It is super interesting to see the exhibits come together and the care and artistry required to make them so spectacular. You can use commentary or a simple time lapse. Again, it doesn’t need to be a big production. Here are two great examples from The Exploratorium in San Francisco:
Think Mobile First
Almost all Facebook use is through mobile. Thus, you need to think mobile when creating content because that’s where your fans are. Upload videos directly to Facebook rather than using a link, so that content plays automatically. Make consuming the content as easy as possible (few if any clicks needed). Use 360 video (which is exclusively mobile) to make the experience immersive and fun. This also means that the content needs to grab the viewer’s attention right off the bat and it needs to be condensed. Not short per se, but powerful and condensed down to the points with the most impact.
This strategy is a perfect fit for museums, as you’re in the business of storytelling! Telling stories pays your bills and turns the lights on! So it’s time to bring that power to Facebook. Stories, as you know, are the most powerful way through which we humans communicate with each other. Stories are significantly more memorable than any other form of communication. If you’re an art museum, tell the stories of your artists. If you’re a history museum, you’re nothing but stories—and epic ones at that. If you’re a children’s museum, show some great experiments that people can do at home and tell the stories of inventors. The list goes on and on.
Facebook was made for you. Your organization has nothing but content and stories to share with the world. Turn them into beautiful videos, images and articles.
Your organization was created to rock Facebook… you just need the strategy to do so!