FY16 Social Media Plan

TABLE OF CONTENTS
Overview; Goals; Strategy

2-3

Channel priorities

Audience

4-5

Voice

5-6

Hashtags

6-7

Content priorities

7-8

Appendixes

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OVERVIEW
Social Media has become one of the primary ways people communicate when theyre not physically
together. With more than one billion active monthly users on Facebook, 300 million on Instagram
and 230 million on Twitter, the potential reach of the MFAs social channels is near limitless. In
FY15, there was steady growth across all three of the primary Museum channels (combined
community of nearly 600,000), with an average of 50 pieces of content posted each week with a
variety of goals.
Primary objectives for the MFAs social media activities in FY15 included raising awareness of the
Museums collections, exhibitions, programs and events and engaging the online community.
Further afield in FY16, the MFA will remain focused on these goals, continuing to post regularly on
Facebook, Instagram and Twitter, while also increasing activity on LinkedIn. Tumblr will be
considered for the second half of the year, and Periscope/Meerkat for individual initiatives.
The nature of the social media landscape is in constant fluxthe MFA will work to remain at the
forefront of the industry to maximize social interaction and engagement.

GOALS, STRATEGIES & TACTICS

Goal: Increase Awareness of the Museums Collection, Exhibitions and Programs
Strategies:
1) Continue to improve methods and procedures for posting timely, engaging content
Using monthly editorial calendar, plan and post content about exhibitions, artwork, and MFA
initiatives on Facebook, Twitter and Instagram using only high-quality images.
o Frequency: 2-3 times per day on Facebook; 3-5 times per day on Twitter
Continue to incorporate existing hashtags such as #NameThatArt, #TriviaTuesday,
#HeartArt, etc. into content strategy.
2) Leverage Marketing team to promote high-impact content
Work with Marketing on promoted social posts for key communications priorities and niche
programs.
Stay abreast of new developments with advertising opportunities on other channels,
especially Instagram.
Goal: Build the Museums Brand
Strategies:
1) Position the Museum as a world-class institution
Post engaging content that showcases masterpieces and exhibitions.
Draw on expertise of curators for insight into exhibitions and artwork
o Host regular features on Twitter and Facebook (#mfaChat) and Vine
(#SixSecondArtHistory)
Collaborate with other museums (national and local) on dedicated campaigns.
o e.g. #MuseumMadness
2) Position the Museum as a fun and social destination
Engage online community with timely content

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o

Post about artist birthdays, quotes, current events, and trending topics across all
channels, leveraging hashtags when appropriate
Live-tweet MFA events and programs, especially those with a community partner; tag
partners and retweet content

Goal: Encourage Two-Way Conversation

Strategy:
1) Engage the community
Actively like, favorite, retweet, and comment on fan posts
Continue #FanFavorite feature with weekly posts on Instagram and monthly photo galleries
on Facebook
Post UGC when appropriate and when outstanding images are submitted
Use language in posts that encourages user responses, including questions, and actively
respond
Encourage followers to share UGC using #mfaBoston
Use channels as a window through which users may engage with curators, etc.
o e.g. #mfaChat
Goal: Maintain and Build Online Community
Strategies:
1) Expand audience in core demographic
Continue to provide news, updates, and exclusive content.
o Inform about upcoming programs and events.
o Post installation photography and behind-the-scenes activities of design and
curatorial teams.
o Post insider content (e.g. shhh .. this exhibition is open early!)
Continue to share breaking news and leverage editorial coverage
o Post/retweet key media placements and tag outlets and journalists
o Include links in posts about exhibitions, artwork, and MFA initiatives, tagging outlets
when appropriate
o Include social media sharing messages in press releases and other materials
o Increase visibility of MFA social media channels on mfa.org and onsite, including in
permanent signage and exhibition wall text
2) Reach new and younger audiences
Create partnerships with organizations geared towards millennials
o e.g. Opus Affair, 1in3, etc.
Host events that encourage social media sharing/conversation
o e.g. Instameets
Promote College Night and other events geared toward the local university population
Start an MFA Tumblr and post daily, using Instagram content to reach this platforms
younger audience (second half of FY16)
3) Use research to inform content strategy
Post only content that has been proven successful by detailed analytics and metrics
Introduce survey data as a measure of social medias impact on visitation
Tailor posts to include a unique voice for each platform, while also maintaining consistency
with the Museums mission
Work with other teams to stay abreast of industry trends

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o
o

Implement a Social Media Committee comprised of MFA staff across a range of

departments to assist with content strategy
Continue with Connelly Monthly Review Process
Connelly sends custom Netbase Report at the end of every month
Social Media Coordinator creates one-page overview with key takeaways
from Netbase as well as integrating additional analytics via SimplyMeasured
MFA and Connelly meet to discuss findings every month

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CHANNEL PRIORITIES
Primary:

Secondary:

Under Consideration for second half of FY16:

AUDIENCE

With one of the finest art collections in the world the MFA appeals to a variety of audience
demographics. However, certain channels are better suited to reaching certain audiences:
o FB: Members
o Twitter: Older Millenials/College Students
o Instagram: Young Millenials/Kids
These audience demographics are merely guidelines however, and if marketed correctly
different audience types can be reached on each channel. For example, College students
responded well to a Facebook event for College Night: MFA After Dark which received over
4,000 RSVPs.

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VOICE
Reinforce/develop an appropriate tone for each social channel.
Facebook
As the channel with the largest communitybut the most restrictive newsfeed algorithmFacebook
content will be longer form and higher level than other channels, but still have a fun, conversational
tone when the goal is to generate community interaction (i.e. #TriviaTuesdays or #mfaChat).
Twitter
Conversational. This channel serves as the front line for community interaction and timely content.
Character limitations force a more casual style; abbreviations are often used.
Instagram
The visual is the crux of this contentif the image isnt up to par the MFA will not post. This
channel will feature less promotional, longer form contentshorter than Facebook due to lack of
line breaks. This is the channel to utilize multiple hashtags and emojis.
YouTube
This channel will feature longer form content/video with details on each video and related MFA
exhibitions or projects. Due to search, title and keywords are the most important copy in each post.
Content on this channel will coordinate with membership messaging. And users encouraged to use
smart TVs for long videos.
Google+
Tone is similar to Facebook, with emphasis on search friendly phrasespage is linked to Google
Places, search results, reviews, and maps.
Pinterest

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Fun, quirky and brief, geared to the DIY audienceessentially an image caption.
Vine
Short, catchy, fun. Similar in length to Twitter due to the fact that all Vine content will be reshared
via Twitter to drive followers.

HASHTAGS
Hashtag

Frequenc
y

Description

#mfaBoston

Evergree
n

Used by the MFA to

grow the awareness of
the hashtag so followers
tag their Museum posts
with it.

#HeartArt

Evergree
n

Accompanies a post
about an artwork,
usually in the
permanent collection.

#TriviaTuesday

Tuesday

A post testing the art

history knowledge of our
followers. These have
been so successful that
Tuesday has become
our day of highest
engagement.

Example

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#NameThatArt

Sundays

A post that shows a

photo of a work and
asks MFA followers to
name the object and
artist who created it.

# FanFavorite

Thursday
s

A feature that highlights

a followers Instagram
photo using #mfaBoston

#ArtQuotes

Evergree
n

A post that features a

quote from a famous
artist

#BornOnThisD
ay

Evergree
n

A post highlighting an
artists birthday

CONTENT PRIORITIES
The following exhibitions and initiatives will receive priority promotion across the MFAs social
channels.

Institutional/Custom Content (posts to remain flexible; promoted posts designated for popular
content and content strategy will mirror communications priorities):

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o
o
o
o
o
o
o
o
o
o

New MFA director Matthew Teitelbaum.

Holiday-related offerings that include tours, events, dining, shopping (#mfaHoliday)
Current events and Boston-centric initiatives/tie-ins
Unique artwork features
Weather-related posts
New installations, acquisitions, gallery rotations (Linde Family Wing)
Breaking news (PR stories, MFA closings, gifts, etc.)
Artist birthdays and deaths
FY15 shows that weather, birthdays and in-memoriam tributes perform
exceptionally well (See example 8 with BB King)
College Ambassador Program
One post per month highlighting an ambassador (#AmbassadorSpotlight) and
their work in the Museum.
Staff Spotlight
A new content bucket that will feature one member of the MFA Staff a month with
an image and description of role at the Museum and/or personal interests.

Gund Gallery Exhibitions: Extended social campaigns throughout run of exhibition; sponsor
mentions; opening reception photo gallery; promoted posts; final weeks posts. FY16 will focus
on Class Distinctions and Mega Cities.

Torf, Foster and Lee Gallery Exhibitions: Posts announcing opening and throughout run of
exhibition; sponsor mentions; opening reception photo gallery; final weeks posts. Promoted
posts determined by Communications priorities/marketing budget. FY16 will focus on Fashion
and Technology, Crafted and Made in the Americas.

Current Events and News: The MFA will post about important events when appropriate and
communicate major staff announcements, gifts, acquisitions and closings via its social media
channels.

Free open houses, cultural celebrations, and performance art: Increase awareness of these
events through social media postsparticularly Facebook Events when appropriate.

Lectures, Courses, Studio Art Classes, Concerts, Film: One post to promote ticket sales (if
necessary). Celebrity lectures to receive additional posts, based on level of prominence, tagging
the celebrities handle.

Summer Party/Major Development/Membership events: Utilize the 3-to-1 rule to promote

ticket sales or special membership access/events; Instagram-based initiative to support
Museum Council.

Appendixes
1.
2.
3.
4.

Channels Overview
Growth and Engagement Overview
Top FY15 Content
Bottom FY15 Content

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