“Roman Mosaic” Musée du Bardo, Tunis, Tunicia

Picture taken by Jonathan Acuña (2019)

How are Cultural Institutions Incorporating

Social Media?
Just a checklist

By Prof. Jonathan Acuña-Solano, M. Ed.

Head of Curriculum Development Senior Language Professor

Academic Department School of English
Centro Cultural Costarricense- Faculty of Social Sciences
Norteamericano Universidad Latina de Costa Rica

Sunday, August 30, 2020

Post 371

Cultural centers, higher education institutions, and any other important

teaching organization in a country contribute with social media growth and cultural
production. And it is at this point that it is important to understand the close
relationship this type of organizations have with its media contributors, followers,
and stakeholders. Even going beyond this point, it is essential to comprehend how
institutions of this sort operationalize all input of its “punters.”

To help you understand this special but important relationship between

cultural and education institutions and social media users, the following set of
checklists are here provided. At this point your institution could probably be doing
several of the actions stated here, but see what seems to be missing or what else
can be added to these three areas or commonalities spotted and adapted after
listening to Claire Joachin, social media specialist.

In Times of Enrollment

Every time there is enrollment in the institution and classes have begun,
who is checking and seeing what is trending in social media? To help this person
or team, the following list has been created and adjusted to comprehend cultural
and education institutions and social media users’ relationship better. Now,
organizational teams should look for the following when digging up data from
social media.

A  Identification of something that needs to be pushed down to the

ops team
B  Spotting of any relevant feedback for the institution’s sites teams
that requires immediate attention
C  Submission of sensible, reasonable, and viable suggestions stated in
the media that can be incorporated into institutional processes
D  Answering of questions that have not been properly addressed

Posting in Social Media Channels

Once enrollment is over, what is being posted in the social media channels
that the institution administrates? By reviewing this short checklist, what of this
is being done and what else can be done to really project the institution’s image
and turn it into an iconic organization of culture and learning in the country? Any
company needs information put forward, so others can come and dig it up and
find it.

A  Organizational push of positive feedback to be shared among the

company’s media channels and with its personnel
B  Sharing of real-time feedback in social media with institutional
stakeholders
C  Profiting with genuine real reactions to project the company’s image
D  Facilitation of real conversations to welcome people (or students)
and their feedback
E  Publication of current/former learners’ success stories for the body
of students and outsiders
F  Presence in social media communities to have people know our
teachers’ stories and their career paths
G  Sustainability of the gained reputation earned by the institution as a
national icon (If not, how can the organization become an icon in
your country?)
H  Publication of what happens backstage in the organization to make
it visible for potential students
I  Media presence of more than one voice or figure telling the
company’s achievements, plans, corporate social responsibility, etc.

Dealing with Contentious Issues and Feedback

Social media users can also be quarrelsome and make community manager’s
online work tough. However, the fact is that these antagonistic social media users,
who can also be part of the body of students in the institution, may be roaming
around the organization’s social media channels. And when they manifest
combative, belligerent posts, have the following been established in a manual to
deal with contentious issues? And aside from these difficult “punters,” what is
being done with good, loyal “followers?”

A  Way in which sarcasm is being dealt with contentious issues on

social media
B  Policy to deal when jokes are published in the organization’s media
channels
C  Way in which mindfulness and flexibility are used to deal with
contentious people based on the institution’s social media policy
D  Directness in treating contentious, hateful, inappropriate comments
E  Code used to invite a person to put a comment back up fitting with
the community guidelines (if a comment is taken down)
F  Type of money-can’t-buy-it experience to be offered to “loyal”
followers
G  Treatment given to the aggregate of best comments on the
institution’s social media channels
H  Clear reasons used by the organization in the use of social media to
drive a true learning experience that otherwise would not exist
I  Bold statements issued on the learning tapestry of the country’s
education landscape

Finally, it is noteworthy to highlight the fact that many social media

management teams are probably working on these points. Nevertheless, it is
meaningful for a cultural, education institution to constantly analyze these aspects
to correctly read or hear what is being said in social media and how it can be
positively used to contribute with the company’s image. And some other
contributors should be invited to contest your beliefs to help you see through a
wider spectrum of opportunities.