This document summarizes a presentation on building a social media plan. It provides an overview of the key steps in the process, including initiation and discovery, planning strategy, executing strategy, monitoring and tweaking, and rolling out the plan to staff. The initiation phase involves conducting internal and external audits of current social media use, consulting with stakeholders, and reporting insights. The planning strategy section outlines defining goals and channels, and determining content mix. Executing the plan may require phasing and supporting documents. Monitoring involves analytics and treating the plan as iterative. The presentation provides examples from the Oakland Museum of California's social media planning process.

1. Building a Social Media Plan
WMA Annual Meeting | 2016

2. WELCOME!
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial
Does this
sound
familiar?!

3. Panelists
Building a
Social Media Plan
WMA Annual Meeting | 2016
Georgina Goodlander
Visual Arts Director
Idaho Falls Arts Council
• Performing & visual arts
• Approx 9 full time staff
• Curates galleries & oversees
art and technology center
• Dept of 1
• Former Chief of Media and
Technology at the
Smithsonian American Art
Museum
Charlotte Patterson
Marketing Manager
Oakland Museum of CA
• Interdisciplinary: art, history,
and natural sciences of CA
• Approx 150 staff, mid-sized
• Oversees social media
management & strategy, paid
advertising, promotions &
partnerships, events mktg,
content strategy & creation
• Dept of 4 (includes Comm
Manager, Digital Comm
Specialist & Director)
• Team of 3 shares social media
implementation duties &
monitoring
Misha Ray
Digital Marketing Manager
The Mob Museum
• National museum of
organized crime and law
enforcement history
• Approx 50, small–mid-sized
• Oversees digital advertising,
social media, website
management, and content
creation
• Dept of 5 (includes PR & Mktg
Manager, Coordinator,
Graphic Designer & Director)
• Work flow: Coordinator drafts
initial content & Misha
oversees final content
#WMAsocial

4. Agenda
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial
PART 1
Roadmap to
building a social
media plan
PART 2
Integrated
Content Strategy
and Creation
PART 3
Advertising on
Social; SEO; FB
Live; Snapchat
Q & A

5. Questions?
SO, WHAT ABOUT QUESTIONS?
We’d love to hear them! Tweet your questions throughout the session tagging #WMAsocial
Once Q & A starts, we will begin with those questions first.
WE ARE MARKETERS… SO WE LOVE FREE GIVEAWAYS!
1. An “uncut” version of this presentation with panelists’ notes and talking points, including the
tactical roadmap outlining the steps necessary to take when building a social media plan.
2. A few social media messaging calendar template options that can be used broadly as a tool for
editorial planning.
3. Social Media toolkit examples.
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial

6. PART 1
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial
PART 1
Roadmap to
building a social
media plan
PART 2
Integrated
Content Strategy
and Creation
PART 3
Advertising on
Social; SEO; FB
Live; Snapchat
Q & A

7. WHY?
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial
Social media won’t solve all of your problems… or everyone else’s

8. The Process
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial
Planning
Strategy
Monitoring &
Tweaking
Executing
Strategy
Initiation &
Discovery
Roll Out to
Staff
Brainstorming &
Playing with Ideas

9. Initiation & Discovery
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial
Planning
Strategy
Monitoring &
Tweaking
Executing
Strategy
Initiation &
Discovery
Roll Out to
Staff
Brainstorming &
Playing with Ideas

10. Initiation & Discovery
RECOMMENDED STEPS
1. Do an audit in 2 parts: internal & external museum scan.
2. Consult with stakeholders.
3. Report on key insights to your small team.
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial
AUDIT
CONSULT
REPORT

11. AUDIT—EXTERNAL MUSEUM SCAN
1. Identify 10–15 institutions to examine.
2. Do a follower comparison and benchmark yourself.
3. Do a content and channel comparison.
4. Identify key insights.
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial
Initiation & Discovery

12. Initiation & Discovery
AUDIT—INTERNAL CHANNELS
Your internal audit should look at the following:
1. Performance and growth
2. Content strategy & integrated messaging
3. Currently accessible & needed resources
4. Metrics
5. Your audience!
Note: there might be other things you want or need to look at!
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial

13. Initiation & Discovery
1. Refine tone and voice on all channels to align with e-mail marketing and other external
communications.
2. Determine which types of content perform most successfully on each platform based on
follower engagement.
3. Focus on growing followers and increasing post engagement.
4. Activate an analytics & scheduling tool that will help monitor and track growth for future
insights and reporting needs.
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial
EXAMPLE: OMCA’S INTERNAL AUDIT TAKEAWAYS

14. Initiation & Discovery
CONSULTING WITH COLLEAGUES
1. Ask them to share about their needs and
wants.
2. See where those needs intersect with your
envisioned social media strategy.
3. Set expectations for these consultations.
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial

15. Initiation & Discovery
REPORT KEY INSIGHTS TO YOUR TEAM
I highly recommend that you share key insights you’ve reported through this discovery process with
your Marketing & Communications team before laying out your plan. Why?
1. Your colleagues can be a sounding board.
2. Your strategy will likely impact their work.
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial

16. Planning Strategy
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial
Planning
Strategy
Monitoring &
Tweaking
Executing
Strategy
Initiation &
Discovery
Roll Out to
Staff
Brainstorming &
Playing with Ideas

17. Planning Strategy
CLEARLY OUTLINE YOUR STRATEGY
1. Write an all-encompassing plan
document.
2. Define your presence on social
media channels.
3. Determine your content mix.
4. Make recommendations for changes
to implement.
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial
Content
Strategy
Channel
Strategy
Brand
Presence

18. Planning Strategy
SECTION 1: Overview and Goals
Purpose
Goals
Guiding Principles
SECTION 2: Core Channels
Facebook
Twitter
Instagram
YouTube
LinkedIn
SECTION 3: Content Strategy
Content Mix
Visual Content Marketing
Video
Engagement Series
Influencer Marketing
(Content Strategy continued..)
Live Coverage
Corporate Sponsorship Guidelines
Membership, OMCA Store, and Donor Campaigns
SECTION 4: Recommendations
New Platforms and Strategies: Phase 1
New Platforms and Strategies: Phase 2
Cross-Department Collaboration & Participation
Improvements to Current Presence
SECTION 5: Next Steps
Phase 1
Phase 2
Areas Needing Executive Level Support
APPENDIX
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial
EXAMPLE: TABLE OF CONTENTS FOR OMCA’S PLAN

19. Planning Strategy
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial
EXAMPLE: How OMCA defines presence on Facebook
Facebook is the next-generation newspaper
• Fans are interested in curated news, local articles, and
online projects
• Platform to showcase and integrate Museum collections
with relevant, timely content
• Rich media are most popular and best performing forms
of content
• Opinion pieces get the most engagement and highest
reach

20. Planning Strategy
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial
On Instagram, we saw low
engagement with posts pre-
promoting events using off-brand
images and lineup-specific
messages.
Therefore, we tightened up the
requirements for image quality on
Instagram, seeing that was a really
important key to engagement
success, and worked to better
define our voice and tone for copy.
EXAMPLE: Changing content strategy on Instagram to increase engagement

21. Planning Strategy
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial
We also decided to change our content
strategy on Instagram to highlight in-the-
moment atmosphere & visitor experience
at Friday Nights with live coverage.
The change in strategy resulted in a
higher number of likes and engagement.

22. Planning Strategy
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial
EXAMPLE: How OMCA defines content mix on channels overall
Exhibitions
30%
Original Content
25%
Programs & Events
15%
Core Galleries
10%
Archives & Collections
10%
Communications & Press
Coverage
8%
Contests, Giveaways &
Partnerships
2%
Exhibitions
Original Content
Programs & Events
Core Galleries
Archives & Collections
Communications & Press Coverage
Contests, Giveaways & Partnerships
Note: this content mix is subject to change based on engagement and other insights.

23. Executing Strategy
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial
Planning
Strategy
Monitoring &
Tweaking
Executing
Strategy
Initiation &
Discovery
Roll Out to
Staff
Brainstorming &
Playing with Ideas

24. Executing Strategy
RECOMMENDED STEPS
1. Break up implementation into phases and put together a timeline.
2. What supporting documents or tools will you need? Consider:
• Social Media Toolkits (resource for colleagues to use and share with external collaborators)
• Analytics, scheduling & monitoring tool
• Editorial Messaging Calendar
• Complaint/feedback response tree
• On-site signage for social calls to action
• Social Media Communication Style Guide
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial

25. Monitoring & Tweaking
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial
Planning
Strategy
Monitoring &
Tweaking
Executing
Strategy
Initiation &
Discovery
Roll Out to
Staff
Brainstorming &
Playing with Ideas

26. Monitoring & Tweaking
LISTEN AND RESPOND
1. Find the right analytics tool. Things to
consider:
• Cost
• Variety of analytics (which are most
important to you?)
• Publishing & monitoring capabilities
• Channels you can connect to manage
• Number of users
2. Treat your plan as a living document.
3. Report out!
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial

27. Brainstorming
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial
Planning
Strategy
Monitoring &
Tweaking
Executing
Strategy
Initiation &
Discovery
Roll Out to
Staff
Brainstorming &
Playing with Ideas

28. Brainstorming
TEST YOUR IDEAS!
1. Keep up on industry changes & what other institutions are doing.
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial

29. Brainstorming
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial
EXAMPLE: OMCA wanted
to participate in Giving
Tuesday (this was also a
test), and tried to
replicate a messaging
strategy that worked well
organically for our
education program.
It didn’t work out as well,
so we pivoted our
strategy for the next
campaign!
2. What works for one campaign might not work for another.

30. Roll Out to Staff
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial
Planning
Strategy
Monitoring &
Tweaking
Executing
Strategy
Initiation &
Discovery
Roll Out to
Staff
Brainstorming &
Playing with Ideas

31. Roll Out to Staff
RECOMMENDED STEPS
1. Get approvals and support from your colleagues and upper management.
2. Present to different departments and staff members.
3. Invite others to participate and let them know how they can.
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial

32. PART 2
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial
PART 1
Roadmap to
building a social
media plan
PART 2
Integrated
Content Strategy
and Creation
PART 3
Advertising on
Social; SEO; FB
Live; Snapchat
Q & A

33. Build a Content Machine
#WMAsocial

34. Build a Content Machine
You don’t have to start from scratch—but a
method behind the madness will help!
1. Develop a system.
2. Find your themes and pick your dates!
Hint: followers love to hear about birthdays,
anniversaries, and historical milestones.
3. Leverage pre-existing or re-purposed
content.
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial

35. Build a Content Machine
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial

36. Build a Content Machine
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial
Pair artists’ birthdays,
holidays, and
anniversaries with
collections objects!

37. Build a Content Machine
Ways you can leverage pre-existing or re-purposed content
• Identify what pre-existing content already exist that you can plug into without additional work (ex:
OMCA’s internal “object of the week” email)
• Writer’s block? Read the labels!
• Pull copy and images from an institutional magazine or e-newsletter.
• Don’t be afraid to look at something you posted the previous year to share again. People forget!
Or maybe didn’t see it the first time!
• Any press coverage or interesting articles that align with your messages? Share them!
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial

38. Build a Content Machine
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial
EXAMPLE: OMCA’s
#ObjectOfTheWeek is
often a fan favorite

39. Build a Content Machine
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial
Press coverage meets added-
value content for followers

40. Build a Content Machine
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial
Don’t be a total robot! Whether the post is
scheduled or in-the-moment, allow your voice and
tone to exude the persona of your museum!
Balance scheduled posts with in-the-moment
experiences
1. Build content blocks to plug pre-planned
posts easily.
2. Be human and authentic. Share
experiences as they happen.

41. Build a Content Machine
Colleagues can help
1. Encourage your co-workers to help
collect content! Create content
submission forms so that colleagues can
submit ideas or other stories easily to
you.
2. Formalize an ambassador program for
mutually successful experiences.
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial

42. Integrate Other Digital
Marketing Platforms
#WMAsocial

43. Integrate Other Platforms
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial
Have a blog? Link to your posts!

44. Integrate Other Platforms
Align messages with e-news & drive traffic with cross-promotion
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial

45. Integrate Other Platforms
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial
Align messages with e-news & drive traffic with cross-promotion

46. Integrate Other Platforms
Building a
Social Media Plan
WMA Annual Meeting | 2016
Include an e-news signup on your website (or Facebook page) and have a fun automated
confirmation email that includes links to your social channels!
#WMAsocial

47. Integrate Other Platforms
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial
Newsletters

48. Integrate Other Platforms
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial
Be creative! EXAMPLE: #WrightChallenge

49. Integrate Other Platforms
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial
Blog
News Ticker

50. Editorial Calendars
#WMAsocial

51. Editorial Calendars
Different ways to organize editorial calendars:
1. Use a weekly posting schedules to stay on top of the
work.
2. Schedule a weekly messaging meeting—either at the
end or beginning of the week.
3. Map out a long-term editorial calendar to look at the
bigger picture. Try doing this quarterly!
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial

52. Editorial Calendars
EXAMPLE: Use weekly posting schedules to stay on top of the work
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial

53. Editorial Calendars
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial
EXAMPLE: Map out a long-term editorial calendar for the bigger picture

54. PART 3
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial
PART 1
Roadmap to
building a social
media plan
PART 2
Integrated
Content Strategy
and Creation
PART 3
Advertising on
Social; SEO; FB
Live; Snapchat
Q & A

55. Advertising on Social
#WMAsocial

56. Advertising on Social
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial
ADVERTISING ON FACEBOOK IS EASY AND
DOES NOT REQUIRE A LARGE BUDGET.
If you have an event, exhibit, or other kind of program
coming up and you want to reach a very specific
audience, Facebook advertising is a great fit. To take
that a step further, if you have extraordinary imagery,
Instagram may be the right fit for your ad.

57. Advertising on Social
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial
The Options:
• Advertising on Facebook
o This option gives you great targeting ability and a relatively low expense.
• Advertising on Twitter
o If there is a specific hashtag that you would like to get involved with, Twitter ads can be a good
option. Word to the wise: Getting involved in an over-saturated hashtag can lead to minimal
results and visibility.
• Advertising on Instagram
o With outstanding imagery on Instagram, your ad has potential for great results.

58. Advertising on Social
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial
The Basics:
• Advertising on Facebook
o Quick tips: Upload email lists when appropriate; target carefully; keep mobile in mind.
• Advertising on Twitter
o Get your message pared down to 140 characters or less. Choose your efforts on Twitter wisely.
• Advertising on Instagram
o Your imagery has to be truly outstanding and appear to be organic in their feed. Instagram users
are very discerning when it comes to photo content. But, target correctly + great imagery = good
results.

59. Social Media + Search
Engine Optimization (SEO)
#WMAsocial

60. Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial
THE ACRONYM SEO CAN BE INITIMIDATING. BUT
HERE’S A SECRET—IT DOESN’T HAVE TO BE!
Even if you don’t know how to edit a website, or if your
organization doesn’t advertise on Google, you can
make great strides toward improving your Museum’s
online presence with a few simple tips.
If you do advertise on Google, these tips will help
enhance your existing efforts.
Social Media + SEO

61. Social Media + SEO
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial
The Basics:
• SEO: Search Engine Optimization
o Your SEO efforts help determine how often and how easily people find you online.
• Keywords, keywords, keywords
o Identify keywords that make the most sense for your Museum and use them as often, in as
many locations as you can. That means: Use your keywords on social media, too!
• Link to your website as often as it makes sense
o Your SEO efforts help determine how often and how well people find you online.
• Guest reviews
o The reviews you receive from guests don’t just benefit you by letting people tell you how great
you are—they improve your SEO.

62. Social Media + SEO
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial
EXAMPLE: Keywords
Don’t: Do:

63. Tackling Facebook Live +
Snapchat
#WMAsocial

64. Tackling Facebook Live + Snapchat
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial
JUST WHEN YOU THINK YOU HAVE IT ALL
FIGURED OUT, THEY THROW YOU A CURVE BALL!
New platforms will continue to pop up as time goes on.
The question remains: Which platforms are worth your
time? When should you make the decision to move
forward on a new platform? How do you go about
creating a strategy?

65. Tackling Facebook Live + Snapchat
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial
The Basics:
• Facebook Live
o It is exactly what it sounds like: LIVE. You have to over-prepare for Facebook Live because you
have no control over your surroundings. Prepare your subject, test your connection and
equipment, and have a calendar prepared with topics you’d like to cover.
• Snapchat
o Snapchat is not as snappy as it sounds. Snapchat, like any other social platform, will require
more of your time than you anticipate.
Tip: Set up calendar for three months
of content ideas just for Facebook
Live and Snapchat, and then evaluate
whether or not that time commitment
is feasible for you and your museum.

66. Q & A
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial
PART 1
Roadmap to
building a social
media plan
PART 2
Integrated
Content Strategy
and Creation
PART 3
Advertising on
Social; SEO; FB
Live; Snapchat
Q & A

67. Contact Us!
Building a
Social Media Plan
WMA Annual Meeting | 2016
#WMAsocial
Georgina Goodlander
Visual Arts Director
Idaho Falls Arts Council
ggoodlander@idahofallsarts.org
Charlotte Patterson
Marketing Manager
Oakland Museum of California
cpatterson@museumca.org
Misha Ray
Digital Marketing Manager
The Mob Museum
mray@themobmuseum.org

68. Thank You