I’m about to race out the door to a workshop with Shelley Bernstein. This is a name that every New Zealand cultural organisation should be aware of. Shelley’s work at the Brooklyn Museum is revolutionising the way museums interact with their audiences.
Yesterday, about 400 people were treated to a talk at the National Library. Shelley went through her key points for engaging and retaining audiences with emerging technologies such as YouTube, Flickr, Facebook and Twitter.
Remember, it’s about people. Use the cheerleaders in your organisation to interact with your community – don’t just leave it to interns (it’s too important).
Keep it personal. Don’t use an authoritative institutional voice, use real people across the organisation and keep it transparent – if it’s the marketing team, say it’s the marketing team.
Admit your mistakes. Apologise, then work with them. Show your mistake trail. Don’t try to cover stuff up – you’ll lose credibility.
Recognise each community is different and take part in the discussion and engage each on their own terms.
Bring it on home. Don’t keep what you are doing in social networks out there. Bring it into your institutions and bring it into your main website.
Give people the option to support you and take ownership.
Trust your community.
Make it easy on your staff.
I’ll give you a bit more of a rundown after this afternoon’s serving. In the meantime, have a read of this interview with Shelley.
This blog post was reproduced with the kind permission of Lively.
Image 2: Shelley speaking at the presentation. Photographer: Mark Beatty