From 1 December we tweeted a picture of one of our microfossil Christmas card themed slides every day until Christmas in a successful advent series. This brought our collections to a new audience and showed that reaching a wider exposure on Twitter is reliant on retweets from major players such as the Museum's main account, @NHM_London, and good timing of tweets. Other factors included the relative aesthetic beauty of some slides compared to others and may have reflected the skill of the slidemakers concerned.
Some of the Earland and Heron-Allen Microfossil Christmas Card images tweeted last December.
Despite this increased exposure of our collection we did not have an increased number of visitors, enquiries or loans, some of the more traditional key performance indicators. We reached an audience who would not normally be able to visit the Museum and if they could, would not see microfossil specimens on display. In this post I look at the question 'can Twitter actually benefit our collections?'
What is Twitter?
Not all my readers will be familiar with Twitter so here is a short summary of how it works. Users post online pictures and/or text of no more than 140 characters. Each user decides who to follow and can choose to read a feed consisting of all the messages posted by other users that they follow.
If someone posts a message that looks interesting, it can be flagged as a 'favourite' or be 'retweeted' and re-sent to all your own followers. Users can post replies to messages, engage in conversations or search for subjects being discussed under a particular hashtag (we used #microfossiladvent).
How did it work for us?
We had over 450 retweets for our pictures and gained 150 new followers to our feed. Before we started, we had about 450 followers to our twitter feed that we had been running for about a year. The increase in followers by 150 in less than a month was therefore significant, and the trend in the increase in our number of followers has reduced to a steady trickle since then.
Why were some tweets more successful than others?
It was immediately obvious that two main factors were responsible for enhanced interest in the pictures, firstly weekend tweets hardly ever got retweeted compared to the weekday ones. The second and most striking correlation was that pictures retweeted by @NHM_London had significantly more retweets than all the others. This feed is followed by nearly 500,000 people so this is hardly surprising.
Three more tweeted images, all roughly the size of a thumbprint in real life. The middle one was most popular as it was retweeted 45 times and caused my phone to buzz continuously in my pocket for a couple of hours during a meeting!
Another issue we considered was whether some images got retweeted because they were more visually appealing than others? Half the slides tweeted were made by Arthur Earland and the other half by Edward Heron-Allen. Was one maker more adept at making pretty slides than the other and got more retweets? (For details of their relationship and more information about these slides see my post on Microfossil Christmas Cards). We found that, taking into account the issues stated above, Earland's slides were on average twice as popular as Heron-Allen's.
Who is our Twitter audience?
Usually we would make our collections available to academic enquirers who would request a visit, a loan or send an enquiry for details about the collection. Twitter has opened up a completely new audience. Some of our academic stakeholders do follow us but they are in the minority and many on our list of followers will never visit the Museum because they live too far away and even if they did, they wouldn't see any of our microfossil collection on display.
What has it done for our collection?
If you consider the traditional 'key performance indicators' (KPIs) of visitor days, numbers of specimens loaned and enquiries, then Twitter has done very little for our collection that can be measurably demonstrated. What it has done is to bring the collection out to a new audience, making it available and relevant much more widely. Has this engagement been little more than having a number of people agree that pictures of our collection are pretty? Possibly. Can this engagement actually be measured?
What can Twitter do for us?
An interesting post on the London Museums Group site by Digital Analyst Elena Villaespesa looks at quantifying the impact of Twitter on an exhibition at the Tate Modern. They have used Twitter as a communication tool to engage in conversation with visitors and research their audience. To do this they have analysed the number of comments under a certain hashtag as well as the number of visitors who participated with meaningful responses. Social media analysis software is available to help with these analyses if there is a large amount of data.
Another post that has caught my eye recently was by Sarah Miller who blogged on how Twitter has been used as a cultural resource outreach tool. She lists as positive outcomes for her Twitter campaign:
- de-mystify what you do
- highlight current research and events
- open up communication
- engage with other professionals
- build community
In a previous blog I looked at the benefits of blogging about collections and showed that it has enhanced the profile of the collection in the national press, helped with its management, encouraged donations, enabled fundraising and produced research collaboration offers. Looking at our Twitter feed over the last year we can point to examples of all these 'traditional KPI related' outcomes. However, I think that with our advent Twitter campaign we have built an excellent platform for measureable future engagement. Looking at numbers of retweets we are receiving is a good sign but there is much more we can do in future by engaging in conversations with a wider audience.
An example of an interaction that followed a #FossilFriday tweet of a specimen from our collection.
Whether you follow Twitter or not you can see all the messages posted by us on our NHM Micropalaeontology Twitter feed and learn more about how museums use social media by looking at the London Museums Group site (see a guest post by fellow NaturePlus blogger, Librarian Hellen Sharman).