In My Words: Classic Marketing versus Social Media Marketing

     Two aspects of marketing that interest me are Direction of Communication and Availability, in both the Classic Marketing and Social Media Marketing forms.  Both are used in the museum field, my area of work.  Though museums aren't often though of as engaging in marketing, everything a museum does is marketing in some form.

Direction of Communication
Classic Marketing
     From the list of 'don't' behaviors to the labels accompanying an artwork or a display, we've expected museum communication to be one way.  They've invited us in, they've explained the content of their exhibits, told us our gift shop purchase kept the doors open (and we trotted back to the astronaut ice cream and fridge magnets dutifully), they've offered us a future lecture program, then reminded us of it via postcard.  For decades they've put out calls for volunteer docent -- in the back of mass-mailed newsletters -- then handed them scripted tours.

      Talking at us.  This is precisely where museums received their reputation of aloofness, snobbery and drudge

Direction of Communication
Social Media Marketing
     And then came social media; behind-the-scenes tours, tweetups, twitter chats, #AskACurator Day, museum mascot accounts, apps, multiple Facebook pages, Twitter feeds, Pinterest boards, Vine and blogs. Your favorite museum's mummy (jar of dead moles, historic figure, or whale!) can tweet to you.  You may be invited to guess the purpose of an object in the collection that hasn't been on display in 100 years -- and expect a timely encouraging response.

  

      Museums have always been centers of learning -- and learning (delivered through social media) is a prime marketing tool.

     My personal favorites are museum social media feeds that also conduct professional development through informal chats, using hashtags like #musesocial, #edchat, #mpossible, #histchat, or #STEM.  Chats amongst peers, or between museums and teachers everywhere -- proving museums can also be on the receiving end of learning.

     We should insist on diverse methods to communicate -- because, when your product is sometimes intangible, ethereal, or beyond touch, marketing takes on a different feel.  We recognize we have a diverse public, and serve them to the utmost.  The array of social platforms complement each other by allowing for the many voices of socially active staff, or the more formal classic voice of the director or board.  And, at certain times, a unified voice designed to address a broader public.  But, always the voice of authority in our respective areas.

      Arguably, this may come under a heading of public relations more than marketing.  Museum staff often wear multiple hats, our communications tasks could come through anyone.  Earlier this summer there was a tragedy at a lovely Virginia heritage site.  A young boy and his father were struck by a falling tree as weather turned foul.  The boy was tragically killed.  There came a brief announcement - through classic channels and social.  A unified voice in a classic and somber tone.  Then one more, the next day, announcing their closure.  Then, a last, regarding reopening to the public, and thoughts to the family.  Events such as this must receive a classic voice.  And, such events must be anticipated to the best extent possible.  No ignoring the situation.  No disjointed rush to 'say something'.  A calm and respectful voice of acknowledgment and compassion.

Availability
Classic Marketing
     In the traditional model a marketer/communicator was required to field what came in during business hours only.  Actions were anticipated or had to factor in a turn-around time.  True, in times like the above someone would have stayed on duty.  Except for unusual circumstance no one remained present to answer FAQs or send FAXes.  Pace was maintained, and potential was capped after the doors were locked.

Availability
Social Media Marketing
     In a world where staff is encouraged to maintain social media accounts, and the potential exists for a 'round the clock communicator (I have always been this type), the possible visitor became a positive visitor.  The teacher needing links to historical documents received them in time for her next major project.  The class 2,500 miles away engaged in a real-time event with an educator conducting an underground railroad program under the cover of night.  Social creates rapport and ownership.  The public becomes stakeholders, and, in turn, conduct marketing for us.