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From Russia with engagement

How can cultural organisations engage audience on social media? Anna Mikhaylova, Social Media Mediator at the State Historical Museum in Moscow, describes their experience in going from no engagement to healthy interaction.

State Historical Museum. Photo: Georgy Sapozhnikov

State Historical Museum. Photo: Georgy Sapozhnikov

Moscow’s State Historical Museum (SHM) is one of the biggest museums in Russia. The museum started using Facebook and Twitter (@1stHistorical) in 2010. However, there was no clear understanding of how to do this, or even why.

Initial approach

The first three years saw a “copy and paste” approach to social media activity: the museum simply republished information from the official website on social media, with no audience interaction. At the end of 2012, the Ministry of Culture started requiring museums to provide data on the use of social media. Staff at the SHM knew the situation had to change dramatically. Read more

Copywriting: Big results from small changes

In the build-up to the AMA’s one-off workshop on copy optimisation at the end of March, expert copywriter and CEO of Sticky Content Catherine Toole introduces the idea and shows how simple techniques can deliver big, measurable results for your campaigns.

Catherine Toole

If you have pages of web content, send steady streams of email and intend to increase your content marketing and social media activity, you need to know about copy optimisation. The idea is that you can make your content work harder for you – delivering bigger and better measurable returns – just by crafting, testing and measuring the tiny pieces of text in key user interactions. Email sign-up and subject lines, online booking forms, exhibition and show previews, membership and donations information, invitations to download… all these can be made more effective using optimisation techniques.

Tiny text-only fixes can have a cumulatively large effect. They also tend to be quick and cheap to implement and perfect for a spot of multi-variate (MVT) or split testing. Most of all they are measurable, so they’re a great way to help you build an internal business case for greater investment in content. The notion that changing a word or two can work wonders, especially within a transactional process or a key call to action, is not new. Dan Siroker, the Director of Analytics during the Obama 2008 presidential campaign, blogged widely about the millions of extra dollars donated as a result of their MVT. It included many copy tests – for example, pitching Sign Up against Learn More buttons.

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