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2017 SOCIAL MEDIA STRATEGY
+
2016 Year in Reviewby Adrianna Prosser
SM Community Manager
2017 TRENDS AND HIGHLIGHTS
#Canada150 Canadian Holidays #C150TO#MomentTO (OTD) #TOhistory #AskACurator #MuseumSelfie
February Black History Month May Museum MonthJune Indigenous History Week June Pride Week
Programs + Exhibits + Events
NEW INITIATIVESToronto Historic Sites PodCast
Historical On This Day content, local history around thehistoric site, and recipe commentary
Toronto Historic Sites BlogHistorical Influencers (TO Dreams Project, Historical
Societies, etc...) in the Toronto community share informationas a guest blogger, articles and coverage from our sites.
MomenTO CookbookCall to action on social media specifically to share cherished
home recipes that remind people of their time in Torontogrowing up
TOHISTORICSITESMONTHLY HIGHLIGHTS
January - Toronto's HistoryFebruary - Zion SchoolhouseMarch - Market GalleryApril - Todmorden MillsMay - Montgomery's InnJune - ScarboroughJuly - Canada 150 (Canada Day)August - Gibson HouseSeptember - Fort YorkOctober - Colborne LodgeNovember - Mackenzie HouseDecember - Spadina
Each month a museumis highlighted on
#MuseumMondayand
#ThrowbackThursday
#MOMENTO MomenTO is a commemorative program of local and citywide events, exhibits
and experiences that will mark the 150th anniversary of Canadian confederation. Since 1867, Toronto has been the setting for countless moments that havehelped define how we understand Canada, our communities, and ourselves.
MomenTO will present a thematic set of installations, exhibits and eventshighlighting the historical people, places and events that are significant to the
history of Toronto and to Canada. A mobile audience engagement activation willtravel around the city to promote Canada 150 and MomenTO, and will
dramatically expand the reach of the program.
Canada 150 Team Internal Document
#MomenTOsocial media hashtag will highlight
historical people, places and events, from1867 to 2017 that are significant to the
history of Canada and Toronto.
WaybackWednesday FlashbackFriday
*Pinned Posts*Major events
Starting in March
#MOMENTO EXAMPLES
Toronto's HIstory
#TBT
#TBT
#TBT
#TBT
#MuseumMonday
#MuseumMonday
#MuseumMonday
#MuseumMonday
#MuseumMonday
#OTD in Toronto:
1850, Etobicoke is
incorporated as a
township. (1878 Map
from Library of
McGill) #C150TO
www.toronto.ca/cana
da150
FY: Queen Charlotte's
Birthday Ball
Saturday, January 21, 1 to
10 p.m.
MH: HaggisWorkshop
Saturday, January 14,10 a.m. to 1 p.m.
MH: Robbie Burns'Day CelebrationSunday, January22, 12 to 4 p.m.
SPA: Meet theAustins: A TorontoFamily Between the
Wars
#FlashBackFriday
#FridayFeeling
#FlashBackFriday
#FridayFeeling
#FlashBackFriday
#FridayFeeling
#FlashBackFriday
#FridayFeeling
TODAY is
#MuseumSelfie Day! Tag
your face in our historic
sites & you could win 1
of 4 Museum Prize
Packs! *Contest closes
Jan 22)
#WaybackWednesday
#WaybackWednesday
#WaybackWednesday
#WaybackWednesday
Canada 150 begins
*Black History Month
#MuseumMonday
Zion Schoolhouse
#MuseumMonday
#MuseumMonday
#MuseumMonday
#TBT
#TBT
#TBT
#TBT
#FlashBackFriday
#FridayFeeling
#FlashBackFriday
#FridayFeeling
#FlashBackFriday
#FridayFeeling
#FlashBackFriday
#FridayFeeling
#WaybackWednesday
#WaybackWednesday
#WaybackWednesday
#WaybackWednesday
2016 ExamplesWhat Worked + What We Need To Do in 2017
InclusionBy constantly talking about the historic
collective as a community and
showcasing them together, we are
underlining the message that Toronto
Historic Sites are a collection of sites
that work together.
Sister Site + Fellow Museums + #TOhistory+ Our Museums
GETTING PERSONAL
By getting in front of the camera andsharing our staff as experts we tap intothat personal touch that social media
feeds off of.
By making our faces the faces of themuseums we shift the narrative to the
present, along with communityengagement and our message of
interactive history.
I have had great success as "Big Red"my THS persona who loves history in avery proud and geeky way. This acts asa clearance for those who are nerdy
about history to engage with me/THS asa fellow history fan instead of afaceless/impersonal account.
#AskACurator
A highly visible #hashtag trend amongmuseums all over the world, participating inthis tag always elevates our engagementonline. This year Gibson House Museum'ssocial shares were used as an example in aGerman blog about the best content for that
tag, one of only 3 examples that wasincluded with high profile sites such as MoMA.
https://burgposterstein.wordpress.com/2016/09/19/askacurator
2016laesstunszudenamerikanischenmuseenaufschauen
einrueckblick/
INFOGRAPHICSInhouse generated infographics
got a high engagement in shares
and likes on Facebook and Twitter.
It is a great way to show the sites
as a collective and strengthen our
image as a collection of historic
sites under one umbrella as
Toronto Historic Sites.
TRENDSAs much as we can we try to stay ontop of trends such as #PokeMuseumto be topical and informative to our
followers.
VIDEO CONTENTWith video content ahead of all other forms of social shares
(text, photo, GIF), our video content is growing with afocused effort I started in 2016 to have the sites more
comfortable with video content creation.
With the foundations laid in 2016, I hope 2017 will yieldmore casual video content that is timely and coverage
based (as in events and seasonal programs), but also a fewhigh profile and reusable videos like my highly successfulRebel Rabble video that Gibson House can reuse eachDecember on the anniversary of the 1837 Rebellion.
ContestsWe did a few different contests from
casual/lowbarrier "what's your favouritemuseum?" to asking questions about Torontohistory to reward our history loving followerswith great ROR (return on relationship)
By creating a lowbarrier contest, the prize ismore of a thank you than a reward. We
handed out 25+ museum passes over Twitterand recieved many thanks in return. The
winners shared their experience on social andthanks us for all their friends to see. A winwin
for these contests!
Internal CommunityManagement
Weekly updates that focus on trends,updates, an internal statistics and best
practices have strengthened ourcommunal tone and focus as a ten
historic site account.
Supporting the sites and answeringquestions, or supplying resources (orfinding an alternative), doing site visitsand troubleshooting technology; makingthe team a strong and confident face forTHS online is a behindthescenes/offline
job as well.
PARTNERSHIPS +
COLLABORATIONS
A great pairing was made in 2016with Daniel Rotsztain and it was all
because of Twitter.
Through our social mediarelationship with Daniel I was able to
reach out and start talks aboutcreating a THS colouring bookhighlighting all the historic sites,which focuses on inclusion and
collective branding for themuseums.
This collaboration was started in2016 and will be on tour and exhibit
in 2017.
ANALYTICS
G:\CUL\SHARED\2016 MARKETING\Social Media\Analytics
Looking at the Reach vs. Engagement for our posts wecan determine what content works best for our channels
and listen to what our audience wants from us.
Sept Dec 2016THS Twitter Stats
With a dramatic increase
from 2015 to 2016 in
followers (65% on Facebook
and 43% on Twitter,) we
continue to grow from our
2015 refocus to our
engagement at the centre of
our online strategy with 11%
increase on Facebook, 23%
increase on Twitter, 297%
increase on Instagram, and
growth YouTube channels as
we drive more energy to
creating video content.
75
150
225
300
Facebook Twitter Instagram0
2016 Follower Growth