Like, Reblog, Favorite: Social Media Marketing

The growing prevalence of social media websites and apps as a marketing tool cannot be overstated. Many institutions are turning to social media websites and apps to connect with audiences that they otherwise would not have been able to access. With such a wide reach, an institution can grow not only the knowledge of its mission but also grow its direct usership. Frequently used social media websites and apps utilized include Instagram, Facebook, X (previously Twitter), and TikTok. All are useful in different ways, depending on the user's goals and consistency of use.

A well-established and acted-upon social media strategy can greatly benefit an archive of any size. For it to be directly beneficial, it is important to know the community with which you would like to connect to and the goal of creating such a connection. An archive with a goal of social media marketing to make local community members aware of existing programs and collections may create a different strategy than an archive with the goal of connecting with distance researchers and potential donors. Neither goal described is an incorrect usage of social media marketing. Both take into account the archive's missions and the outcome they intend to see.

I have personal experience maintaining the Instagram of a smaller, university archive with the intended goal of connecting with the existing community and usership. As such, we maintain a minimal posting schedule – only once a week – with specific highlights for closures, incoming materials, and in-person outreach experiences. In maintaining this Instagram account, we are able to keep users abreast of the archive's happenings without directly contacting them (which would be impossible!). This directly serves the archive and the community without putting undue stress on archival staff. Social media marketing is a beneficial tool that can be directly shaped to serve your institution in the way it needs.

Further Reading:

https://www.archives.gov/social-media/strategies

https://www2.archivists.org/groups/public-library-archivesspecial-collections-section/outreach-social-media-exhibits-programming