Posted on December 9th, 2016 by Rachel
There has been a lot of discussion in the news in the last few months about the way that new social media channels are changing our economy and politics. It seemed like a great time to talk about how JMM is using these channels to build community around the Museum, it’s artifacts and history. In this month’s Performance Counts Rachel Kassman, wearing her “marketing manager” hat, shares recent highlights platform by platform. Rachel does an amazing job of making us visible with very limited resources.
Facebook was the first social media platform the Museum dipped its toe in – we’ve had our page since February 20, 2008 (at least, that’s when we uploaded our first profile picture)! Over the past almost 8 years we’ve gained 2,270 “follows” and 2,384 page “likes.” Those follows are particularly important, as Facebook’s various algorithms use them to decide who is going to see our posts on their timeline. In many ways Facebook is the most encompassing of our social media platforms; it serves as a photo-sharing site, an events calendar (with built in invitation capabilities), and as a forum to share articles and ideas.
In the past year we’ve also started to dabble in Facebook advertising. If you have a Facebook page of your own, you may have seen some of our “boosted” events as we work to increase awareness of the Museum and the many exciting public programs we host.
The Confusingly Popular Post
Ever heard the phrase “going viral?” It refers to something online exploding beyond any expectation (and often for no discernible reason). We had a little taste of this ourselves over Thanksgiving, with what is our most “popular” post to-date! On Wednesday afternoon we shared this archaeological bit of news: 3,800-Year-Old Ancient ‘Thinking Person’ Statuette Unearthed from Huffington Post. Over the course of the next 24 hours this post received 91 comments, was shared 425 times, and reached 14,303 people via our page. To place this in context, our next most popular post since July 1, 2016 (the farthest back Facebook Insights will allow is 180 days) had a reach of 1,935, received 1 comment, and was shared 17 times. (For those interested, it was this article.) Even stranger, the original article itself only got 12 comments over at Huffington Post. Why this post? Why on Thanksgiving? We will probably never know.
Did you know our very first tweet went out on August 11, 2010? (In case you’re wondering, we tweeted about a job opening at the Museum.) Since then we’ve sent out 13,800 individual tweets to over 1,300 followers! That number represents a combination of “retweets” (that is, where we share tweets from other accounts that we think are interesting or important) and original tweets written by the Museum. These original tweets cover everything from public program announcements to behind-the-scenes photos. The vast majority of our top tweets are based on sharing materials from our collections – our top two tweets over the past three months (September – November) celebrated Rosh Hashanah and Mexican Independence Day.
Rosh Hashanah and Mexico
How do we decide what to share on Twitter? Hashtags. (What’s a hashtag? Here’s an article to explain.) Hashtags help identify topics followers might be interested in multiple ways. One is by checking trending hashtags, which show you what topics are being tweeted about by others in your geographic location –that’s how we decided to post the above tweet on the left for Mexican Independence Day. Another is “daily hashtags” like #TBT (also known as Throwback Thursday) and #MondayMugShots (which have been a great way to highlight some of our quirky gift shop items).
Pickles, buttons, and hiking
A third way is by connecting our collections to eccentric holidays like #NationalPickleDay, #NationalButtonDay, and #NationalTakeAHikeDay. These hashtags don’t just help us on Twitter, but carry over to all our other social media platforms as well, letting us get multiple bangs-for-our-buck. (So far we haven’t had any “retweets” from the incoming “tweeter-in-chief”, but who knows?)
Tumblr is a social media platform often referred to as a “microblogging” site – it lets users share links, photos, videos, and text posts easily. The Museum has been on Tumblr since January 16, 2015 (we debuted with a series of behind-the-scenes photos of the Museum by way of celebrating “Appreciate a Dragon Day”) and has gained 819 followers through 1,314 posts. Here’s a look at the activity on our Tumblr over the last seven days:
The last 7 days
As with Twitter our top posts on Tumblr often come from our collections!
Instagram is the newest platform we’re exploring, added to the Museum’s social media portfolio just three months ago (September 13, 2016 to be exact). We’ve already gained 84 followers and posted nearly 275 individual images in that time – and those images have garnered 875 “likes” between them! Collections related posts have already proven incredibly popular, as you can see from the top 3 posts by both likes and comments pictured below.
Check out Julia Friedman at the beach in the 1920s, which appears in both lists!
Remember those hashtags we talked about earlier? Instagram relies heavily on them – and we’ve got the graph to prove it! Over the past three months, after researching multiple articles on how best to use Instagram as an institution, we’ve been increasing the number of relevant hashtags used on each post. As you can see, this has had a direct correlation to the popularity of our account.
Look at that generous incline!
And because we’re nerds, here’s one more graph showing the most-likes-per-hashtag used on our account.
Managing It All
There’s a lot going on in social media for the Jewish Museum of Maryland – we do our best to provide fresh content throughout the day on all our platforms, not to mention updating the Museum blog (and of course, sharing those updates on social media!). One tool that helps us maintain a robust presence online with limited time is Hootesuite, which allows us to schedule tweets, facebook posts, and Instagram posts in advance. This has been a lifesaver as we work to increase our output.
Hootesuite is a great tool
We hope you’ve enjoyed this look “behind the social media curtain,” and if you have any questions about the Museum on Facebook, Twitter, Tumblr, or Instagram (or anywhere else for that matter), please send them to us!
Posted on March 13th, 2015 by Rachel
Have you been keeping up with the Museum’s blog? If not, hopefully this month’s Performance Counts will convince you it’s a must read. I’ve asked Rachel Kassman, the Museum’s marketing manager and self-appointed “social media maven” to share with you what makes our blog special and to give you some behind the scenes data.
A (Very) Little History
The JMM blog was born in the summer of 2008 as a way to follow along with the restoration of the Lloyd Street Synagogue. However it didn’t take us long to realize the blog could be so much more – a way to share all kinds of stories about the Museum, its projects, and its people. It’s also been a great way to make information easily accessible for a wide audience- for instance, did you know that each issue of Museum Matters, Performance Counts and JMM Insights is posted on the blog?
Since its birth in 2008 we’ve posted 1,300 blog posts, which averages to a post every other day. Our longest running regular feature is the weekly “Once Upon a Time” series, which illustrates our partnership with the Baltimore Jewish Times in an effort to identify people in photographs that are part of our collection (there are 282 posts in this series – and we’re about 8 months behind the in-print version). Another regular feature is the monthly “Volunteer Spotlight” series, written by Volunteer Coordinator Ilene Cohen and usually posted on the first Monday of each month – we’re up to 15 so far and hope to eventually highlight all of our wonderful volunteers in this manner. A newer feature is the post-programs wrap up – while the posting dates for this feature are irregular we try to get them up within a few days of a public program, to give readers a feel for what they missed if they couldn’t make the program. We’ve even started recording select programs for later listening! (You can check out our very first program recording here.) These posts are also shared on the Museum’s social media platforms and selected posts are highlighted on the homepage of the JMM website to increase the potential audience.
Who’s Writing This Stuff?
Our prime blog contributors are museum staff – every month I send out a call, asking folks to sign up for an open date. Opening up blog authorship to the entire staff keeps the blog’s “voice” diverse and helps make sure we highlight and share stories and information from all areas of the Museum. I’m incredibly proud of the interesting, well-thought out content my colleagues provide every month. We also ask our interns and volunteers to join us in our blogging efforts, providing another set of perspectives on what goes on here at the JMM. Summer is an especially active time for our blog because we host anywhere from five to a dozen interns for ten full weeks, which provides plenty of opportunities for blog fodder (including intern field trips, workshops, and project updates).
Navigating The Blog
Let’s talk about tags – those are the lists of words at the bottom of every blog post:
Tags are a way to organize the content on a blog. In our case we use the tags to help identify the author and some of the main subjects included in the post. For instance, let’s say you were reading a really great post, like “Mazel Cufflinks” by Collections Manager Joanna Church. If you get to the end of the post and think, hey, this Joanna character is a really fun writer, I wonder what else she’s done…all you have to do is click on her name in the tags and you’ll find all the posts she’s written for the blog! Or maybe you caught Education Director Ilene Dackman-Alon’s latest post “A Little Kindness…” which documents a surprise visit by 84 high school students and you wanted to know more about all the exciting things the education staff gets up to. Just click on “education” in the tags and you’ll get a plethora of related posts. If you’ve got a hankering for intriguing history, you should definitely explore Marvin’s tag – start with his recent President’s Day post and work your way back!
Highlights and Favorites
To round out this month’s Performance Counts I informally polled the staff for their favorite posts from the blog – and got some interesting results!
Both Assistant Director Deborah Cardin and Education Director Ilene Dackman-Alon cited the Volunteer Spotlight series as their favorite feature. Deborah loves “learning interesting tidbits about our volunteers. They are an impressive bunch!” and Ilene thinks its great to see another side of them.
Visitor Services Coordinator Abby Krolik picked “Buried Alive: Eighteenth Century Terror and a “Superstar” Jewish Doctor”, a particularly ghoulish post from Curator Karen Falk, inspired by her research for our upcoming Jews and Medicine exhibit. Programs Associate Carolyn Bevans’ pick also took a slightly macabre turn with “An Engagement Ring of a Different Color,” Collections Manager Joanna Church’s Halloween-inspired collection blog.
Joanna herself went a very different direction with her favorite. She says “Before my interview I read Deborah’s awesome post about Flat Mendes on her family vacation, and I thought, Yes, I can work there.”
Curator Karen Falk, funnily enough, found her favorite blog post through a different website entirely: Wikipedia! That’s right, in the course of doing research on Read’s Pharmacy she found a reference to Dr. Deb Weiner’s post “Read’s Drug Store: The Jewish Connection” on the Read’s Wikipedia page and followed it right back to our blog.
When I asked Marvin for his “best picks” he went above and beyond with a full Oscar-style slate! Here are his award-winning posts (from the last 6 months!):
Best comedy: Yet More Responses from the Mendes Questions Box by Abby Krolik
Best history story: Buried Alive: Eighteenth Century Terror and a “Superstar” Jewish Doctor by Karen Falk
Best event report: Sephardic lecture by Carolyn Bevans
Best photo documentary: The Making of an Exhibit: Mendes Arrives by Deborah Cardin
Best reason to visit our website: Appreciate a Dragon Day by Rachel Kassman
Best travelogue: A European Adventure by Abby Krolik
Best biography: Volunteer Spotlight on Marty Buckman by Ilene Cohen
Best blog by an intern: Maimonides by Barbara Israelson
Best Blog of FY ’15 (so far): It’s a tie between National Umbrella Day and National Handwriting Day, both by Joanna Church
My favorites? How can I pick – as the blog maven I feel like all the posts are special to me in their own way and I wouldn’t want to play favorites among my lovely contributors. But I will tell you my favorite post that I’ve ever written – “Appreciate a Dragon Day!” I had so much fun putting that post together that I still smile every time I look at it. I hope you’ll click on some of the links I’ve shared here and spend a little time exploring the wild and wonderful world of the JMM blog!
~Rachel Kassman, Development and Marketing Manager (aka Social Media Maven)
Posted on January 16th, 2015 by Rachel
What could be a better way to appreciate a dragon than to offer him a visit to the Jewish Museum of Maryland?
You may recognize our special visitor, Elliot Dragon. He decided to start his visit with a tour of the Museum’s collections.
Collections Manager Joanna Church made sure to fill Elliot in on all the rules for using collections!
Getting a close look at the Baltimore Jewish Times.
Getting the side-eye from Napoleon Bonaparte himself!
Teapot from porcelain tete-a-tete teaset by Nast of Paris, c. 1840, JMM 1989.145.006.
Nice pose Elliot!
Orange ceramic ashtray, shaped like a turtle on its back. JMM 1992.185.009
Demonstrating excellent microscope technique!
Black microscope used by Melvin Borden when he was a student at the University of Maryland. He graduated in 1938. JMM 1996.105.001
Permanent Wave Machine for hair, used in Sonya Berlin’s Beauty Shop at 2016 Orleans Street, Baltimore, 1930-1939. JMM 2004.028.001 This piece was most recently on display in our “The Electrified Pickle” exhibit, July – August 2014.
MS 53: Ferdinand W. Breth Collection – Diary, c. 1920s
After his collections tour, Elliot sat down with Director Marvin Pinkert for a nice chat.
On to Exhibits!
Next stop: The Voices of Lombard Street exhibit. I think that sewing machine might be a little big for you Elliot!
Cheeky dragon! You can’t take a potty break in the exhibit. (Though I will admit, those fly sounds are VERY realistic.)
Paging through a JEA scrapbook.
Deborah was pretty excited to meet a childhood hero and gave Elliot a special welcome to The A-Mazing Mendes Cohen exhibit!
Doing a little reading in the exhibit.
Elliot decided he made a much better monument topper than former president George Washington!
Mapping some of Mendes’ many adventures.
Elliot admires Mendes’ style.
And of course, Elliot had a very important question at the end of the exhibit. Maybe we’ll find out the answer on the next installment of “Mendes’ Questions!”
And of course no exhibit visit is complete without souvenirs. Enjoy your Flat Mendes & Mendes mug, Elliot!
I know I had a great time celebrating “Appreciate A Dragon Day.” Elliot & I hope you enjoyed following along on his exploits throughout the Museum.
This celebration of a ridiculous holiday (but we didn’t even make it up, honest!) was brought to you by Rachel Kassman, Development and Marketing Manager. Don’t forget to check us out on twitter, facebook and on our *brand new* tumblr!