1. Know your museum, know it well.
2. Your social media person has to be a good writer.
3a. ‘Likes’ and followers matter
3b. Caveat: If your likes go up and your engagement numbers also don’t go up (number of active comments and conversations), that’s a problem.
4. Talk to people.
5a. Make it genuine.
5b. A confession: I’m hyper-aware about the number of messages being sent out from each channel every day. Probably too much so. People don’t mind if you post several times on Facebook in a day, as long as those posts are spread out a little bit, but I’m very sensitive about it.
5c. What is doing it right? Paying attention to Twitter, what’s trending nationally, internationally (to a certain extent, don’t talk about pop stars in scandals), and within your sphere.
5d. The argument for different voices is a consistent argument.