Social Media and Content Strategy Toward Common Cause Clare Austen-Smith Digital Content Manager
Project Overview and Summary Toward Common Cause is an exciting and unprecedented series of exhibitions launching in summer 2021. While overseen by the Smart Museum, three new social media channels have been launched to create a centralized hub for disseminating social media content about the project. Through building the social media channels for Toward Common Cause, we will accomplish the following: Rick Lowe Black Wall Street Journey
Exclusive corporate support has been provided by
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Raise awareness about the exhibition as whole, both locally in Chicago and on a national scale.
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Meaningfully engage would-be exhibition visitors (TBD phrasing on this because of COVID)
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Strengthen and expand relationships with organizations on the South Side.
Social Media Strategy
Jeffrey Gibson, Title, Year, Media.
Social Media Goals Objective
Social Goal
Metric(s)
Raise awareness about the exhibition as whole, both locally in Chicago and on a national scale.
Awareness
Followers, shares, user generated content and use of the #TowardCommonCause and/or #MacFellows
Meaningfully engage would-be exhibition visitors (TBD phrasing on this because of COVID)
Engagement
Comments, likes, @mentions, etc.
Strengthen and expand relationships with organizations on the South Side.
Relationship Building
We will more heavily weight resharing or promoting content at our South Side Chicago partner organizations, specific metric (i.e. number of posts in relation to total number of posts) TBD
Social Media Channels Instagram: @TowardCommonCause
Twitter: @TowardCommCause
Facebook: /TowardCommonCause
What it’s best for: Sharing images and videos, live content
Awareness
Followers, shares, user generated content and use of the #TowardCommonCause and/or #MacFellows
Target audience:
Target audience: focus on engaging MacArthur account here – large following, and can benefit from that exposure.
Target audience: Can utilize other orgs/partners as inviting Toward Common Cause as a co-host, etc.
Types of content we will share: Images of work being exhibited, artist and curator profiles, interesting quotes from artists (not necessarily from media relating to TCC), IG live, and IG takeovers
Types of content we will share: Pull quotes from artists, press, links to longer publications we create (blogs, etc), and exhibition related dates and events
Types of content we will share: Event listings and reminders, press/news clippings, video.
Key performance indicators (KPIs): IG story shares, comments, likes, and follows
Key performance indicators (KPIs): Likes, RTs, and follow
Key performance indicators (KPIs): Event RSVPs, likes, follower increase
Target Audiences • Communications activities and media outreach will focus on Chicago-area communities, especially the core constituents of individual partner organizations and residents of the city who are concerned with the questions of inclusion, exclusion, ownership, and rights of access addressed by the exhibition. • Other targeted audiences include young people, who are invited to participate, make their voices known, and imagine a better world through several projects. • Finally, MacArthur Fellows are themselves are a key audience—both the cohort of participating artists and the wider group of Fellows—as the exhibition demonstrates the potential collaborative impact of the group.
Proposed installation in the Roundhouse at The DuSable
Current Social Accounts By the Numbers Twitter • 18 Followers • 28 Following Instagram • 134 followers • 57 following Jeffrey Gibson
Exclusive corporate support has been provided by
Facebook • 85 people like this • 95 people follow this
Content Strategy
Iñigo ManglanoOvalle, Well 35°58’16”N 106°5’21”W
Content Strategy We will break up our content into three buckets:
Original Content
Related Content
User Generated Content
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Images of the works on view Artist headshots or images of their work with notable quotes in the captions Artist profile texts Instagram Takeovers Live content created by teen program participants Curatorial intern interviews/quotes Event announcements and reminders
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Press announcements News articles about the exhibition and artists Google alerts will be set up for each artist and the exhibition as a whole so that we can share prominent news outlets work on the exhibition, artist interviews, etc.
Content generated by attendees of exhibitions will be collected and curated to reshare through exhibition tags and hashtags
Content Management Maintaining a consistent posting schedule and editorial calendar will be key to the success of our social media strategy. Broadly, this the content management strategy I propose: •
Instagram • Instagram is highest priority channel due to the heavily visual nature of the exhibitions and the platform's strength. • Our goal for 3x posts on the Instagram a week, if possible. • Instagram stories for events, as well as original content - directly users to see the entire post that highlights a specific Mac fellow, etc.- will also likely be a successful tool. This of course, depends on capacity. • Creating templates for Instagram Stories in advance would be helpful here.
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Twitter • Ideally, 3x a week on Twitter for original content. • Related content will also be successful. Press should be shared as it is received, as well as press release as they go out.
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Facebook • Facebook posting can be concentrated on events, major press announcements, and event reminders.
Next Steps • Create examples of original content • When teen programs start, work to understand what is feasible with program managers in terms of social media • Determine scheduling tool - Sprinklr, Hootsuite, etc. • Begin building following on Instagram and Twitter by following the artists, peer institutions, and partners
Iñigo ManglanoOvalle, Well 35°58’16”N 106°5’21”W
Thank you! TowardCommonCause.org