Theory into practice – Social Media in 2016
By Emily Taggart Schricker
In the summer of 2015 I was given the opportunity to work with the National Park Service (NPS) in the Washington Support Office (WASO) for Cultural Resource Programs. I focused on their social media as it connects to the upcoming centennial celebration of the NPS. (1916-2016) Working in the WASO offices was a very interesting and educational experience. There are some very talented people hidden away in that office building in Washington D.C. They generally don’t wear the NPS ranger hat, and they don’t get to work in national parks filled with trees, trails, or real live visitors, but they do so much work for Historic Preservation in the United States that I feel they deserve more credit than they get. I was allowed to see more of the breadth (and the limitations) at the NPS—educational indeed.
My time at the NPS allowed me to study the recent trends and research relating to social media. I watched webinars I had bookmarked over the past year and studied the goals of the NPS that had been laid out for the next 100 years.
After weeks of studying trends and social media post effectiveness, as well as the goals of the NPS Centennial, I compiled a social media and integration plan to take the theory and produce something doable by preservationists (that are already overworked and overwhelmed trying to preserve historic buildings/ artifacts/ landscapes/ historic areas/ battlefields/ the world.) It included an overview of the social media plan, as well as a step-by-step guide to get the posts developed, written, and on their pages. This was what would be the biggest challenge. Convincing people they DID have the time to do it, they could engage their audience with content about THEIR program, and it would PAY OFF!
Some people I convinced of this and some programs already did an outstanding job with their social media and didn’t need my “insights”. Others I could tell just wanted me, and my positive outlook, to hit the road. That’s fine, I understand being overwhelmed and then asked to do more. It’s not easy.
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I have been running the social media (Facebook) for the Historic Fredericksburg Foundation, Inc. (HFFI) for the past three and a half years without any official training, except knowing that some social media is better then no social media. Some posts did better than others and I began to notice the things on other pages posted that I found engaging.
When I finished my NPS experience I immediately hopped into the planning for the HFFI 45th Annual Holiday Candlelight Tour. It was no small feat that consumed three months of my life, and left my social media work sadly lacking. (Disappointing considering my summer of education.) But now I can focus on it! Now I know all the secrets! Now I know how to engage viewers!
I just need to carve out some time to prepare it.
And there lies the number one concern of all the people I tried to relay my plan to—I don’t have time. My response had been- just spend a few hours at the beginning of the month to prepare, it will go a log way. Well, it’s time to walk the talk, and I’m ready.
2016 will be the great coming together of Facebook and the new HFFI website.
I WILL plan our social media themes and posts ahead of time this year.
I WILL encourage all of the research and writing talent within our organization to produce content for our new website that can be further shared by our social media.
I WILL find new writing talent for out content—budding researchers that simply need the door opened and a slight kick in the pants to go for it.
I WILL strive to engage a wider audience with HFFI through an expanded Facebook reach.
Of course there are more goals, but let’s keep it simple for now. 🙂
So stop by the Historic Fredericksburg Foundation, Inc. Facebook page and check in on my progress. Don’t see good posts that make you feel engaged or connect you with our new website? Then send ME a kick in the pants email! But I’m not too worried, I feel good about HFFI’s upcoming social media plan. After all, I’ve been reassured it won’t take me as long as I fear it will, and my efforts will pay off ten-fold.