Hospitality & Tourism

How the British Museum Increased Social Media Engagement by 126%

The Museum’s early social media efforts focussed on cross-posting identical content to multiple channels. As part of the new strategy, the team identified opportunities to develop channel-specific content that makes the best use of each social media channel.
The Museum now uses Facebook Live to create engaging experiences that bring its collections to people in more than 75 countries around the world. It has also partnered with Oculus VR on a pilot project to create the first interactive 360-degree virtual reality experience directly within Facebook’s News Feed.

With a small team managing a complex multi-channel publishing strategy and engaging with a global audience, the Museum needs the ability to track results and adapt its social media strategy as needed to ensure it remains effective.

Hootsuite helped the team set up processes to maximise efficiency, freeing the team to spend more time creating quality content and engaging personally with followers. By setting up reporting features that track results against key performance indicators, the team has been able to analyse results, improve response times, and focus on the activities that get the best results.

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.