Let Purpose Drive Social Media Efforts
Think of all the organizations that have a single, powerful purpose that drives them. Google aims to help people find what they’re looking for online. AARP aims to enhance the aging population’s quality of life. Kohler aims to transform everyday commodities into art.
Purpose should drive social media efforts as well. It worked for the Brooklyn Museum, which won the 2008 Forrester Groundswell Award for “Social Impact.” The museum created a Facebook application called ArtShare, hosted a crowd-curated exhibit online, and put its entire collection online.
ArtShare allowed any museum or artist to share artwork on the social networking site. It allowed any Facebook user to display selected artworks on their profiles. The application attracted 3,007 active monthly users. The crowd-curated exhibit got 400,000 votes from the public.
And it was all driven by the museum’s purpose “to serve its diverse public as a dynamic, innovative, and welcoming center for learning through the visual arts.”
This might be a small example, but it’s one worth noting because these efforts raised awareness about the museum while perpetuating the museum’s mission.