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.
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.
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.