{"id":40675,"date":"2020-05-15T11:26:26","date_gmt":"2020-05-15T09:26:26","guid":{"rendered":"https:\/\/www.sotrender.com\/blog\/?p=40675\/"},"modified":"2025-02-04T16:06:11","modified_gmt":"2025-02-04T15:06:11","slug":"cultural-institutions-social-media-management","status":"publish","type":"post","link":"https:\/\/www.sotrender.com\/blog\/2020\/05\/cultural-institutions-social-media-management\/","title":{"rendered":"What cultural institutions can learn about social media management from Coronavirus"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Right now, we live in an age where just about <\/span><b>anyone with an internet connection can experience culture<\/b><span style=\"font-weight: 400;\">. Museums, concert venues, theatres, and galleries have regular visitors, but they\u2019re not the only forms of culture. In the digital age, artists commission their art online, while music producers and content creators set up Patreon accounts so that their patrons can have regular access to their content.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Museums, concert venues, and theatres are suffering from a lack of visitors due to the pandemic. So how exactly are the others managing to stay afloat?<\/span><!--more--><\/p>\n<p><span style=\"font-weight: 400;\">The difference between these two groups is that the latter understands the importance of using social media to establish a loyal fanbase that is invested in them. <\/span><b>Staying relevant on social media<\/b><span style=\"font-weight: 400;\"> is a key component of a business strategy, which includes gathering hype, staying relevant, and encouraging your patrons to support your work. This is especially true now.<\/span><\/p>\n<p><a href=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/tenor.gif\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-40677 aligncenter\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/tenor.gif\" alt=\"\" width=\"498\" height=\"328\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">By the way, we have a <strong>special discount prepared for cultural institutions<\/strong>. Keep reading to find out more. \ud83d\ude09<\/span><\/p>\n<h2><strong>Accessibility of Cultural Institutions and Events<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Most people are actually emotionally invested in different aspects of culture. Whether it\u2019s music, video games, performance art, or visual art. So why aren\u2019t even more people visiting some venues?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Actually, one of the biggest obstacles standing in the way of getting more people to attend is <\/span><b>whether these institutions are accessible to everyone<\/b><span style=\"font-weight: 400;\">. Some of these obstacles are:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>The location<\/b><span style=\"font-weight: 400;\"> &#8211; some events require flying out, which is currently impossible with many borders being closed, visa restrictions, and price.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Movement accessibility<\/b><span style=\"font-weight: 400;\"> &#8211; some people with disabilities or people who use wheelchairs might struggle to move around in the space. Designated parking spaces might be unavailable.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Pricing<\/b><span style=\"font-weight: 400;\"> &#8211; this one is pretty obvious, but consider how much a day pass can cost, as well as how much those with a low socioeconomic status.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">So how can cultural institutions make participating easier? They could <\/span><b>go online<\/b><span style=\"font-weight: 400;\">, obviously!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You might think that going digital is especially difficult, or that converting your event to a virtual event isn\u2019t worth the effort. You can learn about <\/span><a href=\"https:\/\/www.sotrender.com\/blog\/2020\/04\/plan-virtual-event\/\" target=\"_blank\" rel=\"dofollow noopener\"><span style=\"font-weight: 400;\">planning virtual events as a beginner<\/span><\/a><span style=\"font-weight: 400;\"> right here if you\u2019re interested. \ud83d\ude09<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, the <\/span><a href=\"https:\/\/www.nypl.org\/\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">New York Public Library<\/span><\/a><span style=\"font-weight: 400;\"> is encouraging users to access their resources using the app SimplyE. They understand that libraries provide value for everyone, so app users can create a library card, borrow, and download resources permanently. There\u2019s currently a limit on how many ebooks you can check out, due to the rising popularity of the app.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Creating an app that helps you <\/span><b>stay relevant and accessible to your patrons<\/b><span style=\"font-weight: 400;\"> can be a huge help. Just think it over, and decide if there\u2019s an app that your audience could benefit from.<\/span><\/p>\n<h1><strong>Think like a marketer<\/strong><\/h1>\n<p><span style=\"font-weight: 400;\">We\u2019re told that we should learn <\/span><a href=\"https:\/\/www.sotrender.com\/blog\/2019\/06\/6-tips-make-perfect-marketing-resume\/\" target=\"_blank\" rel=\"dofollow noopener\"><span style=\"font-weight: 400;\">how to market ourselves in our CVs<\/span><\/a><span style=\"font-weight: 400;\"> if we want to stand out. The same thing applies to your online presence. Even if you aren\u2019t a brand, you should do what you can to improve your visibility like a brand. We\u2019ll take some of the best practices that brands follow on social media and show you how you can apply it yourself.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Since people are spending most of their time online now or on social media, they\u2019re more likely to actually search for you on their social media profiles. Or they might want entertainment. Either way, you should be there.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Before you begin planning your content strategy too far into the future, think about what your audience needs to know about you. On platforms like Facebook, you should consider adding:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">your location<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">the ticket price, including potential discounts<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">hours when you\u2019re responsive or open<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">TripAdvisor for visitors to check reviews<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">You and your team of social media managers or marketers should also make some internal notes, such as:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">What is the point of your strategy? Decide on the goals for your profiles. Are you trying to create awareness? Get more admissions? Educate people?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Learn about your target audience. Who they are and what you do should influence the content you post.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Internal communication: write social media guidelines about your tone, how you should respond online, and consider creating a content calendar<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Once you\u2019ve figured these out, your social media should rake in some results. Now let\u2019s see how some of the most popular institutions and artists are using social media and what you can learn from them.\u00a0<\/span><\/p>\n<h2><strong>Museums &amp; Galleries<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Have you heard of <\/span><a href=\"https:\/\/artsandculture.google.com\/\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">Google\u2019s Art and Culture platform<\/span><\/a><span style=\"font-weight: 400;\">? It\u2019s a non-profit initiative where museums and galleries can basically upload their collections. Just like Google Maps, you\u2019ll be able to \u201cwalk\u201d through different areas of the museum. Up until now, they\u2019ve partnered with over 2,000 museums and archives that you can now visit through cyberspace. Here are just a few of the best-known ones on the platform:<\/span><\/p>\n<p><b>The Metropolitan, New York City<\/b><\/p>\n<p><span style=\"font-weight: 400;\">The fourth most visited museum, with the second-largest social media following.<\/span><\/p>\n<p><a href=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/metropolitan.png\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-40699 aligncenter\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/metropolitan-950x410.png\" alt=\"New York Metropolitan Museum\" width=\"850\" height=\"367\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/metropolitan-950x410.png 950w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/metropolitan-475x205.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/metropolitan-768x332.png 768w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/metropolitan.png 1910w\" sizes=\"(max-width: 850px) 100vw, 850px\" \/><\/a><\/p>\n<p><b>Museo Frida Kahlo, Mexico City<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Take a tour of Frida Kahlo\u2019s house and see where she and Diego Rivera spent their time creating priceless paintings.<\/span><\/p>\n<p><a href=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/frida-kahlo-museum.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-40697\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/frida-kahlo-museum-950x415.png\" alt=\"Frida Kahlo's house\" width=\"852\" height=\"372\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/frida-kahlo-museum-950x415.png 950w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/frida-kahlo-museum-475x208.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/frida-kahlo-museum-768x335.png 768w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/frida-kahlo-museum.png 1900w\" sizes=\"(max-width: 852px) 100vw, 852px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">If you want an up-close experience with the artwork, you can view the collection in high-resolution. Google allows you to explore movements, collections, mediums, and historical figures, not just street views.<\/span><\/p>\n<h2><strong>Examples of museums and galleries on social media<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">The <\/span><a href=\"https:\/\/www.polin.pl\/en\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">POLIN<\/span><\/a><span style=\"font-weight: 400;\"> Museum of History of Polish Jews is doing what they can to provide access to their visitors online. Rightfully, they\u2019re using the hashtag #PolinMuseumOnline so that they can track what their fans are saying and take part in those conversations.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Some museums seem a little unorthodox. You might not know this, but BMW has its own museum. They currently have 130k followers, use <\/span><a href=\"https:\/\/www.sotrender.com\/blog\/2020\/04\/how-to-use-hashtags-on-instagram\/\" target=\"_blank\" rel=\"dofollow oopener noopener\"><span style=\"font-weight: 400;\">relevant Instagram hashtags<\/span><\/a><span style=\"font-weight: 400;\">, and they know <\/span><a href=\"https:\/\/www.sotrender.com\/resources\/knowledge-base\/9-ways-create-best-instagram-bio-possible\/\" target=\"_blank\" rel=\"dofollow noopener\"><span style=\"font-weight: 400;\">how to write the perfect Instagram bio<\/span><\/a><span style=\"font-weight: 400;\">. Basically, they know what their audience is interested in and how to attract the right people to their profile.<\/span><\/p>\n<p><a href=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/bmw-welt.png\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-40695 aligncenter\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/bmw-welt-950x463.png\" alt=\"BMW Welt on Instagram\" width=\"756\" height=\"369\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/bmw-welt-950x463.png 950w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/bmw-welt-475x231.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/bmw-welt-768x374.png 768w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/bmw-welt.png 1238w\" sizes=\"(max-width: 756px) 100vw, 756px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">They\u2019re making the most out of their Stories by uploading virtual tours that their followers can watch. Although you can only see a glimpse of it in their Highlights, you might see more if you consistently follow their page.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Something that tends to be overlooked is the pinned post feature on Twitter and Facebook. It\u2019s a simple way of helping your fans find the information they\u2019re looking for quickly. After the pandemic, you can use it to announce special events, talks, gallery openings, and other important content. A good example would be the way the Guggenheim Museum\u2019s profile used it.<\/span><\/p>\n<p><a href=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/Screenshot-5.png\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-40687 aligncenter\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/Screenshot-5-950x605.png\" alt=\"Guggenheim museum Facebook\" width=\"758\" height=\"483\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/Screenshot-5-950x605.png 950w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/Screenshot-5-475x303.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/Screenshot-5-768x489.png 768w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/Screenshot-5.png 1147w\" sizes=\"(max-width: 758px) 100vw, 758px\" \/><\/a><span style=\"font-weight: 400;\">Now let\u2019s see how the British Museum is using social media to tell their story. Instagram is a great medium for storytelling, so it makes perfect sense that this is one of the platforms where they\u2019re most active. What makes their posts good isn\u2019t just that the captions are <\/span><b>friendly, inviting, include emojis, and ask the reader a question<\/b><span style=\"font-weight: 400;\">. It\u2019s also important that they bring educational value to their followers, which is ultimately the purpose of exhibitions at a museum.<\/span><\/p>\n<blockquote class=\"instagram-media\" style=\"background: #FFF; border: 0; border-radius: 3px; box-shadow: 0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width: 540px; min-width: 326px; padding: 0; width: calc(100% - 2px);\" data-instgrm-captioned=\"\" data-instgrm-permalink=\"https:\/\/www.instagram.com\/p\/CAAMPR8Hhje\/?utm_source=ig_embed&amp;utm_campaign=loading\" data-instgrm-version=\"12\">\n<div style=\"padding: 16px;\">\n<div style=\"display: flex; flex-direction: row; align-items: center;\"><\/div>\n<div style=\"padding: 19% 0;\"><\/div>\n<div style=\"display: block; height: 50px; margin: 0 auto 12px; width: 50px;\"><\/div>\n<div style=\"padding-top: 8px;\">\n<div style=\"color: #3897f0; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: 550; line-height: 18px;\">View this post on Instagram<\/div>\n<\/div>\n<div style=\"padding: 12.5% 0;\"><\/div>\n<div style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\"><\/div>\n<p style=\"margin: 8px 0 0 0; padding: 0 4px;\"><a style=\"color: #000; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px; text-decoration: none; word-wrap: break-word;\" href=\"https:\/\/www.instagram.com\/p\/CAAMPR8Hhje\/?utm_source=ig_embed&amp;utm_campaign=loading\" target=\"_blank\" rel=\"noopener\">?? Scientist Capucine Korenberg has been zooming in on Hokusai\u2019s world-famous Great Wave to uncover what variations in the prints can tell us about the making of this masterpiece. Her research has found that studying small breaks in the printed outlines can help place a particular print in the sequence they were made. Can you spot any differences between the two close-ups shown in image two? ?? Read more about Capucine\u2019s work and how you can tell an early Hokusai print from a later one in her blog \u2013 link in bio. #BritishMuseum #Hokusai #JapanesePrints #KatsushikaHokusai #TheGreatWave #GreatWave #?<\/a><\/p>\n<p style=\"color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; line-height: 17px; margin-bottom: 0; margin-top: 8px; overflow: hidden; padding: 8px 0 7px; text-align: center; text-overflow: ellipsis; white-space: nowrap;\">A post shared by <a style=\"color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px;\" href=\"https:\/\/www.instagram.com\/britishmuseum\/?utm_source=ig_embed&amp;utm_campaign=loading\" target=\"_blank\" rel=\"noopener\"> British Museum<\/a> (@britishmuseum) on <time style=\"font-family: Arial,sans-serif; font-size: 14px; line-height: 17px;\" datetime=\"2020-05-10T09:52:25+00:00\">May 10, 2020 at 2:52am PDT<\/time><\/p>\n<\/div>\n<\/blockquote>\n<p><script async src=\"\/\/www.instagram.com\/embed.js\"><\/script><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s compare that to their Twitter.<\/span><\/p>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\">Take yourself on a tour of the Assyrian galleries on Google Street View, and marvel at the colossal sculpture and finely carved reliefs: <a href=\"https:\/\/t.co\/SjXxUsS5RN\">https:\/\/t.co\/SjXxUsS5RN<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/MuseumFromHome?src=hash&amp;ref_src=twsrc%5Etfw\">#MuseumFromHome<\/a> <a href=\"https:\/\/t.co\/aky8Z8yydD\">https:\/\/t.co\/aky8Z8yydD<\/a> <a href=\"https:\/\/t.co\/J6WkzZTKsX\">pic.twitter.com\/J6WkzZTKsX<\/a><\/p>\n<p>\u2014 British Museum (@britishmuseum) <a href=\"https:\/\/twitter.com\/britishmuseum\/status\/1257671550565744640?ref_src=twsrc%5Etfw\">May 5, 2020<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p><span style=\"font-weight: 400;\">You\u2019ll notice that the copy on these platforms is different. Twitter\u2019s character limit means that you <\/span><b>need to use call-to-actions<\/b><span style=\"font-weight: 400;\"> so that you can grab your audience\u2019s attention.\u00a0<\/span><\/p>\n<p><b>Kate Carter<\/b><span style=\"font-weight: 400;\">, the <\/span><b>British Museum\u2019s Senior Digital Marketer<\/b><span style=\"font-weight: 400;\">, had an <\/span><a href=\"https:\/\/blog.hootsuite.com\/hootcast-british-museum\/\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">interview<\/span><\/a><span style=\"font-weight: 400;\"> where she described what their museum\u2019s online strategy looks like. These are the insights that we\u2019ve gathered from her:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Have channel-specific copy and to avoid direct crossposting\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Comparing yourself to the competition is important<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Storytelling is crucial for not only getting attention but keeping your audience\u2019s interest<\/span><\/li>\n<\/ul>\n<h2><strong>Theatres<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Like we said before, cultural events can be pricey. Many people complained about how they spent money on plays that they won\u2019t be able to watch after all. There were some smart workarounds for this problem.\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><a href=\"https:\/\/www.theatreworks.org\/covid19\/\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">TheatreWorks in Silicon Valley<\/span><\/a><span style=\"font-weight: 400;\"> allowed their patrons to exchange their tickets for another date. The theatre will still be able to pay off any expenses, and the patrons will still be able to attend the event they were excited about<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The National Theatre in the UK started uploading their plays to YouTube, where you can watch them for free. What\u2019s more, the audience can share the content with their friends, further adding to visibility.<\/span><\/li>\n<\/ul>\n<p style=\"text-align: center;\"><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/rra4Luk4q0g\" width=\"760\" height=\"515\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\">Either way, both of them did something for their fans. They didn\u2019t just close down, leaving their actors, employees, and patrons clueless about what was going on.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The <\/span><b>Bolshoi Teatr<\/b><span style=\"font-weight: 400;\"> has created an Instagram account with an aesthetic that is easy to remember. Their Highlights icons are all red, while their posts include pops of red and warm colors. Their strength is that they stand out for their visual presentation.<\/span><\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/Screenshot-4.png\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-40693 aligncenter\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/Screenshot-4-950x772.png\" alt=\"Bolshoi Theatre on Instagram\" width=\"758\" height=\"616\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/Screenshot-4-950x772.png 950w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/Screenshot-4-475x386.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/Screenshot-4-768x624.png 768w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/Screenshot-4.png 994w\" sizes=\"(max-width: 758px) 100vw, 758px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">They\u2019ve also managed to make their content accessible to both their Russian and international audiences. This is a good move on their part, because they are able to stick to engage a wider net of people. Their strategy went beyond Instagram, though. They made their plays and ballets available on their <\/span><a href=\"https:\/\/www.youtube.com\/user\/bolshoi\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">YouTube channel<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<h2><strong>Music<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">There\u2019s something really special about seeing your favorite artists live in concert. Music artists have a lot of pull and influence, so it\u2019s no wonder that some of them are doing their best to support their fans during the pandemic.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The most popular ones like Lady Gaga successfully organized the One World at Home event, where they live-streamed a concert. What made this so selfless?<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">They didn\u2019t ask their audience to pay, instead, Lady Gaga gathered $127 million to donate from corporations and other wealthy personas.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">These artists streamed the concert on a platform that is available to most users with smartphones<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">No FOMO for anyone. You can still stream the performances since they\u2019ve made them public<\/span><\/li>\n<\/ul>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\">If you want to relive the music, you can click here to stream all of the performances \u263a\ufe0f <a href=\"https:\/\/t.co\/PA5AQuvWQK\">https:\/\/t.co\/PA5AQuvWQK<\/a><\/p>\n<p>\u2014 Lady Gaga (@ladygaga) <a href=\"https:\/\/twitter.com\/ladygaga\/status\/1252052802471374848?ref_src=twsrc%5Etfw\">April 20, 2020<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p><span style=\"font-weight: 400;\">You might have noticed that other artists are making use of Facebook and Instagram Live.\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Sofi Tukker went live on Instagram every day for a period of time. <\/span><b>It\u2019s a gesture that fans appreciate since it would be nice to be distracted from what\u2019s going on and to get closer to their favorite artists<\/b><span style=\"font-weight: 400;\">. Once the pandemic is over, their fans will still remember it. Other artists like John Legend and Kesha also performed on Facebook and Instagram Live for their audience.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">However, it\u2019s worth noting that some artists are exceptionally popular, so their social media isn\u2019t as decked out as it could be. They may not need a lot of information on their social media to be recognizable. Lady Gaga alone has almost 60 million fans on Facebook.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">On the topic of festivals, some have taken the approach to postpone their events to 2021, but they still regularly post about them to generate hype. Open\u2019er festival left an explanation on their Facebook about what will happen next, and how festival-goers don\u2019t need to worry about losing money on the tickets.<\/span><\/p>\n<p><a href=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/94995597_10156904256941968_749345589832974336_o.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-40683\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/94995597_10156904256941968_749345589832974336_o-950x1596.jpg\" alt=\"Open'er Festival in Gdynia moved to 2021\" width=\"756\" height=\"1270\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/94995597_10156904256941968_749345589832974336_o-950x1596.jpg 950w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/94995597_10156904256941968_749345589832974336_o-475x798.jpg 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/94995597_10156904256941968_749345589832974336_o-768x1290.jpg 768w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/94995597_10156904256941968_749345589832974336_o.jpg 1080w\" sizes=\"(max-width: 756px) 100vw, 756px\" \/><\/a><span style=\"font-weight: 400;\">They\u2019re also reminding their fans of the headliners that will perform. That way, fans won\u2019t get discouraged, and they\u2019ll have something to look forward to.<\/span><\/p>\n<p><a href=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/Screenshot-7.png\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-40679 aligncenter\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/Screenshot-7.png\" alt=\"\" width=\"750\" height=\"619\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/Screenshot-7.png 622w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/Screenshot-7-475x393.png 475w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><\/a><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Become memorable like Electric Forest.<\/b><span style=\"font-weight: 400;\"> It\u2019s a US-based festival with a following of 500k people, and they made it easy for fans to:<\/span>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Recognize the event with the art on their Page<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Indicated which hashtags they\u2019re following<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Added information about when they\u2019re open and the amount of traffic they get<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/electric-forest-facebook.png\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-40689 aligncenter\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/electric-forest-facebook.png\" alt=\"Electric Forest Facebook page\" width=\"758\" height=\"665\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/electric-forest-facebook.png 925w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/electric-forest-facebook-475x417.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/electric-forest-facebook-768x674.png 768w\" sizes=\"(max-width: 758px) 100vw, 758px\" \/><\/a><\/p>\n<h2><strong>Track performance metrics<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Staying up to date with your KPIs will help you adjust your strategy and improve results over time. If you run a social media profile as a cultural institution, it\u2019s likely that you have to report the overall performance to someone (e.g. government statistics offices or others). That\u2019s why it\u2019s so important to have reliable data.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can find performance metrics on every social media platform. However, some of these platforms don\u2019t have flexible date ranges. <\/span><b>Instagram Insights only allows you to see 7 days, and it also limits your ability to export the data in a readable way<\/b><span style=\"font-weight: 400;\">. That makes it harder for you to find out which specific campaign or posts generated hype around your profile.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you use <\/span><a href=\"http:\/\/www.sotrender.com\" target=\"_blank\" rel=\"dofollow noopener\"><b>Sotrender<\/b><\/a><span style=\"font-weight: 400;\">, you will be able to:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Access (at least) 90 days-worth of historical data<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Track all of your social media profiles in one tab<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Schedule recurring, customized reports.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Let\u2019s break down what some of the most important metrics mean.<\/span><\/p>\n<h3><strong>Follower growth<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Your follower count can be considered a vanity metric, especially since there was a trend of users and businesses buying likes and followers. However, social media platforms are working on deleting any fake accounts that don\u2019t provide any real value. If you have organic follower growth, it means that you\u2019re doing something right and that you\u2019re slowly building a following.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Why keep track of your follower growth? The reason is simple: More and more businesses and institutions are going online. That means you should check if your audience grew and whether there is growing interest in your profile.<\/span><\/p>\n<div id=\"attachment_40703\" style=\"width: 764px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/image10.png\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-40703\" class=\"wp-image-40703\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/image10-950x634.png\" alt=\"\" width=\"754\" height=\"503\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/image10-950x634.png 950w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/image10-475x317.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/image10-768x512.png 768w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/image10.png 1600w\" sizes=\"(max-width: 754px) 100vw, 754px\" \/><\/a><p id=\"caption-attachment-40703\" class=\"wp-caption-text\">Fan growth on Facebook in Sotrender<\/p><\/div>\n<p><span style=\"font-weight: 400;\">What\u2019s more, you\u2019ll be able to see if you\u2019re more popular with certain demographics over time. Try to check in every once in a while to see if you have more followers from specific countries or age demographics and adjust your content to fit what they might find entertaining or helpful.<\/span><\/p>\n<div id=\"attachment_40701\" style=\"width: 764px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/image9.png\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-40701\" class=\" wp-image-40701\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/image9-950x634.png\" alt=\"\" width=\"754\" height=\"503\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/image9-950x634.png 950w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/image9-475x317.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/image9-768x512.png 768w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/image9.png 1600w\" sizes=\"(max-width: 754px) 100vw, 754px\" \/><\/a><p id=\"caption-attachment-40701\" class=\"wp-caption-text\">Audience demographics in Sotrender<\/p><\/div>\n<h3><strong>Engagement<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Don\u2019t just rely on your follower count, though. Having a huge following doesn\u2019t mean much if no one is paying attention to you or interacting with your content. You might be appearing at the bottom of their feeds, and they could easily overlook you. This will ultimately damage your business results, and you won\u2019t build a relationship with your followers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Engagement is a crucial metric. It reflects how many people are passively engaging with you (with likes and reactions) and how many are actively engaged (leaving comments, posting about you using your hashtags, and sharing your posts).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can analyze engagement in Sotrender in a few ways, such as:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The Interactivity Index<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">User activities<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">People Talking About This (PTAT)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Frequency of interaction<\/span><\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/image11.png\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-40705 aligncenter\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/image11-950x398.png\" alt=\"\" width=\"761\" height=\"319\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/image11-950x398.png 950w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/image11-475x199.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/image11-768x322.png 768w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/image11.png 1903w\" sizes=\"(max-width: 761px) 100vw, 761px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s what the engagement tab overview looks like in the app. Each graph can be downloaded individually, or you can download them in a ready-made report.<\/span><\/p>\n<h3><strong>Best-performing content<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">So now that you\u2019ve figured out your fanbase and started interacting with them, it\u2019s time to figure out what <\/span><b>type of content you should focus on<\/b><span style=\"font-weight: 400;\">. You might have noticed that one of your posts generated a lot of engagement, but <\/span><b>is there a larger pattern<\/b><span style=\"font-weight: 400;\"> that you can pick up on? Here\u2019s how you can find out.<\/span><br \/>\n<span style=\"font-weight: 400;\">Go on the <\/span><b>content<\/b><span style=\"font-weight: 400;\"> tab, and check your <\/span><b>top-performing<\/b><span style=\"font-weight: 400;\"> posts. This saves you time scrolling through your feed because it\u2019ll immediately rank your best posts in a specific period of time. Simply sort the posts by the number of shares, reactions, Interactivity, or another metric to check if you realized your goal with these posts.<\/span><\/p>\n<p><a href=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/image4-1.png\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-40707 aligncenter\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/image4-1-950x359.png\" alt=\"\" width=\"759\" height=\"287\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/image4-1-950x359.png 950w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/image4-1-475x179.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/image4-1-768x290.png 768w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/image4-1.png 1586w\" sizes=\"(max-width: 759px) 100vw, 759px\" \/><\/a><\/p>\n<p style=\"text-align: center;\"><!--HubSpot Call-to-Action Code --><span id=\"hs-cta-wrapper-b6595d5d-3532-471f-8e6a-e35d6f792d3e\" class=\"hs-cta-wrapper\"><span id=\"hs-cta-b6595d5d-3532-471f-8e6a-e35d6f792d3e\" class=\"hs-cta-node hs-cta-b6595d5d-3532-471f-8e6a-e35d6f792d3e\"><!-- [if lte IE 8]><\/p>\n\n\n\n\n\n<div id=\"hs-cta-ie-element\"><\/div>\n\n\n<![endif]--><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/3842881\/b6595d5d-3532-471f-8e6a-e35d6f792d3e\"><img decoding=\"async\" id=\"hs-cta-img-b6595d5d-3532-471f-8e6a-e35d6f792d3e\" class=\"hs-cta-img\" style=\"border-width: 0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/3842881\/b6595d5d-3532-471f-8e6a-e35d6f792d3e.png\" alt=\"Analyze your social media performance\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(3842881, 'b6595d5d-3532-471f-8e6a-e35d6f792d3e', {}); <\/script><\/span><!-- end HubSpot Call-to-Action Code --><\/p>\n<h3><strong>Site traffic<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Ideally, your social media profiles should increase your site traffic, and encourage your audience to follow you. One way that you can measure site traffic is with Google Analytics. The metrics that will matter on Google Analytics here include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>All site traffic<\/b><span style=\"font-weight: 400;\"> as well as monitoring sources and campaigns. This allows you to check which of your social media profiles is redirecting traffic to your site the best. Those that give you less traffic might require improved copy or content. <\/span><b>Remember, you don\u2019t have to be present on every social media channel, that\u2019s just overwhelming<\/b><span style=\"font-weight: 400;\">. Focus on the two or three channels where your audience is mostly on.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Time spent on-page.<\/b><span style=\"font-weight: 400;\"> You can learn more about how interesting the content is and if your audience is paying attention to it.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Bounce rate<\/b><span style=\"font-weight: 400;\">. This shows you how many people clicked away after opening your site. You might have to make adjustments to your theme or content altogether.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">We also recommend that you analyze different amounts of time, which could be a weekly basis, monthly basis, or before and after a specific campaign.<\/span><\/p>\n<h2><strong>Looking for a deeper dive?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Hopefully, you can see how social media can be used to promote your events to a wider audience and make the experience accessible to more people. Are you managing your social media regularly? If not, it\u2019s never too late to start.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We know that you and your institution are in a tough spot at the moment, so we\u2019ll give you a helping hand. If the price is the only obstacle, we can alleviate that. <\/span><b>If you\u2019re a museum or other cultural institution, you can contact <a href=\"mailto:sales@sotrender.com\">Sotrender&#8217;s Sales Team<\/a> and get a 30% discount on all of our packages. \ud83d\ude09<\/b><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Right now, we live in an age where just about anyone with an internet connection can experience culture. Museums, concert venues, theatres, and galleries have regular visitors, but they\u2019re not the only forms of culture. In the digital age, artists commission their art online, while music producers and content creators set up Patreon accounts so [&hellip;]<\/p>\n","protected":false},"author":131,"featured_media":40721,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2273],"tags":[1281,3049,3051,3053],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What cultural institutions can learn about social media management<\/title>\n<meta name=\"description\" content=\"For cultural institutions, staying relevant on social media is crucial. 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Here&#039;s how you can use social media to engage with your patrons and generate hype.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.sotrender.com\/blog\/2020\/05\/cultural-institutions-social-media-management\/\" \/>\n<meta property=\"og:site_name\" content=\"Sotrender Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Sotrender\" \/>\n<meta property=\"article:published_time\" content=\"2020-05-15T09:26:26+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-02-04T15:06:11+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/deanna-j-3GZlhROZIQg-unsplash.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"4608\" \/>\n\t<meta property=\"og:image:height\" content=\"3456\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Iva Djuki\u0107\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@Sotrender\" \/>\n<meta name=\"twitter:site\" content=\"@Sotrender\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Iva Djuki\u0107\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"15 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.sotrender.com\/blog\/2020\/05\/cultural-institutions-social-media-management\/\",\"url\":\"https:\/\/www.sotrender.com\/blog\/2020\/05\/cultural-institutions-social-media-management\/\",\"name\":\"What cultural institutions can learn about social media management\",\"isPartOf\":{\"@id\":\"https:\/\/www.sotrender.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.sotrender.com\/blog\/2020\/05\/cultural-institutions-social-media-management\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.sotrender.com\/blog\/2020\/05\/cultural-institutions-social-media-management\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/05\/deanna-j-3GZlhROZIQg-unsplash.jpg\",\"datePublished\":\"2020-05-15T09:26:26+00:00\",\"dateModified\":\"2025-02-04T15:06:11+00:00\",\"author\":{\"@id\":\"https:\/\/www.sotrender.com\/blog\/#\/schema\/person\/80bc7a9ac23c606fcf234ecb3e8cd518\"},\"description\":\"For cultural institutions, staying relevant on social media is crucial. 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