How the British Museum Increased Social Media Engagement by 126%
With nearly five million followers on Facebook, Instagram, and Twitter, the Museum turned to Hootsuite for help delivering on its multi-channel publishing strategy and empowering its social team to engage more frequently and effectively with its audience.
Learn how a social media strategy focussed on audience engagement and customer service helped the British Museum attract millions of new followers—while deepening engagement and uncovering actionable insights.
What they did
The British Museum created its first social accounts on Twitter and Facebook in 2009, later adding accounts on Instagram and YouTube. By 2016, demand for content from the Museum’s global audience was outstripping the team’s resources for creating content and engaging on social.
In response, the Museum drafted a two-year strategic plan for social media to reinforce its brand as a museum “of the world, for the world” while increasing engagement with its growing international audience.
The strategy set out the following three key goals:
- Increase online reach and engagement
- Deliver digital-first customer service to strengthen relationships with customers
- Identify opportunities for income and revenue generation
The Museum selected Hootsuite Enterprise to execute on its new social media strategy and achieve its goals.
The British Museum has an obligation to its visitors across the world, both online and offline, to experience its collection. Our aim as a marketing team is to tell compelling stories so as to create a lifelong relationship with visitors and aspirational visitors. Social media is a vital cornerstone of this.
Learn more about the product helping the British Museum succeed with social
Over the past year, the British Museum has seen the fastest overall social audience growth within its peer group, surpassing Tate, the National Gallery, the Victoria and Albert Museum, the Metropolitan Museum of Art, and the Louvre.
Since the Museum started using Hootsuite, its follower numbers have grown by 141 percent on Twitter, 123 percent on Instagram, and 20 percent on Facebook.
In addition, the Museum has pulled ahead of its peers for Facebook and Twitter interaction rates, with more engagement logged than ever before. On Twitter alone, the Museum earned more than 56 thousand mentions in a one-year period.
more tweet responses, increasing customer engagement
tweets tagged and analysed to uncover actionable insights
new followers on Twitter, Facebook, and Instagram
Implementing Hootsuite has given us the ability to monitor which items of content seeded on social are receiving high engagement from our followers, allowing us to tailor future content pieces to be as relevant and compelling as possible. This insight continues to help our social marketing team maximise their time and effort.