PROPOSAL

SOCIAL MEDIA FOR A CULTURAL INSTITUTION

GOALS 1. Define long and short term social media goals: Execute social media audit to
determine strengths and weaknesses of organization’s platforms. Work with
client to determine needs and budget, identify specific goals and objectives, and
build a dynamic strategy and editorial calendar to achieve goals.
2. Increase social media traffic: Research, select and budget social media analysis
tools to measure traffic. Connect social media platforms to present consistency
and to drive activity across platforms.
3. Increase social media engagement: Facilitate conversation on platforms to
encourage direct exchange, creating the digital space for open and safe
communication, and fulfilling the organization’s mission to involve the
community in the telling of their own histories.

INITIAL Since this museum is an industry leader in redefining museum experiences and
ASSESSMENT collective history, I am excited to team up and tackle the challenge of improving
their current social media standings.

Successful social media marketing is a powerful way to get engage audiences in

these times. In my research, I discovered the unit’s current primary social media
strengths include:

• Clean, accessible graphic design

• Dynamic programming that features opportunities to connect with
independent artists
• Free resource packages such as xxx and xxx

The current weaknesses I would like to work to improve are as follows:

• A more active identity on social media that encourages dialogue with

followers
• Targeted community engagement
• Use of analytics to determine effective social media practices
• Consistency in posting timelines across platforms

The group’s social media platforms currently present in a passive way, often serving
to announce new initiatives and programs. A new social media strategy would apply
more direct engagement with followers, creating the space for audiences to talk
with the museum and with followers of their platforms.
 SERVICE • Social media audit: Analyze 3 platforms: review top and lowest performing
OFFERINGS content, identify audience personas, determine goals and outline future
strategies.
• Build editorial calendar: Identify priorities, determine a posting schedule, outline
approval process for posting, define social media guidelines.
• Bi-weekly meetings: Review strategies, goals and messaging with the team.
• Curation and management of content: Graphic design and video editing services
included to create content.
• Analytics and reporting: Provide weekly analytics that include follower growth,
reach, demographics, comments, “likes”, shares, etc. Submit monthly reports
summarizing activities and results. Adjust strategy and calendar to accommodate
findings.

5-MONTH • Month 1: Execute social media audit and analysis, define long and short term
PLAN goals and decide metrics of success.
• Month 2: Build 3-month editorial calendar in alignment with
organization’initiatives. Create a social media guidebook that outlines platform
personas and best practices for design and messaging.
• Month 3: Launch phase 1 of social media campaign, focusing on Instagram.
Curate, create content, and analyze progress of the campaign.
• Month 4: Launch phase 2 of social media campaign, focusing on Facebook and
Twitter. Curate, create content, and analyze progress of the campaign.
• Month 5: Analyze progress of the campaign, determining sustainable strategy to
be executed after the conclusion of the project.