11 social media strategy tips focused on the cultural sector

Take advantage of all the potential. New technologies are excellent allies for disseminating art and promoting artists. If your company belongs to the cultural sector, work on aesthetically attractive content worth sharing. Also, give something new to the user (interesting data, know-how, ideas, inspiration). If the content is functional and visually attractive, that would benefit you.

Create a content strategy in social networks. If you work with a museum, you can create online exhibitions, conduct live interviews with artists, perform for IG Live, and add museum catalogues. Set a calendar of posts.

Consistency is one of the main points. Users stop following accounts that publish infrequently. The more careful the content is, the more value it provides, and the more constant it is, the more loyal the audience will be.

Use a language suitable for the networks. Explain the concepts, the artistic currents and the purpose of the exhibitions. Try to connect with a diverse audience, even if your content is specialized. The smartest thing to do is to make publications that an average user can understand and avoid technicalities.

Perform an active listening exercise towards your followers. Follow their requests and recommendations and interact with them. Respond to all the comments, and get involved with the public.

Opt for relational marketing: customer/user-centred, focused on the long term, and designed to create more personal and authentic relationships with the public. If you work in a museum, provide proximity and use language and content to encourage users to visit it.

Work on SEO: use hashtags and keywords intelligently. After determining a target audience, several tools, such as Google Trends, allow you to research keywords and make them generate traffic. Use the trends and link your content to them to increase your audience's engagement.

Keep an eye on the competition. It is good to know what trends they follow, what keywords they use and what kind of content they publish. Not to imitate but to differentiate yourself. Focus on what they don't do. If you find that point that makes you unique and exclusive, you have something new to contribute that makes you a pioneer. You can set the rules of the game.

Coordinate all your social networks. Make content adapted to each platform, but invite the users of each one to follow your cultural entity or your company on all networks. Know well where you move and the language of each social network. If you are on TikTok, go for short videos, hashtags such as #LearnwithTikTok, videos showing your company's know-how, etc. If you're on Instagram or Pinterest, focus on visual content. Make it engaging and relevant and encourage sharing. Study each social network and adapt your content.

Use KPIs. Key Performance Indicators let you know if you are achieving the objectives. It is essential to see if the content you publish has enough relevance and likes if it is being shared, and if it generates traffic to your website. Analyzing the results will force you to improve your strategy, increase brand awareness and strengthen your identity.

Although it does not have to be a regular option, consider investing on an ongoing or one-off basis to promote your products/services. Social networks are an excellent communication platform many brands use as a loudspeaker for their messages. Given the high competitiveness, it may be advisable to consider an economic investment to ensure a more significant impact or reach of the target audience.

In general, museums and the cultural sector have many possibilities in social networks. By their nature, following these tips, social networks can become a dissemination of culture and provide quality and value content.

If you are interested in this type of post or want to read more tips to better position yourself in networks, leave us a comment. We also invite you to follow us on Instagram, where we post interesting content about our services weekly.