2017 SOCIAL MEDIA STRATEGY

+

2016 Year in Reviewby Adrianna Prosser

SM Community Manager

2017 TRENDS AND HIGHLIGHTS

#Canada150 Canadian Holidays #C150TO#MomentTO (OTD) #TOhistory #AskACurator #MuseumSelfie

February Black History Month May Museum MonthJune Indigenous History Week June Pride Week

Programs + Exhibits + Events

NEW INITIATIVESToronto Historic Sites PodCast

Historical On This Day content, local history around thehistoric site, and recipe commentary

Toronto Historic Sites BlogHistorical Influencers (TO Dreams Project, Historical

Societies, etc...) in the Toronto community share informationas a guest blogger, articles and coverage from our sites.

MomenTO CookbookCall to action on social media specifically to share cherished

home recipes that remind people of their time in Torontogrowing up

TOHISTORICSITESMONTHLY HIGHLIGHTS

January - Toronto's HistoryFebruary - Zion SchoolhouseMarch - Market GalleryApril - Todmorden MillsMay - Montgomery's InnJune - ScarboroughJuly - Canada 150 (Canada Day)August - Gibson HouseSeptember - Fort YorkOctober - Colborne LodgeNovember - Mackenzie HouseDecember - Spadina

Each month a museumis highlighted on

#MuseumMondayand

#ThrowbackThursday

#MOMENTO MomenTO is a commemorative program of local and citywide events, exhibits

and experiences that will mark the 150th anniversary of Canadian confederation. Since 1867, Toronto has been the setting for countless moments that havehelped define how we understand Canada, our communities, and ourselves.

MomenTO will present a thematic set of installations, exhibits and eventshighlighting the historical people, places and events that are significant to the

history of Toronto and to Canada. A mobile audience engagement activation willtravel around the city to promote Canada 150 and MomenTO, and will

dramatically expand the reach of the program.

­Canada 150 Team Internal Document

#MomenTOsocial media hashtag will highlight

historical people, places and events, from1867 to 2017 that are significant to the

history of Canada and Toronto.

WaybackWednesday FlashbackFriday

*Pinned Posts*Major events

Starting in March

#MOMENTO EXAMPLES

Toronto's HIstory

#TBT

#TBT

#TBT

#TBT

#MuseumMonday

#MuseumMonday

#MuseumMonday

#MuseumMonday

#MuseumMonday

#OTD in Toronto:

1850, Etobicoke is

incorporated as a

township. (1878 Map

from Library of

McGill) #C150TO

www.toronto.ca/cana

da150

FY: Queen Charlotte's

Birthday Ball

Saturday, January 21, 1 to

10 p.m.

MH: HaggisWorkshop

Saturday, January 14,10 a.m. to 1 p.m.

MH: Robbie Burns'Day CelebrationSunday, January22, 12 to 4 p.m. 

SPA:  Meet theAustins: A TorontoFamily Between the

Wars

#FlashBackFriday

#FridayFeeling

#FlashBackFriday

#FridayFeeling

#FlashBackFriday

#FridayFeeling

#FlashBackFriday

#FridayFeeling

TODAY is

#MuseumSelfie Day! Tag

your face in our historic

sites & you could win 1

of 4 Museum Prize

Packs! *Contest closes

Jan 22)

#WaybackWednesday

#WaybackWednesday

#WaybackWednesday

#WaybackWednesday

Canada 150 begins

*Black History Month

#MuseumMonday

Zion Schoolhouse

#MuseumMonday

#MuseumMonday

#MuseumMonday

#TBT

#TBT

#TBT

#TBT

#FlashBackFriday

#FridayFeeling

#FlashBackFriday

#FridayFeeling

#FlashBackFriday

#FridayFeeling

#FlashBackFriday

#FridayFeeling

#WaybackWednesday

#WaybackWednesday

#WaybackWednesday

#WaybackWednesday

2016 ExamplesWhat Worked + What We Need To Do in 2017

InclusionBy constantly talking about the historic

collective as a community and

showcasing them together, we are

underlining the message that Toronto

Historic Sites are a collection of sites

that work together.

Sister Site + Fellow Museums + #TOhistory+ Our Museums

GETTING PERSONAL

By getting in front of the camera andsharing our staff as experts we tap intothat personal touch that social media

feeds off of. 

By making our faces the faces of themuseums we shift the narrative to the

present, along with communityengagement and our message of

interactive history.

I have had great success as "Big Red"my THS persona who loves history in avery proud and geeky way. This acts asa clearance for those who are nerdy

about history to engage with me/THS asa fellow history fan instead of afaceless/impersonal account.

#AskACurator

A highly visible #hashtag trend amongmuseums all over the world, participating inthis tag always elevates our engagementonline. This year Gibson House Museum'ssocial shares were used as an example in aGerman blog about the best content for that

tag, one of only 3 examples that wasincluded with high profile sites such as MoMA.

 

https://burgposterstein.wordpress.com/2016/09/19/askacurator­

2016­laesst­uns­zu­den­amerikanischen­museen­aufschauen­

ein­rueckblick/

INFOGRAPHICSIn­house generated infographics

got a high engagement in shares

and likes on Facebook and Twitter.

It is a great way to show the sites

as a collective and strengthen our

image as a collection of historic

sites under one umbrella as

Toronto Historic Sites. 

TRENDSAs much as we can we try to stay ontop of trends such as #PokeMuseumto be topical and informative to our

followers.

VIDEO CONTENTWith video content ahead of all other forms of social shares

(text, photo, GIF), our video content is growing with afocused effort I started in 2016 to have the sites more

comfortable with video content creation. 

With the foundations laid in 2016, I hope 2017 will yieldmore casual video content that is timely and coverage

based (as in events and seasonal programs), but also a fewhigh profile and reusable videos like my highly successfulRebel Rabble video that Gibson House can reuse eachDecember on the anniversary of the 1837 Rebellion.

ContestsWe did a few different contests from

casual/low­barrier  "what's your favouritemuseum?" to asking questions about Torontohistory to reward our history loving followerswith great ROR (return on relationship)

By creating a low­barrier contest, the prize ismore of a thank you than a reward. We

handed out 25+ museum passes over Twitterand recieved many thanks in return. The

winners shared their experience on social andthanks us for all their friends to see. A win­win

for these contests!

Internal CommunityManagement

Weekly updates that focus on trends,updates, an internal statistics and best

practices have strengthened ourcommunal tone and focus as a ten

historic site account. 

Supporting the sites and answeringquestions, or supplying resources (orfinding an alternative), doing site visitsand troubleshooting technology; makingthe team a strong and confident face forTHS online is a behind­the­scenes/offline

job as well.

PARTNERSHIPS +

COLLABORATIONS

A great pairing was made in 2016with Daniel Rotsztain and it was all

because of Twitter.

Through our social mediarelationship with Daniel I was able to

reach out and start talks aboutcreating a THS colouring bookhighlighting all the historic sites,which focuses on inclusion and

collective branding for themuseums.

This collaboration was started in2016 and will be on tour and exhibit

in 2017. 

ANALYTICS

G:\CUL\SHARED\2016 MARKETING\Social Media\Analytics

Looking at the Reach vs. Engagement for our posts wecan determine what content works best for our channels

and listen to what our audience wants from us.

Sept ­Dec 2016THS Twitter Stats

With a dramatic increase

from 2015 to 2016 in

followers (65% on Facebook

and 43% on Twitter,) we

continue to grow from our

2015 refocus to our

engagement at the centre of

our online strategy with 11%

increase on Facebook, 23%

increase on Twitter, 297%

increase on Instagram, and

growth YouTube channels as

we drive more energy to

creating video content.

75

150

225

300

Facebook Twitter Instagram0

2016 Follower Growth