Our new social media strategy
As the development body for Scotland’s museums and galleries, we strive to be an essential source of information for the museum sector workforce and key partners. To ensure that our social media shares the right messages and reaches the right people, we’ve developed a new social media strategy.
It’s important that our social media aligns with our organisational values and the objectives of Scotland’s museums and galleries strategy. Our new strategy has been shaped by a desire for accessible, inclusive, and conscientious communication. It also takes into account the recent engagement levels we’ve observed on LinkedIn and X (formerly Twitter), our current social media platforms.
While we’ve enjoyed a healthy increase in our engagement and number of followers on LinkedIn, our performance on X has been in decline. Our 2023 sector-wide communications survey revealed that most respondents had either already left X or were strongly considering leaving. The majority of respondents indicated that they currently use Facebook and Instagram to stay updated with sector news, such as events and funding, and to engage with their audiences.
With all this in mind, we’ve decided to scale back significantly on X and join Instagram and Facebook. We’re excited to continue to amplify the work of the sector through these new channels and hope to reach wider demographics that we haven’t been engaging with on X or LinkedIn.
We’ll be experimenting with content as we establish our presence on these platforms and will continue to monitor our performance across all our social media. We also remain conscious of the increasing role of X in escalating divisive rhetoric, and are regularly reviewing our decision to participate in this channel.
Keep up with the latest museum sector news including events, training, and funding opportunities by following us on our social media channels below:
