Social Media and Archaeology: Where Does it Fit and Why Should We Participate?

Social Media and ArchaeologyWhere Does It Fit and Why Should We Participate?

Terry P. Brock - The Montpelier Foundation - @brockter Lynne Goldstein - Michigan State University - @lynnegoldstein

What are Social Media?

What are Social Media?Digital tools that allow people to create and share

information, collaborate on a common effort, or build relationships.

Social Media are often…

Social Media are often…1. Multi-Way: Many Sources to Many Receivers


2. Mobile


2. Mobile

3. Wide-Reaching


2. Mobile

3. Wide-Reaching

4. Collaborative


2. Mobile

3. Wide-Reaching

4. Collaborative

5. Rely on User Generated Content

Social Media vs.

“Traditional” Media

Social Media vs.

“Traditional” Media1. Engagement vs. Outreach

Social Media vs.


2. Ground Up vs. Top Down

Social Media vs.



3. Multivocal vs. One Way

Social Media vs.



3. Multivocal vs. One Way

4. Direct Access vs. Middle Man

Why a Project Account?

Why a Project Account?1. Allows for clear focus on project objectives

and goals


and goals2. Provides sustainability


and goals2. Provides sustainability3. Maintains professional/personal distinction


and goals2. Provides sustainability3. Maintains professional/personal distinction4. Easily findable


and goals2. Provides sustainability3. Maintains professional/personal distinction4. Easily findable5. Can have multiple contributors

Guidelines for Project Accounts

Guidelines for Project Accounts1. Establish an institutional voice

Guidelines for Project Accounts1. Establish an institutional voice2. Follow established strategy

Guidelines for Project Accounts1. Establish an institutional voice2. Follow established strategy3. Remember who you represent

Guidelines for Project Accounts1. Establish an institutional voice2. Follow established strategy3. Remember who you represent4. Remember who you’re trying to reach

Guidelines for Project Accounts1. Establish an institutional voice2. Follow established strategy3. Remember who you represent4. Remember who you’re trying to reach5. Use consistently

Guidelines for Project Accounts1. Establish an institutional voice2. Follow established strategy3. Remember who you represent4. Remember who you’re trying to reach5. Use consistently6. Consistent brand and design

Where does Social Media fit in Archaeology?

Where does Social Media fit in Archaeology?

Engagement with publics you already strive to reach, but through new ways that are not often possible in “real life.”

Engagement with…

Public Communities, Visitors, Stakeholders, Volunteers, Descendants

Engagement with…

Public Funding Sources Granting Agencies, Donors

Engagement with…

Public Funding Sources Clients Federal Agencies, Private Clientele, Potential Customers

Engagement with…

Public Funding Sources Clients Government Federal Agencies, SHPO, THPO, Local, State, & Federal Representatives

Engagement with…

Public Funding Sources Clients Government Educators Teachers, Faculty, Non-Profits, Students

Engagement with…

Public Funding Sources Clients Government Educators Researchers Archaeology Colleagues, Historians, Anthropologists, etc.

Engagement with…

Public Funding Sources Clients Government Educators Researchers Your Institution Your Boss, Board, Trustees, Administrators, Other Departments

Engagement with…

Public Funding Sources Clients Government Educators Researchers Your Institution Journalists Local and National News, TV, Newspaper, Magazines, Online Publications

Engagement with…

In new ways…

Behind the Scenes Show parts of archaeology that are inaccessible otherwise

In new ways…

Behind the Scenes 24-7 Social Media is always on…engage with public when they aren’t visiting the site

In new ways…

Behind the Scenes 24-7 Direct Communication Direct access to archaeologists in “natural habitat”

In new ways…

Behind the Scenes 24-7 Direct Communication Discuss Process How do we know what we know? How do we do what we do?

In new ways…

Behind the Scenes 24-7 Direct Communication Discuss Process Expose the Unseen So much doesn’t make the publication or exhibit…

In new ways…

Behind the Scenes 24-7 Direct Communication Discuss Process Expose the Unseen Joy of Discovery Share moments of discovery with public.

In new ways…

Behind the Scenes 24-7 Direct Communication Discuss Process Expose the Unseen Joy of Discovery Be Big Small institutions can make meaningful impact with social media

In new ways…

Behind the Scenes 24-7 Direct Communication Discuss Process Expose the Unseen Joy of Discovery Be Big Raise Money Crowdsourcing, leveraging followers can lead to contributions

In new ways…

Behind the Scenes 24-7 Direct Communication Discuss Process Expose the Unseen Joy of Discovery Be Big Raise Money Raise Awareness about social issues, legislation, the past, preservation, discipline

In new ways…

Building a Social Media Strategy

Building a Social Media StrategySocial media for a project or institution is most effective

when it is intentional, planned, and aligned with your goals.

A Strategy Includes…

A Strategy Includes…1. Defining Objectives


2. Identifying Audience



3. Understanding Content within Context




4. Choosing the Right Services and Tools





5. Learning the Culture






6. Building a Plan






6. Building a Plan

7. Making Goals and Assessment

Defining Objectives

Defining Objectives(Remember your workplan from Day 1?

Your Social Media Strategy should help you achieve it.)

Identifying Audience

Identifying Audience(Remember the audience you mentioned in your workplan?

Your Social Media Strategy should focus on reaching the same groups.)

More on Audience…

Research their online habits

More on Audience…

Research their online habits • Do the publics you are trying to reach use social media?

More on Audience…

Research their online habits • Do the publics you are trying to reach use social media?• If so, what social media do they use?

More on Audience…

Research their online habits • Do the publics you are trying to reach use social media?• If so, what social media do they use?• Do they use mobile technology?

More on Audience…

Research their online habits • Do the publics you are trying to reach use social media?• If so, what social media do they use?• Do they use mobile technology?• What type of media do they enjoy (photos, video, etc)?

More on Audience…


How to Conduct Research

More on Audience…


How to Conduct Research• Survey the publics you work with

More on Audience…


How to Conduct Research• Survey the publics you work with• National Surveys - Pew Research Center

More on Audience…

Content and Context

Content and ContextWhat Content do you have available to share?

What restrictions do you have on your ability to share content?

Content

What forms of media are at your disposal?Content

What forms of media are at your disposal?• images

Content

What forms of media are at your disposal?• images• video

Content

What forms of media are at your disposal?• images• video• text

Content

What forms of media are at your disposal?• images• video• text• audio

Content


Where is it?

Content


Where is it?• Being gathered from the field

Content


Where is it?• Being gathered from the field• Processed in the lab

Content


Where is it?• Being gathered from the field• Processed in the• In a digital database or archive

Content


Where is it?• Being gathered from the field• Processed in the• In a digital database or archive• on paper, slides, paper maps, printed photos, storage

Content



What tools do you have?

Content



What tools do you have?• Technology: smartphones, DSLRs, audio recording, computers, GoPro, Scanner, wifi

Content



What tools do you have?• Technology: smartphones, DSLRs, audio recording, computers, GoPro, Scanner, wifi• People: photographer, videographer, graphic designer, artist, journalist, writer

Content

Context

What restrictions do you have?

Context

What restrictions do you have?• Money what kind of budget do you have available?

Context

What restrictions do you have?• Money • Time how much time can you spend on a daily and weekly basis on social media?

Context

What restrictions do you have?• Money • Time • Institutional Policies Does your institution have a social media policy? Do they

already have a predefined strategy you have to work within?

Context

What restrictions do you have?• Money • Time • Institutional Policies

already have a predefined strategy you have to work within?• Privacy Issues Does your content have restrictions relating to privacy?

Context


already have a predefined strategy you have to work within?• Privacy Issues • Ethical Concerns do you or your institution have ethical concerns about proprietary

software and services?

Context


already have a predefined strategy you have to work within?• Privacy Issues • Ethical Concerns

software and services?• Tech are you restricted by technological limitations (bandwith, wifi availability, etc)

Context

Social Media Services

Social Media ServicesIdentify the Services that are out there. Know what they do. Know who

uses them. PLAY.

Audience Content & Context


Audience Content & Context


Make a Plan

Make a PlanEstablish a systematic plan for posting, scheduling, etc.

Write it down. Stick to it.

Making a Plan

Objectives list these up front

Making a Plan

Objectives Audience what groups are you targeting?

Making a Plan

Objectives Audience Tools What social media accounts are you using? What tech tools are you using?

Making a Plan

Objectives Audience Tools Content What forms of media are you posting? Which accounts are being used for what?

Making a Plan

Objectives Audience Tools Content Logistics Who is posting? Where are they posting from?

Making a Plan

Objectives Audience Tools Content Logistics Schedule When do posts happen? What content happens when?

Making a Plan

Objectives Audience Tools Content Logistics Schedule Defining Success, Setting Goals Set measurable goals

Making a Plan

Objectives Audience Tools Content Logistics Schedule Defining Success, Setting Goals Analytics and Assessment Measure and analyze

Making a Plan

Tools

1. social media accounts

Tools

1. social media accounts2. hardware

Tools

1. social media accounts2. hardware3. software

Tools

1. social media accounts2. hardware3. software4. digital services

Tools

Content

1. what content are you usingContent

1. what content are you using2. where is it getting posted

Content

1. what content are you using2. where is it getting posted3. how does it match your objectives

Content

1. what content are you using2. where is it getting posted3. how does it match your objectives4. does it align with your constraints

Content

1. what content are you using2. where is it getting posted3. how does it match your objectives4. does it align with your constraints5. which audience is it directed towards

Content

Logistics

1. who does what

Logistics

1. who does what2. what gets posted where

Logistics

1. who does what2. what gets posted where3. where do things get posted from

Logistics

Schedule

1. When are things getting posted?

Schedule

1. When are things getting posted?2. Who is doing the posting?

Schedule

1. When are things getting posted?2. Who is doing the posting?3. How are you holding people accountable?

Schedule

1. When are things getting posted?2. Who is doing the posting?3. How are you holding people accountable?4. Automate

Schedule

Define Success, Set Goals

1. What would measurable success look like?


1. What would 2. Establish a time frame


1. What would 2. Establish a time frame3. Develop goals


1. What would 2. Establish a time frame3. Develop goals4. Make them realistic


Analytics and Assessment

1. Identify measurement tools


1. Identify measurement tools2. Collect Data


1. Identify measurement tools2. Collect Data3. Did you meet your goals?



• Yes? Figure out why, build new goals



• Yes? Figure out why, build new goals• No? Figure out why, build new goals



• Yes? Figure out why, build new goals• No? Figure out why, build new goals

4. Did something unexpected happen?


Examples

Science

Social Media and Archaeology: Where Does it Fit and Why Should We Participate?