State Historical museum: social media strategy

State Historical Museum: social media strategy

Anna MikhaylovaICOM MPR Armenia 2015

State Historical Museum (SHM)Red Square, Moscow

About the SHM

Interiors: Paradnue Seni ( )Парадныесени

Interiors: Vasnetsov paintings

Façade – the Russian style

SHM: the current structure

The main building St Basil’s Cathedral

Museum of Patriotic war of 1812 The Romanov Palace Chambers

SHM: collections

Russian museums and social media

Twitter Projects

Ministry of Culture: ЕИПСК

http://all.culture.ru/intro

Tate: digital strategy

SHM: team

SHM: Social Media channels• Main Building • St Basils’s cathedral

historyRF SaintBasilsCathedral

shm_official

1stHistorical

st.basil.museum

state_historical_museum

saint_basils_cathedral

SHM: Social Media channels• Museum of the

Patriotic War of 1812• Blog

http://blog.mediashm.rumuseum1812

480 000 followers

MediaPortal: http://mediashm.ru

SHM: social media strategy

•The role of social media for the SHM•The goals and objectives•The principles of teamwork•Tips and advice regarding social media sites•Strategic planning and evaluation

SHM mission

To present Russian history in the most engaging way possible in order to help raise self-awareness of the Russian identity

Goals

•To promote the SHM among different audiences thus engaging those people who are not familiar with the museum•To invite new visitors those people who would come to the museum on their own

Objectives

• to create a friendly profile on social media so that people can feel comfortable while communicating with the SHM• to use social media as a platform for dialogue

rather than for monologue• to provide users with relevant and interesting

content that can be valuable and useful• to facilitate communication within the SHM and

engage more members of staff in contributing to social media production

Teamwork

My tasks

• creating content plan each week•writing an SHM MediaPortal blog• evaluation• Twitter posting•organization of professional events

about social media• audio guide development

Instagram

Instagram

Instagram

Instagram

Instagram

Instagram

Twitter: hash tags

• #МузейныйМарафон (Museum Marathon)• #МузейнаяГостиная (Museum Salon)• #МузейнаяОткрытка (Museum

Postcard)• #ТвиттерЭкскурсия (Twitter Tour)

# : МузейныйМарафонMuseum Marathon

• so far, 135 museums were presented during the marathon•we get approximately 3000 impressions

(the amount of individual views) for each tweet of the marathon• each session is followed by approximately

40-50 active followers who support the project with retweets, mentions and favourites.

https://www.facebook.com/groups/SMforMuseums/

Lessons learned

• social media (as well as other Internet resources) should support the museum mission;• teamwork at the core of every social media

activity• initiate new projects and try to think “outside

the box”• constantly analyse your achievements and

failures• follow new trends and emerging technologies

and be ready to change

Anna Mikhaylova

State Historical museum

social media [email protected]`