Social Media Strategy overview: Metropolitan Museum of Arts
As some of you might know, I am just coming out of mourning the passing of my dad from Cancer. It was then somewhat appropriate that the new exhibition at the Met museum “Death Becomes Her” caught my eye. Apart from taking notes to go and visit the exhibition this Friday, I thought it was curious I didn’t have a chance to properly cover the Met Social Media Presence.
Met museum definitely has a wealth of content to work with, for many different audiences, which is a great asset, but can also pose some challenges: how can I be heard by the right audience? with s many exhibitions and audiences, how do i make sure to post the relevant content to the relevant segment. The Met social channels does a wonderful job of keeping visuals and inspiration up, in an organized way, without creating chaos and with providing great inspiration. They have presence on Facebook, Twitter, Instagram and Pinterest, where they promote their new openings and past exhibitions.Interestingly, the Museum has a YouTube and Flicker channels as well which are not as promoted as the former mentioned ones, but contain older yet interesting content.
The Met’s Twitter account is all about highlighting individual pieces of art. The great use of images on Twitter is as inspiring as it is on more picture-oriented sites such as the Met’s Pinterest or Instagram. The exhibition names are used as #hashtags, and no tweet goes out without a hashtag and a link, which is best practice well done. The great hashtag #OneMetManyWorlds” is definitely the main headline of the social strategy – the successful social strategy – of this organization. Also, Tweeting frequency is pretty high and I counted around 10-20 per day. From a content persective, Met makes a point to tell the story behind each piece of art, e.g. “Persephone was condemned to spend half of each year with Hades, the ruler of the underworld. http://met.org/1nqyDOv” or “This masterpiece of Egyptian wood carving was discovered in a hidden chamber of a tomb. http://met.org/1sSrJlE“. simplicity which brings intellect and beauty together – i love it!
The Met’s Pinterest account is an inspiring one, not too loaded, but organized well enough to create interest and invite the reader and viewer to learn more. There is a great challenge and a big temptation for an organization as large as the Met to “explode” on their visual channels, and the careful editing and “curation” process online is done so elegantly, that the social masters behind the Met’s channels are to be applauded!
The Museum’s blog is updated every single day with a new post that is covering an exhibition, a lecture or an event, written by a wide variety of staff including assistant researchers, librarians and curators, giving different angles and many interesting voices and opinions. This is in and of itself, a community of people who are passionate about art, sharing their wisdom and knowledge with others. The livelihood of of the Museum is well felt through its social content.