While serving as the Digital Media Specialist for the Georgia O'Keeffe Museum, I managed all aspects of the organization's social media and online presence. Below are data samples and examples of work done to improve and formalize the Museum's social footprint with the goal of increasing audience engagement.
3 Month Social Media Engagement Snapshot, Primary Platforms
Analytics Quarterly Reporting
Social Media Policy Development
Original Feed Aesthetic: 2011 - 2018
Feed Aesthetic Revamp: 2018 - 2020
Key Changes to Social Approach
The Museum's social media presence prior to 2018 was focused heavily on "internal happenings."
(Museum activities, images of visitors and staff in the galleries, people going about their daily business, community based programs). The Museum's social presence was centered on the organization's on-site and temporal programming.
After a full scale social media audit and deep-dive engagement data analysis, I was to determine that the Museum's approach was not reaching its potential in terms of engaging its local audience. In addition, the social strategy was actively working to alienate global Georgia O'Keeffe fans with content solely focused on location specific activities, of which global audiences had little context.
KEY CHANGES:
Give the People What They Want
Shift content to center on subject matter that can be enjoyed by anyone, no matter who they are or where they are located globally.
Focus on Georgia O'Keeffe's artistic practice to engage those familiar with the artist and her role in art history.
Introduce new audiences to O'Keeffe through high quality and beautiful portraits and images of O'Keeffe's artwork.
"Good Vibes Only"
Ensure all content and community contributions are centered on positivity and discovery.
Focus on Georgia O'Keeffe's lifestyle in addition to her artistic practice and showcase the ways in which she was a progressive icon.
Excite new and young audiences by featuring their unique O'Keeffe inspired content. Provide tangible results for users by boosting the visibility of their social profiles.
Do What Only YOU Can Do
Present content that asserts the Museum as the authority on all content related to Georgia O'Keeffe, her life, art, and legacy. Ensure that, regardless of the platform or content, that the O'Keeffe Museum is the most accurate, informative, and consistent source of information surrounding the artist.
Legitimizing Social Content
Professionalize the Museum's social media content by integrating it into the institution's curatorial strategies (rather than communications/marketing). Elevate the Museums social visibility and legitimacy by requiring curatorial staff members to advise and create content imbued with academic authority .