THE ME/US/THEM MODEL

Jonas Heide Smith | jhs@smk.dk | @jonassmith

2500%increase in Instagram reach between July and August 2014

Photo: Martin Dam Kristensen

What is it we want?

VOLUME

QUALITY

TIME

Volume

Quality Time

The Social Media Triangle of Compromise

Social media manager (Me) Staff (Us) Guests (Them)

March 28, 2015 | g_race24 | Cold but smiling in Copenhagen | http://instagram.com/p/OxuzyQhizd/

@laurenlila @olivertcb

@bobbyanwar@kattensspind

@bobbyanwar@juliedufourdk

54 photosshared to a total of 107.983 followers

Mostly Non-misleading Instagram Reach Calculator (MNIRC)

Total number of followers of Instagram posters divided by 3

Instagram reachPe

ople

reac

hed

(est

imat

ed)

0

75.000

150.000

225.000

300.000

July August

227.606

9.083

Instagram images shared per day (July-September 2014)IG

imag

es s

hare

d

0

35

70

105

1408-

Jul

11-J

ul14

-Jul

17-J

ul20

-Jul

23-J

ul26

-Jul

29-J

ul1-

Aug

4-Au

g7-

Aug

10-A

ug13

-Aug

16-A

ug19

-Aug

22-A

ug25

-Aug

28-A

ug31

-Aug

3-Se

p6-

Sep

9-Se

p12

-Sep

15-S

ep18

-Sep

21-S

ep24

-Sep

27-S

ep30

-Sep

Activating guests is likely to increase the visibility and popularity of official profiles,

which again motivates more guests to share.

Social media manager Staff Guests

Pros!• Control of message • Control of timing • Control of quality

Cons!• Time-consuming • Potential low credibility

(for marketing messages)

Pros!• Some control of message • Helps internal awareness • Real human voice (versus

institutional voice)

Pros!• High credibility • Can reach audiences with no

prior relation to museum • Requires little museum effort

Cons!• Reflects directly on

institution if low quality • Potentially substantial need

for training

Cons!• No control of message

Museum

Jonas Heide Smith!jhs@smk.dk @jonassmith

@smkmuseum!#smkmuseum

Paper at: http://mw2015.museumsandtheweb.com/paper/the-meusthem-model-prioritizing-museum-social-media-efforts-for-maximum-reach/